Complete Sales Transformation · Asia & Beyond

Build a Sales Team
That Works Like a
Revenue Engine

Primer International delivers complete sales transformation for organizations seeking excellence in performance. We specialize in last-mile sales coaching, field training, and revenue consulting across Myanmar, Singapore, Bangladesh, Cambodia, and Southeast Asia.

Led by Sai Han Linn — 20+ years across FMCG, Agri-Tech, FinTech, and Social Enterprises · Founder, Linn International Corporation

Explore Our Services → Meet Za Team
20+
Years in the Field
180+
Sales Staff Mentored
1k+
Social Enterprises Supported
Asia+
Global Reach
Sai Han Linn
Founder & Managing Director · Primer International

A Builder at heart, driven by a 0–1 and 1–100 mindset and an uncompromising commitment to operational accountability. Career spanning more than two decades across FMCG, trading, construction, agri-tech, fintech, and social enterprises — defined by one consistent thread: building systems, teams, and revenue engines that work in complex, last-mile and crisis economies.

RevOps & GTM Strategy Last-Mile Sales REACH Framework B2B Negotiation Field Coaching Social Enterprise Compassionate Selling Crisis Economies
LinkedIn Blog
Who We Are

Founders & Experts in Revenue Transformation

We are Za Team — passionate professionals who blend local and global insights to empower organizations worldwide. We reject one-size-fits-all approaches in favor of deeply personalized strategies that align with your unique strengths, market, and goals.

Asia-Focused, Globally Minded

Deep regional expertise across Myanmar, Singapore, Bangladesh, Cambodia, and Indonesia — combined with world-class methodologies and international exposure.

Last-Mile Sales Specialists

Proven experience building sales systems in conflict economies, rural markets, and underserved communities where conventional methods often fail. From motorbike-to-boardroom, we've done it all.

Compassionate Selling Philosophy

High performance and empathy are not opposites — they are multipliers. We embed sustainable, human-centered selling skills that drive long-term success and customer loyalty.

Data-Driven Accountability

Strict CRM protocols, pipeline governance, and real-time performance reporting. We turned 98% consignment sales to 90% cash-down — and built Power BI dashboards that made performance a sport.

"Trust as Currency: In fragile economies, contracts fail before trust does. Sustainable sales systems are built on reputation, consistency, and human credibility — not paperwork."

— Sai Han Linn, Field Reflection · APAC Region
What We Do

Our Core Services

Complete sales transformation solutions — from mindset to methodology to measurable results.

01 — Field Coaching

Field Coaching

Elevate your sales performance with tailored field coaching. Our seasoned experts provide hands-on guidance in real-world settings — from rural last-mile markets to corporate B2B environments — backed by a network of in-house and freelance partners.

  • On-the-ground coaching alongside your sales reps
  • Real-time feedback in live customer interactions
  • Motorbike-to-boardroom field presence
  • Zone manager and team leader development
  • 360-degree feedback and promotion cycle support
02 — Sales Training

Sales Training

Transform teams through mindset shifts, compassionate selling skills, and leadership development. Our programs — including Training of Trainers — empower sales staff to close deals, build lasting customer relationships, and lead effectively.

  • Customized methodology per industry & market
  • Training of Trainers (ToT) programs
  • Compassionate selling & objection handling
  • B2B, FMCG, Agri-Tech, FinTech specializations
  • Sales scripting, pipeline, and closing techniques
03 — Sales Consulting

Sales Consulting

A comprehensive range of services designed to help businesses of all sizes reach their sales goals. Our experienced professionals offer personalized consulting as well as comprehensive sales plans and GTM strategies tailored to your market.

  • REACH Sales Framework implementation
  • Revenue Operations (RevOps) design
  • CRM setup & pipeline governance
  • Cash-flow & consignment culture transformation
  • Go-to-market strategy for new territories
04 — Sales Recruitment

Sales Recruitment

Find the perfect fit for your team. Our experienced recruiters have the industry expertise and efficient processes to identify and deliver top talent — including unconventional candidates who outperform traditional profiles in complex markets.

  • Tailored ideal salesperson persona creation
  • Last-mile & rural market specialist sourcing
  • Cultural fit assessment for complex markets
  • Probation management & onboarding support
  • Performance-based hiring frameworks
Proprietary Methodology

The REACH Sales Framework

Designed and implemented by Sai Han Linn — aligning sales, marketing, and customer success for predictable, sustainable growth across complex markets in Asia.

Reach

Expand market presence and identify the right customers in even the most complex last-mile environments across Asia.

