Sales Executive
About Us
XING DA is a trusted wholesale supplier of root and bulb vegetables — onions, garlic, potatoes, ginger, and shallots — serving Singapore's F&B industry since 2004. Operating from Pasir Panjang Wholesale Centre (Blk 21, #01-147), we supply restaurants, food courts, caterers, food manufacturers, and hotels across the island.
We have recently launched a proprietary B2B digital ordering platform that enables our customers to browse products, place orders, track deliveries, and manage invoices — all from their mobile phone. We are now looking for a driven individual to help us bring this platform to the wider Singapore market.
The Role
As our Business Development Executive, you will be the face of XING DA's digital transformation. Your primary mission is to acquire new customers, onboard them onto our ordering platform, and grow our market share across Singapore's food and beverage sector.
This is not a desk job. You will be out in the field — visiting hawker centres, restaurant kitchens, food courts, catering companies, and food factories — building relationships and demonstrating how our platform saves time and money.
Key Responsibilities
Customer Acquisition & Market Development
- Identify, approach, and convert potential B2B customers across all F&B segments (restaurants, food courts, caterers, hotels, food manufacturers, hawker stalls)
- Conduct on-site visits and product demonstrations of the XING DA ordering platform
- Build and maintain a pipeline of prospective accounts using CRM tools and personal networks
- Negotiate pricing, credit terms, and supply agreements with new accounts
Platform Promotion & Onboarding
- Educate potential and existing customers on the benefits of our digital ordering system
- Guide new customers through the registration and onboarding process
- Collect feedback from users to help improve the platform experience
- Create simple promotional content (WhatsApp messages, short videos) for outreach
Relationship Management & Retention
- Maintain regular contact with onboarded customers to ensure satisfaction and repeat orders
- Identify upselling opportunities (new product lines, increased order frequency)
- Resolve customer issues promptly by coordinating with operations and logistics team
- Represent XING DA at industry events, trade shows, and networking functions
Market Intelligence
- Monitor competitor activities, pricing trends, and market developments
- Provide weekly reports on sales activities, pipeline status, and market feedback
- Suggest new market segments or geographic areas for expansion.
Mid-career individuals who are seeking a career transition are welcome to apply.
Requirements
Must-Have:
- Minimum 2 years of experience in B2B sales, business development, or field sales — preferably in F&B supply, food distribution, or FMCG
- Fluent in English and Mandarin Chinese (spoken and written) — to communicate effectively with our diverse customer base
- Comfortable with technology and mobile apps; able to demonstrate digital tools confidently
- Own transport (motorcycle or car) for daily field visits across Singapore
- Self-motivated, target-driven, and comfortable working independently
- Valid Singapore work authorization (Citizen, PR, or existing valid work pass)
Good-to-Have:
- Existing network or contacts within Singapore's F&B industry (restaurant owners, chefs, procurement managers)
- Proficiency in Malay or Tamil — a significant advantage for reaching hawker and Indian restaurant segments
- Experience with WhatsApp Business, social media marketing, or digital lead generation
- Knowledge of fresh produce, vegetables, or food supply chain operations
- Prior experience promoting SaaS platforms, mobile apps, or digital tools to traditional businesses
Earning Potential
Top performers in this role can realistically earn SGD $4,000 – $5,000+/month (base + commission) . As our customer base grows, so does your recurring commission from repeat orders — meaning your income compounds over time.