Overall Objective of the Assignment

The overall objective of this assignment is to strengthen the sales and market development capacity of businesses participating in the Good Green Business Accelerator, enabling them to grow revenues, access new customer segments, and build the commercial foundations for sustainable business growth.

Responsibilities or duties

The expertise to be offered to the business will fall under the key thematic areas listed below, and specific to the needs of the businesses at a given time.

• Sales diagnostics and assessments Conduct an initial sales and commercial diagnostic for each business, covering current sales channels, customer base, pricing approach, conversion rates, sales cycle, and revenue trends. Review existing sales materials, customer communications, and marketing collateral to assess quality, relevance, and effectiveness. Identify key constraints limiting sales performance, including gaps in skills, systems, processes, and market positioning. Produce a concise sales diagnostic report for each business, forming the basis of the TA workplan.
• Sales systems and process development Design and implement fit-for-purpose sales processes, appropriate to each business’s size, sector, and sales model (B2B or B2C). Introduce basic customer relationship practices, including customer tracking, pipeline management, and follow-up systems — whether digital or manual. Develop standardised sales scripts, pitch frameworks. Where applicable, support businesses in adopting or optimising accessible customer relationship tools appropriate to their scale. Train business owners and designated sales staff on the implemented systems and processes.
• Customer acquisition and retention Support businesses in identifying, segmenting, and prioritising target customer groups, including individual consumers, institutional buyers and corporate clients. Develop customer acquisition strategies appropriate to each business’s context. Guide businesses in understanding customer feedback and using customer insights to improve offerings and increase satisfaction.
• Value proposition and sales materials Work with businesses to clarify and articulate a compelling, differentiated value proposition that speaks to the needs of their target customers and highlights the green or circular economy dimensions of their products or services. Support development of core sales materials in formats appropriate to the business’s sales context. Build capacity in presenting the business and its offerings clearly and persuasively, both verbally and in writing, to different customer types. Assist businesses in developing pricing structures and packaging that are competitive, clear, and aligned to value delivered.
• Market development and growth strategy Support businesses to identify underserved market segments with growth potential, including emerging opportunities in the green economy, circular economy supply chains, and sustainability-driven procurement. Develop a market development roadmap for each business outlining priority customer segments, market entry approaches, and key milestones for revenue growth. Build awareness of relevant market linkages, sector associations, trade platforms, and business networks in Uganda that can expand each business’s commercial reach. Where applicable, support businesses in developing partnerships or distribution arrangements with larger firms, aggregators, or retailers as a route to market.
• Sales capability building and coaching Deliver practical, on-site or accessible sales training sessions for business owners and designated sales staff, covering core commercial skills including prospecting, negotiation, closing, and account management. Provide one-on-one coaching to business owners to build confidence and competence in leading and managing sales functions within their organisations. Develop a simple sales performance monitoring framework for each business, enabling owners to track key metrics such as pipeline conversion, customer acquisition cost, and revenue per customer. Prepare a Sales and Market Development Manual for each supported business, documenting key sales processes, customer segments, value proposition, and market development priorities in a format usable by staff after the assignment.

The consultant(s) are expected to adopt a firm-level, hands-on approach, working directly with business owners and key staff at each enterprise. The following principles should guide the assignment:

• Contextualised support: Assistance should be tailored to each business’s current commercial capacity, sector, customer base, and growth stage.
• Capacity transfer: The goal is not to manage sales on behalf of businesses, but to build the knowledge, skills, habits, and systems that enable businesses to maintain and grow their sales functions independently after the assignment.
• Practical delivery: Where possible, sessions should be conducted on-site or at locations accessible to business owners, using plain language and practical tools appropriate to each business’s level of commercial sophistication.
• Green economy alignment: The consultant(s) shall ensure that market development strategies and sales approaches are cognisant of the green and circular economy context of participating businesses, including the specific value drivers and customer motivations relevant to sustainability-oriented products and services.
• Linkage to project objectives: The consultant(s) shall coordinate with the project team to align TA activities with business diagnostic findings, growth plans, access to finance initiatives and talent matching initiatives including coaching and mentorship.

Qualifications or requirements (e.g., education, skills)

Experience needed

• Sales diagnostics and assessments Conduct an initial sales and commercial diagnostic for each business, covering current sales channels, customer base, pricing approach, conversion rates, sales cycle, and revenue trends. Review existing sales materials, customer communications, and marketing collateral to assess quality, relevance, and effectiveness. Identify key constraints limiting sales performance, including gaps in skills, systems, processes, and market positioning. Produce a concise sales diagnostic report for each business, forming the basis of the TA workplan.
• Sales systems and process development Design and implement fit-for-purpose sales processes, appropriate to each business’s size, sector, and sales model (B2B or B2C). Introduce basic customer relationship practices, including customer tracking, pipeline management, and follow-up systems — whether digital or manual. Develop standardised sales scripts, pitch frameworks. Where applicable, support businesses in adopting or optimising accessible customer relationship tools appropriate to their scale. Train business owners and designated sales staff on the implemented systems and processes.
• Customer acquisition and retention Support businesses in identifying, segmenting, and prioritising target customer groups, including individual consumers, institutional buyers and corporate clients. Develop customer acquisition strategies appropriate to each business’s context. Guide businesses in understanding customer feedback and using customer insights to improve offerings and increase satisfaction.
• Value proposition and sales materials Work with businesses to clarify and articulate a compelling, differentiated value proposition that speaks to the needs of their target customers and highlights the green or circular economy dimensions of their products or services. Support development of core sales materials in formats appropriate to the business’s sales context. Build capacity in presenting the business and its offerings clearly and persuasively, both verbally and in writing, to different customer types. Assist businesses in developing pricing structures and packaging that are competitive, clear, and aligned to value delivered.
• Market development and growth strategy Support businesses to identify underserved market segments with growth potential, including emerging opportunities in the green economy, circular economy supply chains, and sustainability-driven procurement. Develop a market development roadmap for each business outlining priority customer segments, market entry approaches, and key milestones for revenue growth. Build awareness of relevant market linkages, sector associations, trade platforms, and business networks in Uganda that can expand each business’s commercial reach. Where applicable, support businesses in developing partnerships or distribution arrangements with larger firms, aggregators, or retailers as a route to market.
• Sales capability building and coaching Deliver practical, on-site or accessible sales training sessions for business owners and designated sales staff, covering core commercial skills including prospecting, negotiation, closing, and account management. Provide one-on-one coaching to business owners to build confidence and competence in leading and managing sales functions within their organisations. Develop a simple sales performance monitoring framework for each business, enabling owners to track key metrics such as pipeline conversion, customer acquisition cost, and revenue per customer. Prepare a Sales and Market Development Manual for each supported business, documenting key sales processes, customer segments, value proposition, and market development priorities in a format usable by staff after the assignment.

• Strong skills in sales process design, customer segmentation, value proposition development, and sales coaching.
• Excellent communication and facilitation skills, including the ability to deliver practical training and coaching to non-specialist business owners.
• Experience with digital sales tools or e-commerce as applicable to SME contexts

• A degree in Business Administration, Marketing, Commerce, or a related field.
• A minimum of five years of practical experience in sales management, business development, or commercial advisory, with a strong track record of supporting revenue growth in SME contexts.
• Demonstrable experience providing hands-on sales or market development TA to SMEs, ideally in Uganda or East Africa.
• Experience working in or advising businesses in green economy sectors, including renewable energy, waste management, eco-tourism, circular economy manufacturing, or organic agriculture.