IndiaMART and JustDial leads: a response playbook for the first call and the week after

An IndiaMART enquiry or a JustDial lead is not like a form filled in on your own website. The buyer did not pick you; they described a need to a marketplace, and many of these enquiries — a buy requirement posted for a product category, a search for a service in a particular area — reach several sellers at around the same time. What usually wins is not the lowest price on the first call but the seller who calls first, shows they read the requirement, and follows up exactly when they said they would.

Why these leads behave differently

• They are often shared. When the same buyer hears from several sellers, the first useful conversation becomes the benchmark the others are measured against.
• They carry little information. An IndiaMART enquiry usually has a product, a subject line and a short message; a JustDial lead may have only a name, a number, a category and an area. The first call has to fill in the rest.
• Intent is mixed. Real buyers, price checkers and other sellers all come through the same door, so qualify quickly.
• They are time-sensitive. Business buyers tend to enquire during their working day and often shortlist the same day. An enquiry left until tomorrow morning may already be decided.

Getting enquiries into the calling queue

The first delay is usually the copying: someone pastes enquiries from the seller panel into a sheet, and a caller picks them up later. In LumaKol both sources connect under Setup → Lead sources, so each enquiry arrives as a lead with an owner and rings that person’s phone. IndiaMART and JustDial are included on the Growth plan and above, and during the free trial.

IndiaMART

• Choose Add source → IndiaMART and paste your CRM key. You generate it in the IndiaMART Seller Panel under Lead Manager → CRM integration (Import/Export leads). The key is stored encrypted.
• LumaKol checks IndiaMART for new enquiries every five minutes — the rate IndiaMART allows for each key — and “Check IndiaMART now” fetches them straight away. When a source is first added it looks back over the previous day, so enquiries that came in while you were setting up are not missed.
• The subject line, the product the buyer asked about and their message become the first note on the lead, so the caller sees the requirement before dialling. Name, company, address, city, state and PIN code fill the lead’s fields, alternate numbers are saved as additional numbers, and the enquiry type IndiaMART reports is kept as the lead’s campaign.

JustDial

• Choose Add source → JustDial to get a private webhook URL. Send it to your JustDial account manager and ask them to push your leads to it. Once JustDial switches it on, leads arrive as they are sent.
• Name, mobile number, email, company, city and PIN code fill the lead; the category and area the person searched in are kept as a note, which tells the caller what the call is about.

Each source has its own routing: who gets the leads (always one person, or shared in turn between several), the starting stage, and tags added to every lead. The owner gets a push the moment a lead arrives. A buyer who enquires again does not become a second lead for a second caller: the repeat enquiry is added as a note on the lead you already have, matched on its main or additional numbers. Each source’s Activity lists its latest enquiries, newest first, as New lead, Repeat or Not added — for example when there was no valid phone number — and a source that runs into a problem is marked Needs attention with the reason.

The first few minutes

Fast response should not depend on someone watching a screen:

1. Route to phones, not inboxes. Each source assigns its own leads, and the push opens the lead with the requirement already in the note.
2. Put a clock on it. An automation rule with the trigger “A new lead is not called in time”, limited with “Lead source is” IndiaMART and JustDial, can pass the lead to the next person in turn and notify managers when nobody has called within, say, ten minutes. LumaKol checks every minute, and the “Call new leads fast” template is a ready starting point.
3. Cover the gaps. Lunch, meetings and the last hour of the day are when shared enquiries slip. Sharing leads in turn between several callers works better than sending everything to one person who is already on a call.

Reports → Coaching shows speed to lead — how long new leads waited for their first call, from under five minutes upwards. If marketplace leads wait longer than the rest, the cause is usually routing: a source pointing at one person, or at nobody.

The first call: confirm, understand, agree the next step

Assume the buyer has already heard from someone else. Keep the call short and specific, and end it with a dated next step.

1. Open with their requirement, not your company history: “I’m calling from [company] about your IndiaMART enquiry for [product]. Is this a good time for two minutes?” Naming what they asked for shows you read it.
2. Confirm the need in their words: what exactly, how many, for what use, needed by when, delivered where.
3. Ask one question that separates buyers from browsers, such as “Is this for a current order or for planning?” or “Have you already received quotes?”
4. Offer one concrete reason to keep talking: stock you can confirm, a delivery date, a sample, a visit or a technician slot.
5. Agree the next step and its time: “I’ll send the quote on WhatsApp within the hour and call you at four to go through it.” Then log the outcome so the follow-up is booked.

JustDial leads are often for local services, and the first call is closer to a booking: confirm the area, the problem and a convenient slot, then send the confirmation on WhatsApp. Scripts can be chosen per source in Settings → Call scripts, so IndiaMART leads show your marketplace opener and JustDial leads show the service one, on the caller’s screen before and during the call.

Qualifying without interrogating

Custom fields (Settings → Custom fields) keep these answers in the same place on every lead instead of scattered through notes. Settings → Call outcomes holds the list callers pick from after each call, and each outcome can set the next follow-up and move the lead to a stage. A short set suits marketplace leads, for example: Requirement confirmed, Quote sent, Call back later, Not reachable, Price check only, Not a fit.

A follow-up cadence for the week after

Few marketplace orders close on the first call. Adjust the timings to your own sales cycle, but keep the shape:

If the first call does not connect, try again within the hour and send a short WhatsApp introducing yourself; a buyer comparing sellers may reply to a message before answering an unknown number. The wait between unanswered attempts and the maximum number of attempts are set once in Settings → Calling policy, so callers do not have to remember them. An automation rule on “Calls go unanswered” can tag a lead and set a follow-up for the following week after, say, three unanswered calls in a row.

For the quote itself, a quote on the lead lists items, quantities, prices, tax and any discount, and is shared as a link — on WhatsApp in a tap. You see when the customer opens it, and they can accept it and pay to your UPI ID from the quote page. Message templates (Settings → Message templates) keep the introduction and follow-up texts consistent, with the lead’s name and any custom field filled in. For the longer tail, a sequence can send emails from your own connected mailbox, remind the owner to send a WhatsApp or SMS with the text ready, and set follow-up tasks, each after the wait you choose.

Judging the two sources fairly

Enquiry counts flatter every listing. For IndiaMART and JustDial separately, look at how many leads were called within your target time, how many calls connected, how many got a quote, and how many became orders — and set that against what the listing costs you. The dashboard’s Lead sources card shows where new leads came from in the range you pick, and each source shows how many enquiries became new leads and how many were repeats.