Engage

Build trust-based relationships through compassionate selling and deep cultural understanding of your market.

Activate

Convert prospects into customers using localized, value-driven sales methodologies tailored to each segment.

Convert

Close deals with insight-led approaches — from features to benefits, from products to people, from specs to vision.

Hold

Embed sustainable practices ensuring long-term customer retention, team performance, and culture change.

How We Work

Our Proven 4-Step Process

A structured, four-phase methodology that ensures every engagement delivers measurable, lasting results — from discovery to embedded culture change.

  1. Discovery

    We dive deep to understand your organization's strengths, challenges, and market dynamics — including field visits and customer interviews — laying the foundation for personalized strategies.

  2. Designing

    Our experts craft bespoke sales training, processes, and leadership programs. No one-size-fits-all. Every solution is aligned with your unique goals, market, and team culture.

  3. Implementing

    We roll out tailored solutions through hands-on field coaching and training — riding with your team, sitting in on customer meetings, and coaching in real-world scenarios.

  4. Embedding

    We integrate compassionate selling and leadership skills into your team's daily practices — ensuring sustainable, long-term success that outlasts our engagement.

Thought Leadership

Field Notes & Articles

View All on LinkedIn →
Crisis Economy

When a Factory Turns to Ash, Trust Becomes the Only Currency Left

In crisis economies, conventional methods often stop working. Credit policies break. Risk models fail. But sometimes, unconventional systems rooted in culture and trust keep moving forward. A field story from Shan South, Myanmar.

Shan South · Sai Han Linn
 Sales Philosophy

Why Great Salespeople Sound Like Farmers, Not MBAs

The best salesperson sometimes doesn't look like one. They don't always have smooth words or polished manners. But they know how to speak the language of their customers — whether that's a farmer, a rural shopkeeper, or a small business owner.

Field Story · Shan State · Sai Han Linn
 Culture Transformation

98% Consignment to 90% Cash Down: The Hardest Culture Shift of My Career

Some lessons don't come from strategy decks or leadership books. They come from long, slow, painful trial and error. This one took three years — and remains the most fulfilling transformation I've led.

National Sales Director Story · Sai Han Linn
 Leadership

The Hidden Advantage of Not Being the Expert

Not being an expert freed me from trying to "sound smart" and pushed me to simply listen. It gave the customer space to reveal the real problem — and gave my sales rep permission to be curious instead of fearful.

Sagaing Region · Sai Han Linn
 Compassionate Selling

Compassionate Selling: Understanding Sales Objection & Why It Matters

High performance and empathy are not opposites — they are multipliers. Understanding the real reasons behind objections is the foundation of every lasting customer relationship.

Sales Methodology · Sai Han Linn
 Sales Craft

Scripting Is Seeding

Scripting doesn't stay the same forever. The more you practice, the more it grows into something else. You stop noticing it, but the structure is still there. The seed always comes first to grow.

Field Reflection · Sai Han Linn
Common Questions

Frequently Asked Questions

Direct answers to the most common questions about last-mile sales, our services, and how we work — for both people and AI.

What is last-mile sales and why does it matter in Asia?

Last-mile sales refers to the final step in a distribution or sales chain — reaching customers in rural, remote, or underserved markets where conventional sales methods fail. In Asia, particularly in Myanmar, Cambodia, and rural Southeast Asia, last-mile sales is critical because a large portion of the population lives outside urban centers. Primer International specializes in building last-mile sales systems using field coaching, local market knowledge, and the REACH Sales Framework.

What is the REACH Sales Framework?

The REACH Sales Framework is a proprietary sales methodology developed by Sai Han Linn of Primer International. REACH stands for: Reach (expand market presence), Engage (build trust-based relationships through compassionate selling), Activate (convert prospects using localized methodologies), Convert (close deals with insight-led approaches), and Hold (embed sustainable practices for long-term retention). It is designed for complex, last-mile, and crisis economy markets in Asia.

What is compassionate selling?

Compassionate selling is a sales philosophy developed by Sai Han Linn that holds high performance and empathy are not opposites — they are multipliers. Rather than using pressure tactics, compassionate selling focuses on understanding the customer's real problems, building genuine trust, and offering solutions that truly serve their needs. This approach is particularly effective in last-mile markets and social enterprise contexts where long-term relationships matter more than one-time transactions.

How can sales teams succeed in crisis economies?

