Call for Sales Trainer

1. Background
Michel Daher Social Foundation (MDSF) is implementing the Salam Project, to support
Micro, Small, and Medium Enterprises (MSMEs) in the agri-food and agriculture
production sectors across the Bekaa region. The project includes capacity-building
components aimed at improving MSMEs’ competitiveness, brand visibility, and ability to
access and retain markets.
As part of this project, MDSF is seeking a qualified trainer or training organization to
deliver Sales training for 30 MSMEs that will be conducted at the MDSF’s premises,
followed by on-site one-on-one clinics per MSME, some of which will be conducted at
the MSMEs’ premises.

2. Objective of the Assignment
● Build MSMEs’ understanding of structured and customer-centered sales
processes.
● Strengthen their ability to convert leads into customers through practical sales
techniques.
● Improve negotiation, pitching, and closing skills tailored to the agri-food sector.
● Enable MSMEs to access and succeed in diverse sales channels (e.g., direct sales,
retailers, marketplaces).
● Guide participants in developing and applying a simple 3-month sales action plan.

3. Scope of Work
The selected trainer/service provider will:
● Develop and submit customized training agendas and learning materials for
each workshop, including presentations, exercises, toolkits, and real-life case
studies relevant to the agri-food sector and rural MSMEs. All materials must be
submitted in Arabic and approved in advance by MDSF.
● Deliver two in-person workshops tailored to enterprise size and capacity:
○ One for 10 micro enterprises (simplified, practical marketing content
with high visual and example-based learning).
○ One for 20 small and medium enterprises (strategic, structured, and
growth-oriented content).

● Send pre-session homework to all participants, 3–5 days before the workshops.
● Focus on core sales takeaways to ensure depth over breadth. These core areas
will be agreed upon with MDSF in advance.
● Use templates actively during the session. MSMEs will be asked to complete
key worksheets (e.g., pitch builder, customer tracker, pricing sheet) during the
training, allowing for real-time application and feedback.
● Structure the sessions to maximize engagement, including:
. Peer-to-peer roleplay or group simulation (e.g., mock sales pitch)
. Hands-on exercises and small group activities
. Guided use of tools such as pitch templates and CRM trackers
. Post-training commitment setting
● Assign a takeaway task at the end of the workshop. Each MSME will be
required to finalize a simple 3-month sales action plan using the template
provided, prior to their one-on-one clinic session. This ensures each clinic builds
on real work and accelerates progress.
● Conduct 14 hours on-site one-on-one clinics for 13 MSMEs, providing
personalized support to:
. Refine sales pitches and objection-handling strategies
. Customize CRM tracking tools to match their customer flow
. Identify specific sales opportunities (e.g., retail partners, co-ops)
. Review and improve their 3-month sales action plans
● Collaborate with MDSF to coordinate the clinic logistics, scheduling, and
on-site arrangements as needed to ensure equitable and smooth delivery.
● Conduct pre- and post-training assessments to measure knowledge acquisition,
skill development, and training satisfaction.
● Submit individual reports for each MSME, including:
○ Summary of clinic sessions
○ Key observations and tailored recommendations

○ Finalized tools and templates adapted for the MSME
○ Marketing continuity considerations (e.g., sustaining brand visibility and
adapting during crises)

● Deliver a final consolidated report to MDSF highlighting:
○ Summary of workshop implementation and clinic delivery
○ Analysis of MSMEs’ common marketing gaps and strengths
○ Recommendations for follow-up support and market activation
○ Annexes including attendance sheets, assessment results, clinic logs, and
MSME-specific outputs

4. Suggested Session Topics
Each session will focus on three core sales competencies, reinforced through
pre-session preparation, interactive exercises, and practical templates. Content will be
adjusted according to the business size and capacity of the participants.
For Micro Enterprises (10 MSMEs): Basic & Hands-On Sales Training
● Understanding the Sales Funnel
● Sales Pitching Through Storytelling
● Customer Follow-Up and Retention Basics
Integrated tools during session: Sales pitch builder, basic CRM tracker, and simple
follow-up checklist.
For Small & Medium Enterprises (20 MSMEs): Strategic & Scalable Sales Skills
● Strategic Sales Funnel Planning
● Effective Pitching and Objection Handling
● Sales Performance Tracking and CRM
Integrated tools during session: CRM tracker, pitch refinement worksheet, 3-month
sales action plan.
Each group will leave the session having:
● Practiced and refined a sales pitch
● Identified their key sales audience
● Started building their CRM or lead tracker
● Outlined their 3-month sales focus areas for the upcoming clinic

