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

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

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

• 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.

KPIs (examples)

• 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

• 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

• 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.

Behaviours & competencies

• 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

• 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

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