🔄 Sales Process Flow for Decorative
Concrete Products
🧩 Stage 1: Lead Capture & Qualification – “Nurturing
Stage”
Handled by: Sales Executive / Telecaller (Person 1)
Objective: Qualify and educate the lead.
🔽 Input Sources:
● Social Media (Instagram, Facebook)
● WhatsApp / Call / Email
● Website Inquiry Form
● Referrals (Client, Architect, Contractor)
● Inbound Walk-ins
✅ Qualification Checklist (Ask These 5 Questions):
1. What product are you looking for?
2. Quantity required?
3. Preferred color/style/finish?
4. Tentative timeline and urgency?
5. Delivery/Installation location?
🔽 Next Steps:
● Share Tentative Pricing / Product Brochure (PDF or WhatsApp catalog)
● Input Qualified lead into ZOHO/BIGIN CRM with full details
● Tag/Assign to Category Specialist or Territory Owner (Person 2)
📞 Stage 2: Follow-up & Conversion – “Negotiation &
Closure”
Handled by: Sales Closer / Business Development Manager (Person 2)
Objective: Convert to order.
🔽 Tasks:
● Engage via call/meeting for follow-up
● Resolve objections (pricing, timeline, design)
● Offer customized solutions or discounts (if needed)
● Get Order Confirmation & receive Advance Payment
● Mark lead as Closed/Won in CRM
🎨 Stage 3: Design & Coordination – “Execution Prep”
Handled by: Designer / Project Coordinator (Person 3)
Objective: Finalize design and prep execution.
🔽 Actions:
● Create a WhatsApp group with client, designer, sales, and ops
● Share design options / renders / mockups
● Take final design approval from client
● Schedule KOM (Kick-Off Meeting) with design & execution teams
● Confirm production specs & timeline
🏭 Stage 4: Production to Installation – “Delivery &
Completion”
Handled by: Operations / Project Execution Team
🔽 Workflow:
1. Production Begins (as per approved design)
2. Collect Remaining Payment before dispatch *(This would be handled by Sales
team)
3. Dispatch Coordination (with site readiness check)
4. Installation Supervision
5. Client Sign-off upon Completion
📢 Stage 5: Closure & Feedback
Handled by: Sales Executive / Customer Experience Team
🔽 Tasks:
● Collect Client Feedback (compulsory)
● Share Before/After photos for portfolio
● Request Google Review / Testimonial
● Offer referral incentive if applicable
✅ Additional Optimization Tips:
🔧 Tools to Use:
● CRM (Zoho/BIGIN)
● WhatsApp Business API with templates
● Google Forms or Typeform for feedback
🔁 Weekly Tracking: ( By Siddhant Sir )
● Review lead-to-conversion ratio
● Follow-up aging leads
● Enquire about high value quotes.
● Highlight stuck orders in team meetings
🎯 Mission Statement (FY 2025–26)
This sales process serves as a strategic roadmap for our organization, aligning all
efforts toward our long-term vision for the financial year 2025–26. It defines our
goals, priorities, and execution framework to:
● Ensure cross-functional alignment
● Improve decision-making and accountability
● Optimize resource allocation
● Enhance productivity and performance
● Drive strategic initiatives and innovation
● Mitigate operational and business risks
By executing this plan, we aim to build a resilient, customer-centric, and future-
ready sales function that delivers consistent value and scales sustainably.
🧭 SWOT – Strategic Foundation
✅ Strengths
● Durability & Longevity
High-performance concrete offering exceptional durability, weather
resistance, and long-term value.
● Exclusive, Focused Product Portfolio
A curated range of premium concrete products that emphasize
quality, craftsmanship, and design differentiation.
● Customization & Artisanal Excellence
Extensive custom options in shape, texture, color, and design —
tailored to each client's aesthetic and functional needs.
● Color Consistency Expertise
Advanced in-house color-matching capabilities ensure precision in
customized orders.
● Design Innovation & Craftsmanship
Unique, hard-to-replicate designs achieved through in-house talent
and expert vendor collaborations.
● Concrete Technology Leadership
Proprietary concrete mix designs ensure superior surface finish,
strength, and flexibility across applications.
● Agility & Adaptability
Quick to adapt to trends and technology, enabling us to respond
efficiently to market demands.
● Precast Precision & Scalability
Scalability for both large-volume and bespoke projects without
compromising quality.
● Customer-Centric Approach
Strong market reputation built on responsiveness, relationship-building,
and end-to-end client support.
● Integrated Infrastructure
Design and manufacturing under one roof enables streamlined
operations, faster execution, and better quality control.
● Future-Ready Culture
A mindset rooted in innovation, continuous learning, and challenge-
driven problem solving.