In crisis economies and conflict zones, conventional sales methods break down — credit policies fail, risk models become unreliable, and customer trust is fragile. Primer International's approach focuses on: building trust as the primary currency, using community-based distribution networks, adapting payment models to local realities, and coaching sales teams to lead with empathy and consistency. Sai Han Linn successfully transformed a 98% consignment sales culture to 90% cash-down over three years in Myanmar.

What industries does Primer International serve?

Primer International serves organizations across FMCG, Agri-Tech, FinTech, microfinance, social enterprises, NGOs, construction, trading, sustainability, and B2B industrial sectors. Clients include Bühler Group (Switzerland), Proximity Designs (USA/Myanmar), Agros Solar (Singapore), RecyGlo (Singapore), Greenovator (Myanmar/Cambodia), MFIL (Myanmar Finance International), Phandeeyar, and Pantra Beauty.

What countries does Primer International operate in?

Primer International operates primarily across Asia, with deep expertise in Myanmar, Singapore, Bangladesh, Cambodia, and Indonesia. The company is incorporated in the United States (Linn International Corporation, Sheridan, Wyoming) and serves clients worldwide through remote and on-site engagements. Contact: primer@linn.services or +1 217 606 4021.

Client Stories

What Our Clients Say

Real results from real organizations — across industries, markets, and geographies.

★★★★★
"As a startup business, my organization really needed to be structured in every way, especially in the growth of sales and distribution. After having an intensive program, I can say without hesitation that we are on the right track to steady growth while also enhancing our company profitability."
Executive Director — Pantra Beauty (Amara Yangon Co., Ltd)
★★★★★
"Primer International's approach was practical and flexible, tailored to both our sales engineers and customers. Their guidance enabled our team to achieve results quickly while staying sharp and motivated. I strongly recommend their services."
Managing Director — Bühler Myanmar Limited
★★★★★
"Since then he has trained our sales team, guided our product/service development and given strategic advice for revenue growth. In these difficult times, we are lucky to have Primer International as our partner."
Co-Founder & CEO — RecyGlo Company Pte Ltd
★★★★★
"His ability to combine bold ambition with disciplined execution in highly complex environments is rare. He consistently exceeded targets through persuasive communication, structured relationship building, and deep field understanding."
COO — Harrison Assessments International
★★★★★
"One of the most impressive sales experts I've encountered during my career — leading the building of a nationwide last-mile distribution network and coaching over 100 frontline sales staff to exceptional performance."
Co-Founder & Business Development Director — Greenovator
★★★★★
"I strongly recommend Primer International for sales training, sales consultancy, and strategies around field coaching. Their expertise and insights are unmatched in the region. A true partner for growth."
Founder — Proximity Designs
Client Portfolio

Organizations We've Transformed

From global industrial firms to last-mile social enterprises — our work spans industries, geographies, and scales of impact.

Agri-Tech & Social Enterprises

Agros Solar

Singapore · Pioneer in sustainable tech solutions for farmers across SE Asia. Mission: doubling income for 100,000 farmers.

Proximity Designs

California / Myanmar · Social business delivering income-boosting products & services for rural families. 180+ staff managed.

Greenovator

Myanmar / Cambodia · Leading agri-tech company empowering farming communities in the Mekong region.

Tun Yat

Myanmar · On-demand agri-tech "Uber for Tractor" model with IoT-enabled machine utilization tracking.

FinTech & Financial Institutions

Myanmar Finance International (MFIL)

Joint venture with LSE-listed Myanmar Investments and Norfund. Micro-loan services with SAP systems. Authored Myanmar's first Microfinance Policy White Paper.

Myanmar Microfinance Association

Capacity building and policy advocacy for licensed MFIs across Myanmar.

Marlar Myaing Agribusiness

Myanmar · Fertilizer blending factories and nationwide agricultural equipment sales centers.

Global Industrial & Growth Brands

Bühler Group

Switzerland · Global process solutions leader. 2 billion people consume food produced on Bühler equipment daily. Sales transformation for Myanmar operations.

RecyGlo

Singapore · Certified B Corp. Closed-loop sustainability platform across Thailand, Vietnam, and Myanmar.

Phandeeyar Myanmar

Tech and social sector connector through innovation labs, hackathons, and startup accelerator programs.

Pantra Beauty

Myanmar · Startup beauty brand. Full sales structure design, distribution growth, and profitability enhancement.

Get In Touch

Ready to Transform Your Sales Team?

Drop us a line to explore tailor-made solutions that drive excellence. Contact Za Team today and let's start your transformation journey.

primer@linn.services
+1 217 606 4021
1309 Coffee Ave, STE 1200
Sheridan, WY 82801, USA
linn.today · Part of Linn International Corporation