Gully Sales builds the working kit your sales team uses in live conversations: one-pagers, product sheets, comparison sheets, proposal templates and follow-up messages, mapped to each stage of your sale and kept current in one library.
Gully Sales Private Limited builds sales and marketing systems for small and medium businesses across India, and every engagement starts with a free audit.
In one paragraph
Sales collateral development from Gully Sales gives your sales team the documents they actually use to move a deal: one-pagers, product and service sheets, comparison sheets, objection-handling notes, proposal and quotation templates, and follow-up messages for email and WhatsApp. Each piece is mapped to a stage of your sale, written from your agreed positioning, designed for the channel it travels on, and kept in one maintained library with an owner.
The problem
In most Indian SMBs the sales material grew the way the business did: a brochure made for an exhibition, a spec sheet the factory typed up, a proposal one senior person wrote years ago and everyone still copies. Each piece was fine for the moment it was made. The trouble starts when a prospect who has just had a good meeting receives a forward that looks nothing like the conversation. If any of the following is familiar, this service was built for your situation.
Why it persists. Collateral is nobody's job. Sales is measured on closures, marketing on campaigns, and the documents in between are produced when someone shouts for them. Because each piece is made in a hurry for one deal, it is never mapped to the sale as a whole, never reviewed against what buyers actually ask, and never retired. The pile grows and the confidence in it shrinks.
If it stays unresolved. The business keeps depending on its two or three strongest salespeople to carry every conversation from memory. Growth means hiring more people who cannot be handed what those few know, follow-ups keep leaking deals, and every new product launches with material built the same rushed way as the last.
What changes
In the first weeks
In how the work runs
In sales and marketing
In what management can see
Over the longer term
Gully Sales controls the audit, the stage map, the writing, the design and the library set-up. Whether deals move faster, objections reduce or enquiries rise depends on your team using the kit, your pricing and the market; we build the material and the tracking so you can see what is happening.
Who it is for
What Gully Sales does
Collateral audit and stage map
We collect every document, deck, sheet and message template your team currently sends, sit with the people who sell, and map each piece to the stage of the sale it is meant to serve: first contact, discovery, evaluation, proposal, negotiation, onboarding.
Message spine for the sale
From your positioning, or from a short messaging session if none exists, we write the sentences every piece must share: what you do, for whom, the proof that backs it, the reasons to choose you and the common objections with their honest answers.
Core sales pieces
The one-pagers and product or service sheets a salesperson sends most often: written for a specific buyer problem, laid out to be read on a phone as much as on paper, with a clear next step at the end of each.
Comparison and objection material
Sheets that handle the evaluation stage: how you compare with the alternatives the buyer is really considering, including doing nothing, and short written answers to the objections that come up in every deal.
Proposal and quotation templates
A modular proposal structure with approved blocks for scope, approach, proof, commercial terms and next steps, plus a quotation cover that explains what the numbers include before the buyer reaches them.
Follow-up and nurture messages
Short written messages for the moments between meetings: after a first call, after a site visit, when a decision is delayed, when a competitor is chosen, when a lost prospect might be worth a second try. Written for email and WhatsApp in the tone your team actually uses.
Library, versioning and usage tracking
We set up one place where the current version of every piece lives, name an owner, agree the rule for updating and retiring pieces, and put in simple tracking so you can see which documents are opened and which deals they touched.
How it runs
Audit and stage map
We gather every document and message template in use, interview the owner and the people who sell, and, where possible, sit in on a sales conversation or two. We map each piece to the stage it serves and record what buyers ask that nothing currently answers.
Message spine
Working from your existing positioning, or a short messaging session if none exists, we write the shared statements, proof points and objection answers that every piece will draw on, and check them with the salespeople who will have to say them out loud.
Write the core pieces
We draft the one-pagers, product or service sheets, comparison sheets and objection guide, in the order the stage map says matters most. Each draft is tested by asking a salesperson to send it in a real situation and tell us what the buyer did with it.
Templates and messages
We build the proposal block library, quotation cover and terms page, then write the follow-up message set for email and WhatsApp. Blocks are drawn from your strongest recent proposals, cleaned of anything that only applied to one client.
Design and production
Each piece is laid out in your visual identity for the format it travels in: A4 for print and tenders, phone-friendly PDF for WhatsApp, editable documents for proposals. Files are named and versioned according to the library convention.
Library, tracking and walkthrough
We set up the shared library, put usage tracking on the links the team will send, name an owner and write the update rule. Then we walk the sales team through the kit: which piece, at which stage, with which message, and what to do when something changes.
Review and refresh
After an agreed period we review usage data and salesperson feedback, retire what is not used, fix what buyers misread, and add the pieces that new objections or products have made necessary.
Ways to work with us
Collateral audit and stage map
The first stage on its own: every piece assessed, the sale mapped, gaps and duplicates named. Useful when you want to know what to fix before committing to a full build.
Core kit build
The full engagement for one business or product line: audit, message spine, core pieces, comparison and objection material, templates, follow-up messages, library and walkthrough.
Launch collateral
A focused build for a single new product, service or market, drawing on your existing spine and library and producing only the pieces that launch needs.
Library retainer
Ongoing ownership of the kit after the build: scheduled reviews, refreshes for product and price changes, new pieces as the sale evolves, and usage reporting.
