Job Description

Join Sam Seng -- a 56-year-old wholesaler with 800+ SKUs -- as a field Sales Representative. Drive sales across F&B, HORECA and heartland accounts, execute merchandising and grow customer relationships. Base + commission.

Company Introduction

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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 summary

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The 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

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Execute daily/weekly sales calls and visits to assigned territory (F&B outlets, small chains, cafes, 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.

KPIs (examples)

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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.

Required skills & experience

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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.

Preferred

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Experience selling to HORECA, cafes, bakeries, or heartland retailers. Conversational English, Mandarin or a dialect to support diverse customer base. Familiarity with B2B ordering portals or basic Excel skills.

Behaviours & competencies

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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.

Working conditions & travel

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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.

Compensation & benefits

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Competitive base salary + commission/bonus based on sales targets. * Statutory employer contributions, paid leave and training, etc.