Sales Executive - #1167422

Sales Executive

B2B, Industrial and Retail Sales – Sugar, Rock Sugar and Flour Products

Job Summary

We are looking for a hands-on and results-driven Sales Executive to grow the sales and distribution of our sugar, rock sugar, flour and packaged retail products.

The role covers the full sales cycle, including developing new customers, managing existing accounts, opening new sales channels, coordinating orders with operations and ensuring timely collection of payments.

The successful candidate must be commercially driven, operationally hands-on and comfortable selling to industrial customers, food manufacturers, distributors, wholesalers, supermarkets, retailers and food-service businesses.

Key Responsibilities

Sales and Business Development

• Develop new B2B sales opportunities for sugar, rock sugar, flour and packaged retail products.

• Prospect and secure new customers, including:

  • Food manufacturers and industrial food users

  • Bakeries and confectionery manufacturers

  • Beverage manufacturers

  • Central kitchens, caterers and food-service operators

  • Distributors and wholesalers

  • Supermarkets, minimarts and traditional retail outlets

  • E-commerce and other emerging sales channels

• Conduct cold calls, customer visits, product presentations and regular sales follow-ups.

• Prepare quotations, pricing proposals, product information and samples.

• Convert enquiries and trial orders into recurring customer accounts.

• Negotiate pricing, order quantities, delivery schedules and payment terms within approved guidelines.

• Achieve monthly and annual revenue, sales volume and gross-margin targets.

• Increase sales through higher order volumes, increased order frequency and cross-selling of additional products.

Channel Development

• Identify and open new B2B, industrial, wholesale and retail sales channels.

• Develop relationships with supermarket buyers, category managers, distributors and wholesalers.

• Secure new product listings, additional retail outlets and wider distribution coverage.

• Explore new industries, customer segments and product applications.

• Support product launches, festive promotions, sampling activities, trade events and retail activations.

• Monitor the performance of each sales channel and recommend improvements to product mix, pricing and promotions.

Account Management

• Manage and grow existing customer accounts.

• Maintain regular contact with buyers, purchasing managers and business owners.

• Understand customers’ purchasing patterns, production requirements and expected demand.

• Conduct customer visits, account reviews and sales follow-ups.

• Identify opportunities to increase revenue and sales volume from each account.

• Respond promptly to customer enquiries, feedback, complaints and service issues.

• Maintain strong customer relationships while protecting the company’s pricing, margins and payment terms.

Credit Control and Collections

• Take ownership of payment collection for assigned customer accounts.

• Review the accounts receivable ageing report regularly.

• Follow up actively on invoices before and after their payment due dates.

• Contact customers regarding overdue balances and obtain clear payment commitments.

• Maintain proper records of payment follow-ups, disputes and agreed payment dates.

• Work closely with the finance team to reconcile accounts and resolve payment discrepancies.

• Escalate long-overdue accounts, broken payment promises and credit risks promptly.

• Ensure that new orders comply with approved credit limits and payment terms.

• Seek management approval before accepting further orders from customers with serious overdue balances.

• Balance sales growth with healthy cash collection and credit management.

• Be accountable for both sales generated and payments collected.

Sales and Operations Coordination

• Coordinate customer orders with production, warehouse, purchasing, logistics, quality assurance and finance teams.

• Confirm stock availability, production lead times and delivery schedules before committing to customers.

• Communicate customer forecasts, urgent requirements and special orders to the relevant teams.

• Support accurate order processing and timely fulfilment.

• Coordinate deliveries, customer collections, returns, replacements and order amendments.

• Follow up on stock shortages, delayed deliveries, damaged goods and other operational issues.

• Ensure packaging, labelling, product specifications and delivery requirements are communicated accurately.

• Provide updated sales forecasts to support inventory and production planning.

• Monitor stock levels and highlight potential shortages or slow-moving inventory.

• Assist with customer registration, product approval documents, tenders and audit-related requirements.

Supermarket and Retail Sales

• Liaise with supermarket and retail buyers regarding listings, pricing, promotions and replenishment.

• Coordinate listing forms, product information, samples and promotional submissions.

• Conduct store visits to check product availability, shelf placement, pricing and competitor activity.

• Follow up on replenishment and out-of-stock situations.

• Monitor the performance of promotions and retail listings.

• Work with customers and distributors to improve product visibility and sell-through.

Reporting and Administration

• Maintain accurate customer records, quotations, price lists and payment terms.

• Update the sales pipeline and track new business opportunities.

• Prepare weekly and monthly sales reports, forecasts and collection updates.

• Track sales performance by customer, product, channel, volume and margin.

• Review and report on overdue balances in the ageing report.

• Monitor competitor pricing, promotions and new products.

• Provide management with feedback on customer demand, credit risks and market opportunities.

• Support sales budgeting, stock forecasting and business planning.

Requirements

• Diploma or Degree in Business, Marketing, Sales, Supply Chain, Food Science or a related discipline.

• At least 2–3 years of relevant experience in sales, account management or business development.

• Experience in food manufacturing, FMCG, food ingredients, wholesale, supermarkets or distribution is preferred.

• Experience selling to industrial customers, food manufacturers, supermarkets, distributors or wholesalers would be an advantage.

• Comfortable with cold calling, customer visits and developing new accounts.

• Comfortable following up firmly and professionally on overdue payments.

• Able to understand ageing reports, credit terms and outstanding invoices.

• Strong communication, negotiation and relationship-management skills.

• Commercially minded and able to balance sales, margins and credit risks.

• Hands-on, organised and able to coordinate closely with operations.

• Strong attention to detail and follow-through.

• Proficient in Microsoft Excel and other Microsoft Office applications.

• Able to communicate effectively in English and Mandarin.

• Possession of a valid driving licence and access to a vehicle would be an advantage.

Key Performance Indicators

• Achievement of revenue, sales volume and gross-margin targets.

• Number of new B2B and industrial customers secured.

• Number of new sales channels and retail listings opened.

• Revenue growth from existing customers.

• Increase in order frequency and average order value.

• Percentage of receivables collected within agreed payment terms.

• Reduction in overdue and long-outstanding balances.

• Conversion of sales leads and trial orders into recurring accounts.

• Accuracy of sales forecasts and customer order information.

• Timely coordination and fulfilment of customer orders.

Remuneration

• Monthly salary of up to S$4,000, depending on experience and suitability.

• Sales incentives or performance bonuses may be provided based on agreed targets.

• Transport or car allowance may be provided depending on the requirements of the role.

• Mobile phone allowance may be provided.

• Allowances and overall remuneration package are negotiable based on experience, customer network and ability to perform the role.