❌ Weaknesses (to monitor/address)
● High customization may lead to longer lead times
● Data allocation & distribution with strategic assignment
● Premium pricing may limit access to mass-market customers
● Brand awareness may be limited outside niche architectural circles
● Heavy reliance on word-of-mouth vs. structured marketing funnel
🌐 Opportunities
● Rising demand for luxury, sustainable, and artisanal building materials
● Government and private sector investment in urban design &
infrastructure
● Collaborations with architects, designers, and retail showrooms
● Expanding into tier-1 and tier-2 premium residential markets
● Showcasing through digital platforms, expos, and trade fairs
⚠️Threats
● Price-based competition from mass manufacturers
● Delays due to raw material or logistics disruptions
● Client education gaps around the value of premium concrete
Target Market
🎯 OVERALL STRATEGY:
Position our products not just as construction materials — but as design
elements. High-end buyers care about aesthetics, durability, sustainability, and
prestige. So go beyond specs and focus on design integration and brand value.
1. 🧱 Architects & Interior Designers
What They Want:
● Unique textures, colors, and finishes
● Samples and visual catalogs
● Sustainability, innovation
● Compatibility with their design language
How to Sell:
● Create a specification-friendly product catalog with textures,
dimensions, CAD files, and mood board references.
● Offer free samples or mockups for their projects.
● Build relationships via one-on-one meets or design events (e.g.,
architecture expos).
● Offer commission or referral incentives without being tacky.
2. 🏡 Premium End Users (Farmhouses)
What They Want:
● Aesthetic, luxury appeal
● Low maintenance
● Customization options
● Exclusivity
How to Sell:
● Use Instagram/Facebook with project showcase videos and lifestyle
content.
● Offer on-site consultation and mock installation demos.
● Sell the feeling (e.g., “transform your garden into a Mediterranean
courtyard”).
● Provide bundle packages: pavers + landscape lighting + furniture base,
etc.
● Offer seasonal offers or premium service plans.
3. 🏢 Corporates
What They Want:
● Durability, low maintenance
● Eco-credentials
● Cost-benefit analysis
How to Sell:
● Pitch with case studies of prior installations.
● Emphasize green building standards (LEED, IGBC) compliance.
● Highlight employee-friendly design (e.g., anti-skid pathways, stylish
exteriors).
● Use presentations + mockups tailored to their branding.
4. 🧱 Builders & Developers
What They Want:
● Cost efficiency + scale
● On-time delivery
● Consistency in product
How to Sell:
● Provide bulk pricing models
● Emphasize delivery reliability and logistics.
● Offer custom branding on materials if desired.
● Provide a dedicated contact point or site engineer for their projects.
5. Government Projects
What They Want:
● Regulatory compliance
● Long-term durability
● Competitive pricing
How to Sell:
● Register on government procurement platforms (GEM in India, etc.).
● Understand tendering process and work with a consultant if needed.
● Highlight ISO certifications, durability reports, or lab test results.
● Bid for pilot/demo projects and leverage for future credibility.
6. Collaboration with Designers & Stores
What They Want:
● Unique, curated products
● High margins
● Exclusive rights or first-access offers
How to Sell:
● Offer exclusive collections or color variants.
● Provide point-of-sale displays for physical stores.
● Collaborate on custom product lines (“[Designer Name] x [Your
Brand]”).
● Use Instagram/YouTube influencers from architecture and interior
design niches.
👥 Customer Segmentation Framework
Understanding our customers allows us to prioritize efforts, tailored communication, and
drive smarter sales outcomes. Below is our refined segmentation model for FY 2025–26:
🔴 HOT Leads
Definition:
Customers with an urgent requirement.
Key Traits:
● Ready to buy immediately
● High intent, fast decision-makers
● Require rapid coordination and priority service
Sales Approach:
✅ Fast-track to pricing & availability
✅ Immediate design support
✅ Dedicated point of contact
🟠 WARM Leads
Definition:
Customers who have a clear requirement, but purchase is not immediate.
Key Traits:
● Interested, but in the planning or approval stage
● May require design or budget alignment
● Likely to convert with nurturing
Sales Approach:
✅ Stay in touch with relevant updates
✅ Share design ideas, mood boards
✅ Set follow-up reminders (CRM tracking)
🔵 COLD Leads
Definition:
General inquiries — typically comparing prices or exploring options.
