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Dealer lead generation · Channel and partners

Buyers in every town should find your nearest dealer, and the dealer should call back.

A homeowner in Mysuru searches for your water purifier, lands on your website and fills the form. The enquiry goes to a shared inbox, someone forwards it to a dealer, and nobody learns whether the dealer called. The trail ends there.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

A support coordinator reviews a dealer map while a representative handles an enquiry

In one paragraph

Dealer lead generation brings end-customer enquiries to a manufacturer's dealers through city pages and a dealer locator, then routes each enquiry to the nearest active dealer by pin code. GullySales builds the pages and the routing rule, sets up the record of whether the dealer called, and prepares the escalation path you approve.

This service covers the buyer-facing half of the job: city pages, a dealer locator, a form that captures the pin code, and a routing rule that picks the nearest active dealer. It also covers the record that shows whether the dealer called, and the steps you take when one does not.

Other pages fit other jobs. Channel opportunity generation and follow-up is the channel-wide version, covering past-customer contact and local activity by the dealer. Trade and dealer marketing is promotion material for dealers. Dealer development is building the dealer base itself.

Who it is for

This is written for you if these sound familiar.

  • Manufacturers of appliances, paints, tiles, mattresses or sanitaryware who sell through dealers and receive website enquiries from buyers
  • Brands whose dealer locator is a static list of addresses with no way to capture the enquiry
  • Companies where head office forwards enquiries to dealers by WhatsApp and hears nothing back
  • Channel heads who need to show a dealer which enquiries were sent and which were never called
  • Franchise and distributor networks with several outlets in one city and a rule about who gets the enquiry

Not for

It is not the right fit if.

  • You have dealers in only a few towns so far. Build the network first; the locator will only show empty maps.
  • You want GullySales to decide the penalty for a dealer who ignores enquiries. That rule belongs in your dealer agreement, written by your own adviser.
  • Your dealers sell only to walk-in trade and have nobody to take a call. Fix that before sending them more enquiries.

The problem

Does this sound like your business?

Common situations this work addresses.

  • “Our locator is a list of addresses”

    The buyer finds a shop and a phone number, and the enquiry never reaches you. You cannot say how many people looked for a dealer in a town, or whether anyone called.

  • “We send enquiries and hear nothing back”

    Your team forwards the buyer's number on WhatsApp and moves on. The dealer may have called, quoted or ignored it, and no record exists either way.

  • “Two dealers in one town both claim the enquiry”

    Without a stated rule, the enquiry goes to whoever your salesperson knows best. The dealer who was skipped complains, and the territory argument starts again.

  • “The nearest dealer closed or stopped selling us”

    The locator still shows the shop. A buyer drives there, finds a different brand on the shelf, and writes a review about your company.

What we do

The work we can include.

Each deliverable and the purpose it serves. Your written scope confirms what is included, who is responsible, and what it costs.

  1. City pages for dealer towns

    One page per town you serve, written for that town: the dealers listed, the products stocked, the service arrangements. Google's spam policy treats near-copies that swap the city name as doorway pages, so each page carries local detail your team confirms.

  2. Dealer locator

    A searchable list or map built from your dealer master sheet, with a pin code search. Each dealer entry has a verified address, product range and an active or paused status that your channel team controls.

  3. Enquiry form with pin code

    A short form that captures name, mobile number, pin code, product interest and a consent line naming the dealer who will receive the details. Pin codes are checked at entry so a mistyped one does not route to the wrong town.

  4. Routing rule document

    A one-page rule in writing: which dealer gets the enquiry for each pin code, what happens where two dealers share a town, and where no active dealer exists. Your channel head signs it; the dealer agreement stays with your adviser.

  5. Dealer notification set-up

    The message or email a dealer receives, with the buyer's requirement and the time the dealer is expected to respond. The expected time is your rule, not a promise made by GullySales.

  6. Call and outcome log

    A shared sheet or CRM view with one row per enquiry: dealer assigned, time sent, whether the dealer called, quote given, order or lost reason. Dealers update it, and your team marks missing entries.

  7. Escalation steps

    A written sequence for an enquiry the dealer has not touched: a reminder, a call from your area manager, and reassignment to the next dealer if your rule allows it. You decide each step and who carries it out.

  8. Dealer master clean-up

    A reconciled list of live dealers with names, addresses, pin codes and contact people, matched to your billing records and Google Business Profile entries.

