Business Development Executive (Sales)

Job Title: Business Development Executive (Sales)

ROLE

To secure new business-to-business (B2B) customers and grow sales of Pondok Abang’s food products through active prospecting, customer visits, product presentations and account development.

The role serves hotels, restaurants and cafés (HoReCa), home-based food businesses, hospitals, government bodies, caterers, food manufacturers, institutional kitchens and similar businesses. Modern trade accounts, including supermarket and hypermarket chains, are outside this role’s scope and are managed separately.

RESPONSIBILITIES

New Customer Acquisition

• Identify and approach potential customers within the assigned B2B sectors.

• Conduct cold calls, outreach, appointments and on-site visits to introduce the company’s products and secure sales opportunities.

• Establish relationships with business owners, purchasing personnel, chefs, kitchen managers and other decision-makers.

• Maintain a prospect list and follow up consistently to convert enquiries and product trials into paying customers.

Product Presentation and Sales Development

• Understand customers’ menus, operations, purchasing needs and budgets, and recommend suitable products, pack sizes and supply arrangements.

• Arrange product samples, tasting sessions and demonstrations, coordinating with the relevant internal teams.

• Explain product specifications, preparation methods, storage requirements, shelf life and available certification information accurately.

• Identify opportunities for repeat orders, cross-selling and higher-volume purchases.

Quotations, Negotiation and Sales Conversion

• Prepare quotations and proposals using approved pricing, discounts, minimum order quantities and payment terms.

• Negotiate commercial arrangements within the authority given by the Management and seek approval for exceptions.

• Follow up on quotations, address customer objections and secure confirmed orders or supply agreements.

• Coordinate customer registration, credit applications and account setup before commencing supply.

Institutional and Contract Sales

• Identify suitable supply opportunities with hospitals, government bodies, caterers and other institutional customers.

• Monitor relevant requests for quotations and tenders, and coordinate submissions with Management and the relevant departments.

• Gather customer requirements relating to product specifications, documentation, delivery schedules and contract terms.

• Ensure proposed commitments are approved and can be supported by the company’s production and delivery capabilities.

Customer Account Management

• Maintain regular contact with assigned customers to encourage repeat purchases and develop long-term business relationships.

• Monitor ordering patterns and follow up with inactive or declining accounts.

• Coordinate with Admin, Production and Logistics on stock availability, order fulfilment and delivery requirements.

• Address customer enquiries and complaints promptly, escalating quality or service issues to the appropriate department.

• Follow up on outstanding payments with customers and Finance, and comply with approved credit limits and terms.

Market Intelligence and Internal Coordination

• Gather feedback on customer demand, competitor products, pricing and market developments.

• Share opportunities for new products, customised products or manufacturing arrangements with Management.

• Provide sales forecasts and advance notice of significant orders to support production and stock planning.

• Represent the company professionally at customer meetings, trade events and business networking activities.

Sales Reporting and Performance

• Work towards agreed targets for sales revenue, gross profit, new customer acquisition and repeat business.

• Maintain accurate records of customer visits, enquiries, quotations, samples, orders and follow-up actions.

• Submit regular sales activity and pipeline reports, highlighting opportunities, expected order dates and obstacles.

• Develop and carry out action plans to improve sales performance.

Key Performance Indicators

Targets will be agreed with Management and include:

• Sales revenue and gross profit achieved.

• Number of new active B2B customers secured.

• Conversion of qualified prospects and quotations into orders.

• Repeat purchases and growth of assigned accounts.

• Customer retention and timely follow-up.

• Collection of outstanding payments within agreed terms.

• Accuracy and timeliness of sales records and forecasts.

REQUIREMENTS

• Relevant experience in B2B sales, preferably in food manufacturing, food distribution, foodservice or related sectors.

• Ability to prospect independently, approach new customers and close sales.

• Strong communication, presentation, negotiation and relationship-building skills.

• Ability to understand customer requirements and recommend practical product solutions.

• Organised and disciplined in managing appointments, quotations and follow-ups.

• Comfortable travelling for customer visits and conducting product presentations or tasting sessions.

• Familiarity with quotations, basic sales reporting and spreadsheet software.

• Experience with institutional procurement or tender submissions would be an advantage.

REMUNERATION

• Basic monthly salary of SGD$2,000.

• Monthly transport allowance of SGD$500.

• Sales Commission of 2% for every paid invoice.

• Paid Annual Leave of seven days (additional day per year until the maximum of 14 days)

• Paid Annual Outpatient Sick Leave of 14 days

• Paid Annual Hospitalisation Leave of 60 days