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Company Introduction
Sam Seng Pte Ltd — established 1969 — is a trusted Singapore wholesaler of dry goods & food products with 800+ SKUs, serving F&B chains, modern trade, heartland retailers, charitable organisations and HORECA partners.
Role summaryThe Sales Representative is a hands-on field seller responsible for acquiring and growing accounts, maintaining strong customer relationships, executing trade activities and ensuring excellent on-the-ground service. This is a quota-carrying role focused on day-to-day sales activity, merchandising and collection support.
Key responsibilities- Execute daily/weekly sales calls and visits to assigned territory (F&B outlets, small chains, cafés, hawker/heartland stalls, retail accounts and institutional clients).
- Achieve individual sales targets (revenue and units) and contribute to team targets.
- Grow existing accounts through cross-sell and up-sell of Sam Seng's 800+ product range.
- Onboard and demo new products to customers; manage product sampling and re-order follow-ups.
- Set up and maintain merchandising displays, rotate stock checks and ensure product availability/visibility at customer locations.
- Take and process orders accurately (phone/WhatsApp/CRM/B2B portal) and coordinate with operations for timely fulfilment.
- Resolve day-to-day customer issues and escalate complex service, pricing or credit issues to Sales Manager/Operations.
- Maintain accurate customer records, visit notes and pipeline in CRM/ERP.
- Support trade promotions, in-store activations and ad-hoc events—may include occasional after-hours or weekend work.
- Assist with collections and follow-up on outstanding invoices in coordination with Finance.
- Monthly sales revenue and units sold vs target.
- Number of new accounts activated per month/quarter.
- Order frequency & average basket size for assigned accounts.
- On-time merchandising/visit completion % (based on CRM).
- Customer satisfaction / retention for assigned accounts.
- Accuracy of order entry and reduction in delivery exceptions.
- 1–3 years' field sales experience in FMCG, foodservice, wholesale distribution or retail trade (Singapore).
- Proven ability to prospect, close and manage small-to-medium B2B accounts.
- Comfortable working on the road; valid Singapore driving license preferred but not mandatory.
- Basic numeracy and good command of spoken and written English.
- Smartphone literate (WhatsApp ordering, Google Maps) and experience with CRM or willingness to learn.
- Customer-first attitude, resilient, organised and target-driven.
- Experience selling to HORECA, cafés, bakeries, or heartland retailers.
- Conversational English, Mandarin or a dialect to support diverse customer base.
- Familiarity with B2B ordering portals or basic Excel skills.
- Proactive hunter mentality with strong follow-through.
- Excellent interpersonal and relationship-building skills.
- Attention to detail with a focus on order accuracy and merchandising standards.
- Team player who coordinates effectively with operations and finance.
- Adaptable to a business undergoing digital transformation.
- Field-based with daily travel across Singapore; usual office check-ins.
- Requires carrying product samples and occasionally visiting warehouses.
- Some evening or weekend work for promotional events may be required.
- Competitive base salary + commission/bonus based on sales targets.
- Statutory employer contributions, paid leave and training, etc.