Key Traits:
● Low urgency, price-sensitive
● Evaluating multiple vendors
● May lack clear design or budget direction
Sales Approach:
✅ Share product range and educate on value
✅ Nurture via newsletters or WhatsApp content
✅ Periodic check-ins (automated follow-ups)
🌟 ELITE CLASS Leads (Brand Amplifiers)
Definition:
High-profile individuals who enhance our brand value. This includes:
● Instagram influencers
● Celebrities
● Top executives and HNIs
● High-end architects or tastemakers
Key Traits:
● High expectations on quality, design, and service
● Strong word-of-mouth or social media influence
● Opportunity to build brand credibility
Sales Approach:
✅ Provide personalized consultation and premium service
✅ Offer exclusive previews or co-branded collaborations
✅ Leverage testimonials or case studies (with permission)
🧭 Summary Table:
Segment Buying Budget Sales Priority Nurturing
Intent Sensitivity Required
🔴 HOT Immediate Low Highest No
🟠 WARM Medium- Medium Medium Yes
term
🔵 COLD Uncertain High Low High
🌟 ELITE Variable Low High Medium
CLASS (strategic)
SALES & REVENUE TARGETS
Financial Year 2025–26
Annual Target: ₹12 Cr
Quarter-wise Targets (QoQ)
Quarter Revenue
Target
Q1 (Apr–Jun) ₹3 Cr
Q2 (Jul–Sep) ₹3 Cr
Q3 (Oct– ₹4 Cr
Dec)
Q4 (Jan– ₹2 Cr
Mar)
SALES STRATEGIES
1. Lead Generation & Outreach
● Drive new enquiries via targeted social media campaigns
● Post consistently on WhatsApp Status, Instagram, and LinkedIn
● Collaborate with Instagram influencers to boost visibility
2. Strategic Partnerships
● Establish corporate tie-ups for bulk deals
● Aggressively onboard new architects and design firms
● Launch and manage City Top 25 Architect Loyalty Program
3. Relationship & Loyalty Building
● Host curated networking events like the Architect Wine & Cheese Program
● Roll out the AID Program with rewards and referrals
● Collect feedback videos and photos for testimonials and the website
4. Sales Uplift Initiatives
● Introduce upselling schemes with value-added freebies
● Distribute branded goodie packs to top referrers and loyal clients
🧩 SALES TEAM STRUCTURE
1. Pre-Sales Team
● Acts as the first point of contact and represents the brand professionally.
● Handles all incoming calls, WhatsApp messages, and enquiries.
● Responsible for lead qualification and assigning leads based on location and
project requirements.
● Enters leads in real-time into the CRM system for tracking and handover.
2. Sales Coordinator
● Focuses on lead nurturing and relationship building throughout the sales
funnel.
● Manages negotiations, follow-ups, and customer communication.
● Addresses all billing and payment-related queries.
● Provides daily reports to the Sales Manager.
● Supports achievement of weekly and monthly targets, in coordination with
the Manager and CEO.
3. Sales Manager
● Reports directly to the CEO.
● Develops and executes the Annual Business Plan (ABP) and sales strategy.
● Fully accountable for meeting sales targets and revenue goals.
● Implements strategic initiatives based on market structure, trends, and
demand.
● Acts as a senior representative of the company at exhibitions, seminars, and
industry events.
📲 SALES & MARKETING TOOLS
● Instagram – for brand awareness, engagement, and lead generation
● Facebook – for wider reach and local community targeting
● LinkedIn – for B2B connections, corporate tie-ups, and professional outreach
● WhatsApp – for daily engagement, updates, and personal communication
● Email
● SEO
● Website
Factory Visit
Hospitality & Client Experience
● Welcome Drink Station: Includes Tea, Coffee & Cookies
● Dedicated Space Setup: For Architect Wine & Cheese Program
Infrastructure & Materials
● Whiteboard: For presentations, strategy discussions, and lead tracking
SALES PITCH
Enquiry through WhatsApp or Direct Call: (For Generic Information about Products)
Sales Person: Hello Sir/Ma’am, Good morning. How are you?
Thank you for calling Cretekala. This is Gandhali. How may I help you today?
Architect: I’m interested in basins & bathtubs for my upcoming project in Alibaug.
Sales Person: Perfect Sir. Let me brief you about us. We’re a lifestyle concrete products
company based out of Nashik. We use German materials to make a special type of
concrete called as High-Performance Concrete that is aesthetic & durable in all
conditions.
We’ve numerous options in Basins. May I know if you’ve selected any of our products or
if you would like me to assist you?
Architect: I’ve seen some on Instagram and would like to know all the options.
Sales Person: Ok sir, let me share our catalogues with you. It has all the details you’re
looking for. Is this your WhatsApp number?
Architect: Yes.
Sales Person: Perfect, I’ll share it right away. Thank you for taking the time to call us.
Have a great day ahead and Goodluck with your project.
Enquiry through WhatsApp or Direct Call: (For Specific Products)
Sales Person: Hello Sir/Ma’am, Good morning. How are you?