5. Recommended Tools for MSMEs
The trainer/service provider is expected to equip MSMEs with simple, practical, and
adaptable tools that align with the workshop content and allow for immediate application.
Tools should be provided in Arabic, available in both printable and digital formats, and
used actively during the training.
Foundational Worksheets & Templates (To be used during the session and
customized during clinics)
● Sales Pitch Builder
A step-by-step worksheet to help MSMEs develop a clear, persuasive pitch
highlighting product benefits, customer value, and a call to action.
● Basic CRM Tracker (Excel or Paper Format)
A tool to record customer information, sales follow-ups, inquiries, and outcomes.
Designed for low-tech users but adaptable for digital use.
● Objection Handling Guide
A short cheat sheet listing common buyer objections (e.g., price, quality,
delivery) and suggested responses in the agri-food context.
● Lead Generation Map
Helps MSMEs identify where their customers come from (market stalls, referrals,
social media, retailers) and how to expand reach.
● 3-Month Sales Action Plan Template
A simple one-pager where each MSME defines their target customers, key
messages, target sales channels, and expected outcomes.
● Customer Follow-Up Log
A printed or Excel sheet to help MSMEs track follow-up dates, customer
preferences, and order frequency for retention and loyalty.
● Pitch Practice Feedback Form
A quick peer-assessment form for role-play sessions, enabling MSMEs to
evaluate and improve their delivery and message clarity.
Recommended Low-Cost Digital Tools
● Google Sheets or Microsoft Excel
For setting up basic CRM systems and sales dashboards.
● WhatsApp Business
For catalog sharing, automated messages, and client communication.
● ChatGPT (Free Version or Mobile App)
For drafting product pitches, answering client FAQs, and generating promotional
messages.

● Meta Business Suite (Optional if relevant)
For managing Facebook/Instagram leads, especially for SMEs already selling
online.
These tools will be provided to participants during the training session and reviewed
again during the one-on-one clinics. The trainer is expected to ensure that each MSME
leaves with at least:
● A refined pitch,
● A working CRM or customer log, and
● A customized 3-month sales action plan ready for implementation.

6. Deliverables
The trainer/service provider is expected to deliver the following:

1. Training Agendas and Materials
○ Customized training agendas for micro and SME groups.
○ Workshop presentations, handouts, worksheets, and tools.
○ All materials must be submitted for MDSF approval at least 5 working
days before each session.

2. Two In-Person Workshops
○ One for 10 micro enterprises.
○ One for 20 small and medium enterprises.
○ Attendance sheets and short session evaluation forms to be submitted
post-session.

3. Pre- and Post-Training Assessments
○ Pre-training assessment to gauge baseline knowledge.
○ Post-training assessment to evaluate learning outcomes and participant
satisfaction.
○ Summary of findings and analysis.

4. One-on-One Clinic Sessions
○ A total of 14 hours of on-site one-on-one clinics for 13 MSMEs.

○ Brief documentation per session covering challenges, recommendations,
and support provided.

5. Individual MSME Reports
○ One report per MSME summarizing clinic observations, tailored
recommendations, finalized tools, and business continuity suggestions
related to marketing and sales.

6. Final Consolidated Report
○ Summary of training and clinic implementation.
○ Analysis of common MSME needs and trends.
○ Recommendations for follow-up support.
○ Annexes: attendance sheets, feedback forms, clinic logs, MSME reports.

7. Duration and Timeline
Workshops
● Two full-day, in-person workshops to be conducted at MDSF premises in Ferzol:
○ Micro Enterprises Workshop – August 22, 2025
○ SMEs Workshop –August 23, 2025
● Each session should run for 4 & 5 hours including breaks. The trainer is requested to
confirm the exact number of instructional hours needed per group in the technical
offer.
One-on-One Clinics
● A total of 14 hours of on-site one-on-one clinic sessions will be delivered to 13
MSMEs at their business locations in South Baalbeck and West Bekaa.
● Clinics must be completed within two weeks following the workshops.
● Scheduling will be done in coordination with the MDSF project team and
participating MSMEs to ensure flexibility and coverage.

8. Qualifications of the Trainer/Service Provider
The selected trainer or training organization must meet the following qualifications:
● Proven expertise in sales, with demonstrated experience in the agri-food and/or
fast-moving consumer goods (FMCG) sector.

● Prior experience working with MSMEs, particularly those based in rural areas
or vulnerable communities.
● Strong facilitation skills, with the ability to simplify complex concepts and
deliver practical, action-oriented training content.
● Fluency in Arabic (spoken and written) is required; a working knowledge of
English is considered an asset.

9. Selection Criteria
Selection Criteria Weight (%)
Relevance and quality of the technical
proposal 30%
Experience in sales training for MSMEs 25%
Availability and alignment with the proposed schedule 10%
Competitive financial offer 35%

10. Reporting and Supervision
The trainer/service provider will report and keep close coordination with the Project
Manager at MDSF. Coordination and scheduling support will be provided by MDSF
staff.

11. Payment Terms
- Payment will be made via bank transfer or Telegraphic Transfer (TT): 40% upon
completion of the 2-days training and the remaining 60% upon completion of all clinics
and submission of the final report
- Vendors without a valid MOF certificate will be subject to tax deductions in
accordance with Articles 41 and 42 of the Lebanese income tax law (3.4% on
goods and 8.5% on services).