Marketing and 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
Marketing and Sales training for 30 MSMEs that will be conducted at the MDSF’s premises,
followed by hybrid one-on-one clinics per MSME, some of which will be conducted at the MSMEs’
premises.
2. Objective of the Assignment
The objective of this assignment is to enhance the marketing and sales capabilities of 30 MSMEs
operating in the agri-food and agriculture production sectors in the Bekaa region. The selected
trainer or training organization will be responsible for equipping MSME participants with practical
knowledge, tools, and strategies to improve their market reach, boost product visibility, and
increase sales performance.
The assignment aims to:
● Strengthen MSMEs’ understanding of marketing principles tailored to the agri-food and
agriculture sectors.
● Build the capacity of MSMEs in developing effective sales strategies and customer
engagement techniques.

● Support MSMEs in identifying and reaching new markets through both traditional and
digital channels.
● Provide customized guidance through one-on-one hybrid clinics to address the unique
marketing and sales challenges faced by each business.
● Contribute to the long-term sustainability and competitiveness of participating MSMEs in
local and regional markets.
The training and follow-up clinics should be practical, inclusive, and adapted to the capacities of
MSMEs with varying levels of digital and marketing literacy.

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. All materials must be approved in advance by MDSF.
● Deliver two in-person workshops tailored to enterprise size and capacity:
○ One for 10 micro enterprises (simplified, practical content).
○ One for 20 small and medium enterprises (more strategic and advanced).
● Clearly distinguish between marketing and sales functions during the sessions,
covering:
○ Marketing: Branding, positioning, target markets, pricing, packaging, digital
promotion tools, and customer journey strategies.
○ Sales: Sales funnel development, negotiation, customer relationship
management, and retention.

● Introduce low-cost and digital marketing tools, including how to leverage platforms
such as ChatGPT/Canva for content creation, customer profiling, ideation, and campaign
planning.
● Provide MSMEs with practical and replicable tools for daily use in marketing and
sales operations.
● Conduct 6 hours of online and 21 hours of offline one-on-one clinics for 21 MSMEs,
offering tailored support to refine their marketing and sales strategies.
● Collaborate with MDSF to coordinate clinics logistics, scheduling, and venue (if hybrid
sessions are needed).
● Conduct pre- and post-training assessments to measure knowledge acquisition and
training impact.
● Submit individual reports for each MSME, including:
○ Summary of clinic sessions.
○ Observations and recommendations.
○ Finalized tools and templates shared.
○ Business continuity considerations related to marketing and sales.
● Deliver a consolidated final report to MDSF, highlighting overall outcomes, key
challenges, and strategic recommendations for continued MSME development.

4. Suggested Session Topics
For Micro Enterprises (10 MSMEs): Basic & Practical Focus
1. Introduction to Marketing and Sales for Agri-Food MSMEs
○ Understanding customer needs in local markets
○ Differentiating between marketing and sales

2. Building Your Brand on a Budget
○ Crafting a value proposition
○ Visual identity and storytelling basics
○ Local branding examples
3. Pricing and Product Positioning
○ Costing vs. pricing
○ Understanding value from the customer’s perspective

4. Low-Cost Marketing Strategies
○ Word-of-mouth, community outreach, packaging
○ WhatsApp Business, flyers, and small pop-ups

5. Introduction to Digital Tools for Marketing
○ Using Facebook, Instagram, and WhatsApp
○ How ChatGPT can help with content, ideas, and customer messages

6. Customer Retention and Building Loyalty
○ Creating repeat customers and getting referrals
○ Basics of customer service and feedback

For Small & Medium Enterprises (20 MSMEs): Strategic & Scalable Focus
1. Strategic Marketing Planning
○ Market research and customer segmentation
○ Setting marketing goals and KPIs
2. Advanced Branding and Product Positioning
○ Crafting a brand identity that resonates
○ Packaging, labeling, and compliance tips
3. Digital Marketing for Growth
○ Social media strategy (Meta Business Suite, Instagram, LinkedIn)
○ Online campaigns, ads, and content calendars
4. Using AI Tools (like ChatGPT) for Marketing and Ideation
○ Content creation, customer profiling, idea generation
○ Email templates, captions, and promotion writing
5. Pricing Strategies and Competitive Positioning
○ Dynamic pricing models
○ Benchmarking and competitive analysis
6. Measuring Marketing and Sales Performance
○ Key performance indicators (KPIs)
○ Simple tools for tracking ROI

7. Business Continuity and Adaptive Marketing
○ Planning for seasonal shocks, economic downturns, and supply issues
○ How to pivot and maintain customer relationships

5. Recommended Tools for MSMEs
To support MSMEs in applying the training content effectively and sustaining progress beyond the
training, the trainer is expected to provide or guide participants on the following practical
worksheets, templates, and accessible digital tools:
Foundational Worksheets & Templates (to be distributed by the trainer):
● Branding Worksheet – To define brand identity, values, and visual elements.
● Target Market Profile Template – To describe ideal customers, behaviors, and needs.
● Pricing Calculator – For cost-based and value-based pricing analysis.
● Social Media Content Calendar Template – For planning and scheduling posts.
● Sales Pitch Checklist – To guide structured sales conversations.
● Customer Feedback Form – To capture feedback and improve products/services.
● Marketing Plan Template – A 1-page plan to define goals and actions for the next 3
months.
● Sales Performance Tracker – To monitor key indicators (e.g., inquiries, conversions,
revenue).

● Customer Relationship Tracker – A basic Excel or printed sheet to log leads, follow-
ups, and outcomes.

● Product Positioning Matrix – To visually compare products vs. competitors (price vs.
value).
● Basic Arabic-language Contract Template – Adaptable sample with explained clauses
for MSME use.
Recommended Low-Cost Digital Tools (Introduced During Training):
● Canva – For creating branded visuals and packaging mockups.
● ChatGPT – To generate marketing content, promotional ideas, customer messages, and
FAQ responses.
● Meta Business Suite / WhatsApp Business – For managing online presence, messaging,
and ads.
● Google Sheets – For tracking sales, customer data, and expenses.
All templates and tools should be adapted to the digital literacy level of participants. Printed
versions should be provided for those with limited access to technology.

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 27 hours of hybrid (6 hours online and 21 hours on-site) clinics for
21 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 – July 25, 2025
○ SMEs Workshop – July 26, 2025
● Each session should run for 6–7 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 27 hours (6 hours online and 21 hours on-site) clinic sessions to be delivered
to 21 MSMEs.

● Clinics must be completed within two weeks following the workshops (i.e., by August
9, 2025).
● 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 marketing and 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 marketing and sales training for MSMEs: 25%
Availability and alignment with 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).