Why Gully Sales
We write for the salesperson, not for the reception wall.
Gully Sales builds sales and marketing systems for Indian SMBs, and collateral is judged by one test: does a salesperson reach for it in a live deal? Pieces are drafted, sent in real conversations and revised on what the buyer did next.
The kit is mapped to your sale before anything is written.
The stage map comes first, so every piece answers a specific buyer question at a specific moment. That is the difference between a set of working documents and another brochure that tries to do everything.
It is built for WhatsApp and the tender file alike.
Indian B2B selling runs on phone screens, printed A4 and formal tender submissions at once. Each piece is designed for the format it actually travels in, not adapted from a single print layout as an afterthought.
Proof is verified before it is printed.
Comparison sheets and proof sheets carry only claims and customer evidence you can stand behind in front of a buyer. Where proof is missing we say so and help you gather it rather than invent it.
The library has an owner and a rule, so it lasts.
Most collateral projects end with a folder that decays within months. Ours ends with a versioned library, a named owner, an update rule and usage tracking, so the kit stays current and the next round is built on evidence.
Where it applies
Industrial manufacturing
Business services
Building materials and hardware
Software and technology services
Healthcare and diagnostics
Agri inputs and food processing
Proof
Kambar Group
Questions buyers ask
We need every document and message template the team currently sends, recent proposals both won and lost, your product and service facts, verified customer results and logo files. From people, we need the owner or sales head for decisions, two or three salespeople for interviews and draft testing, and a named person to own the library afterwards. Expect a few hours a week from the sales lead during drafting and review; the salespeople's time is mostly testing pieces in real conversations.
It depends on how many products and segments the kit must cover, how many pieces the stage map calls for and how quickly your team can review drafts. A launch kit for a single product is shorter than a full build for several lines. We set a schedule with milestones at the audit and confirm it before work starts, rather than quoting a fixed duration on a page before we have seen your sale.
A brochure or capability presentation tells the company's story once, usually at the start of a relationship. Sales collateral is the set of working documents used throughout a deal: a one-pager for the follow-up, a comparison sheet at evaluation, a proposal template at commercial stage, a message when the decision stalls. This service builds that working kit. If what you need is a printed brochure or a company deck, those are separate services we can point you to.
Not necessarily. If you have a positioning document or brand guidelines we work from them. If not, the message spine stage includes a short messaging session that settles the core statements the kit needs. What we cannot do is build collateral for an offer that is still changing every month; in that case we would recommend settling the positioning first and say so at the audit.
Yes. Most Indian B2B follow-up happens on WhatsApp, so every piece is produced in a phone-friendly format alongside A4 for print and tender files, and proposals are delivered as editable documents your team assembles. Follow-up messages are written for both email and WhatsApp in the tone your team uses. If you need regional-language versions we include that in the scope discussion.
Against the baseline recorded in the audit. We track which pieces are used and at which stage, how many document versions are in circulation, whether follow-ups get replies, how buyers describe your offer after reading the material, and whether enquiries arrive with the right expectations. Usage data comes from tracking on shared links; comprehension and objection signals come from the sales team's records and short buyer conversations. We report monthly once the library is live.
Only where they can be verified. Proof sheets carry customer evidence you have permission to use and can stand behind in front of a buyer; where a result cannot be verified we mark it as a gap and help you gather it rather than invent it. Comparison sheets state factual differences against the alternatives buyers actually consider, worded so your salesperson can hand them over without embarrassment if the competitor ever sees them.
That is what the library and its update rule are for. Every piece is versioned and has a named owner on your side, and the assembly guide shows which blocks to change. For price or product changes that affect many pieces at once, the library retainer covers scheduled refreshes; otherwise the review stage at the end of the build shows your owner how to make the change and retire the old version.
That is the question we design for. Salespeople are interviewed at the audit, test drafts in real conversations, and are walked through the kit before it goes live, so it reflects how they sell rather than how a designer imagines they sell. Usage tracking shows within weeks which pieces are being sent and which are not, and the review stage retires what is ignored. Adoption still needs the sales head to expect it, which we discuss honestly at the start.
Brand strategy and naming, logo and identity design, corporate brochures and catalogues, capability presentations and investor pitch decks, customer case-study production, website copy, advertising creatives and CRM set-up are separate services. Sales training beyond the kit walkthrough, and printing, are also outside this engagement. Where the audit shows one of these is what you actually need first, we will say so and link you to the right service.
Yes, and for channel-led businesses it is often the main point. We produce dealer-forwardable versions of product sheets and one-pagers, a dealer proposal cover, and a shared library section your partners can access directly. Usage tracking then shows which dealers are sending current material and which are still improvising. Where partner material needs its own structure, our channel and partner growth service can extend the work.
Request a brand and messaging consultation through the free audit. Bring whatever the team sends today, including the pieces you are unhappy with, and a rough picture of how a typical deal runs from first contact to close. In the call we look at where the sale is losing momentum, tell you whether collateral is the right fix, and if it is, propose a scope and fee for you to consider.
Talk to us
The free audit is a working look at your current collateral and where your sale stalls, not a pitch. If the honest answer is that you need positioning, a brochure or sales training first, we will say so and point you to it.