How the result is measured

  • Locator searches and enquiry form submissions by town
  • Routed enquiries, separate from enquiries received
  • Time from enquiry to the dealer's first logged call
  • Unanswered enquiries with no logged call, by dealer
  • Quotations and orders reported by dealers
  • Pin codes that returned no active dealer

Recorded as a baseline before work starts, so every later report has an honest comparison.

Before you decide

Agree the work. Know how to judge it.

Dealer lead generation: use these checks to prepare, choose the scope, and review what changes.

Bring the right evidence

Map existing partners, their territories, and the customers they serve. Review active selling and repeat orders separately from the number of partners signed up.

Make the scope clear

Agree partner fit, territory rules, onboarding, and support responsibilities. Clarify how direct enquiries and partner enquiries are assigned before starting recruitment.

Check the work in use

Follow a partner enquiry through to an order and the next purchase. Check whether the partner has the product knowledge and material needed to sell without repeated intervention.

Know when to change course

If current partners cannot sell because supply or support is weak, resolve that before recruiting more. A bigger network can spread the same problem further.

These are discussion points, not a fixed package. GullySales confirms the deliverables, responsibilities, fee, and term in writing after reading your brief and speaking with you.

How it works

How the dealer lead generation work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Dealer list and territory check

    You send the dealer list and any territory rules you already hold. We find closed outlets, duplicates and towns where two dealers overlap, and bring them to you as decisions.

  2. 2

    Routing rule agreement

    We draft the pin-code routing rule and the response expectation. Your channel head approves them before any enquiry is sent to a dealer.

  3. 3

    Pages, locator and form build

    We build the city pages, locator and enquiry form, and test them with real pin codes from your dealer towns. Your team confirms each dealer's details.

  4. 4

    Dealer briefing and trial

    A few dealers receive test enquiries and practise updating the log. Confusing wording in the notification is fixed before the full network is switched on.

  5. 5

    Live routing and follow-up review

    Enquiries route to dealers and the log fills. We compare sent enquiries with logged calls against the baseline, and your channel head decides what happens with dealers who did not respond.

Before you hire anyone

Do this first yourself.

Take the last month of website enquiries and trace each one to a dealer and an outcome.

  1. List every dealer you sell through, with town, pin code and whether the outlet still stocks your product.
  2. Mark towns where two dealers overlap and write down who should get an enquiry there.
  3. Search your own product name plus three dealer towns and note what a buyer sees.
  4. Pull the enquiries you forwarded last month and ask each dealer what happened to them.
  5. Write the response time you expect from a dealer and check that the dealer agreement says it.

Judge any provider

What to ask any provider of this service.

Useful whoever you choose, including us.

  • How does the routing rule handle a pin code with two dealers, or none?
  • Will city pages carry local detail we confirm, or only a changed city name?
  • Who updates a dealer's active or paused status, and how quickly does the locator reflect it?
  • What does the log record when a dealer does not call, and who sees it?
  • What consent wording does the form show before details go to a dealer?
  • Which parts do you run, and which stay with our channel team?

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
How do you decide which dealer gets an enquiry?
By the rule your channel head approves. The usual starting point is the dealer mapped to the buyer's pin code, with a fallback for shared towns. GullySales writes the rule down and builds it; the commercial decision is yours.
Can you promise that dealers will call within a set time?
No. How quickly a dealer must respond is your rule, set in your dealer agreement or programme terms. We set up the notification and the log that shows whether the rule was met.
What if a dealer does not follow up?
The log shows it, and the escalation steps you approved start. Whether that means a reminder, a call from your area manager, reassignment or something in the agreement is your decision with your own adviser.
Is this the same as channel opportunity generation and follow-up?
No. That page covers the whole channel, including past-customer contact and local activity the dealer runs. This one is the buyer-facing path from search to locator to dealer. If your dealers need marketing material, see trade and dealer marketing; if you need more dealers, see dealer development.
Do we need the buyer's consent to pass the enquiry to a dealer?
The form should say plainly that the details go to a named dealer. India's data protection law applies to personal data, so check the wording and your dealer's own use with your own adviser.
How do we agree cost and timing?
Send the requirements brief and speak with us. Scope, fee and term are then put in writing, with no figure or duration decided before that.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.

By industry

Dealer lead generation, written for your industry.

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