Thank you for calling Cretekala. This is Gandhali. How may I help you today?
Client: I’m interested in Raga seating & Four Seasons bathtub on your instagram and
would like to know the prices and if you could deliver to Bangalore.
Sales Person: Perfect Sir. Let me brief you about us. We’re a lifestyle concrete products
company based out of Nashik. We use German materials to make a special type of
concrete called as High-Performance Concrete that is aesthetic & durable in all
conditions.
I will share the pricing & other details with you over whatsapp. We’re happy to inform
that we ship products pan-India. . Is this your WhatsApp number?
Client: Yes. What is typical lead time and how long does it take to reach Bangalore?
Sales Person: Our current lead time is about 3-4 weeks and once dispatched, it takes
about 3 days to deliver to Bangalore.
Client: Ok, I will look forward to the details.
Sales Person: Perfect, I’ll share it right away. Thank you for taking the time to call us.
Have a great day ahead and Goodluck with your project.
Enquiry through WhatsApp or Direct Call: (For Material Information & Possibilities)
Sales Person: Hello Sir/Ma’am, Good morning. How are you?
Thank you for calling Cretekala. This is Gandhali. How may I help you today?
Architect: Hi. I saw your products on instagram and would like to understand your
company and products before specifying it in my upcoming project.
Sales Person: Perfect Sir. Let me brief you about us. We’re a lifestyle concrete products
company based out of Nashik. We do various designer concrete products like basin,
bathtubs, furniture, planters and lot of custom designs as well. Our forte is replicating
different textures, colors and patterns in concrete.
We use German materials to make a special type of concrete called as High-
Performance Concrete that is aesthetic & durable in all conditions. This is 30% lighter
than traditional concrete and 3 times stronger, almost 60-80Mpa. We are also able to
do concrete as thin as 10-40 mm, so this opens up a lot of possibilities in terms of
different forms, shapes that you could explore with this material.
Architect: What about colour fading or staining?
Sales Person: We use high quality German colours and mix them thoroughly in our
material. It fades 2-3% in 10 years so you can expect our products to look the same for a
long time. Also, we use two types of sealers to seal our concrete surfaces. First, a
penetrating sealer that goes into the pores of concrete and locks it. Secondly, a
topping sealer that is used as per utility of the product. So, a sealer used on a dining
table is tuned towards resisting stains like chatni, sauces, coffee, etc. and a sealer used
on outdoor products is tuned towards weathering agents like algae, etc.
Architect: Great. This sounds unique. What about cracking?
Sales Person: There are two of cracks that usually occur in concrete. Hairline cracks are
due to temperature variations and sudden changes. These are fine 1-2mm thick cracks
are not so easily seen but is an inherent material property. We continuously optimize our
mix-design to make sure this happens as less as possible but there is always a chance.
The second is a structural crack, meaning the product breaks apart. We take absolute
guarantee against this and it will never happen with any of our products.
Architect: Ok. Please share more details about all the products that you offer.
Sales Person: Ok sir, let me share our catalogues with you. It has all the details you’re
looking for. Is this your WhatsApp number?
Architect: Yes.
Sales Person: Perfect, I’ll share it right away. Thank you for taking the time to call us.
Have a great day ahead and we look forward to working with you soon.
Enhancing the Architect/Customer Experience
To improve first impressions and overall visual appeal for architects and
customers visiting the premises, the following key actions are recommended:
✅ Immediate Aesthetic Improvements
● Clean and Reorganize Planters:
Ensure all planters near the watchman cabin are clean and well-
arranged.
● Remove Planters Around Trees:
Eliminate clutter by removing mismatched planters placed directly
around trees.
● Replace Old Sofa with Concrete Sofa:
Remove the existing sofa and introduce a premium concrete sofa with
upholstry that aligns with the brand’s aesthetic.
🌿 Upgrades for Customer Engagement
● Add a Fountain Element:
Introduce a small, elegant water fountain to enhance visibility and
provide a calming ambience near the entrance or display zone.
● Cover Terrace for Booth Setup:
Install a shade/covering on the terrace area to enable a professional,
weather-proof space for displaying products or hosting meetings.
Additional Observations
We need to track the data via CRM & Google sheets.
Data Transparency & Confidentiality is the TOP PRIORITY.
Track the Data in CRM & Nurture the Leads from Entry till Conversion.
We use CRM to track the followup date & automate this process.
We’ll track the lead to Conversion ratio of different modes Like for INSTAGRAM,
Whatsapp, Website & Offline Channel.
This Helps us in Improving Our Weak Points & Enhance the productivity from already
Performing channels.
This way we can focus on Profitable channels in Next Financial Year.
We can Plan the Architect Visits.
Add Total Savings in Bill
