Sales Executive/Manager

Job Summary:

The Sales Manager is responsible for driving the Company's sales revenue and business growth across its institutional catering, corporate catering, events catering and related F&B services.

The role is responsible for identifying new business opportunities, developing and maintaining customer relationships, preparing commercial proposals and quotations, securing new contracts and ensuring that agreed sales targets and profitability objectives are achieved.

The Sales Manager is also responsible for leading and developing the sales team while working closely with Operations, Culinary, Finance and other departments to ensure that customer requirements are delivered effectively and profitably.

Job Description:

A. Sales & Business Development

• Develop and execute sales strategies to achieve the Company's monthly and annual revenue targets.
• Identify and develop new business opportunities within the institutional, corporate, events and catering sectors.
• Prospect for new customers through networking, referrals, business development activities, tenders and other appropriate channels.
• Build and maintain a strong pipeline of prospective customers and opportunities.
• Conduct sales presentations, customer meetings, site visits and business negotiations.
• Prepare and submit quotations, proposals, tenders and business presentations.
• Negotiate commercial terms, pricing and contract conditions within the Company's approved parameters.
• Ensure that sales opportunities are commercially viable and aligned with the Company's operational capabilities and target margins.
• Monitor competitors, market trends, customer requirements and pricing within the catering industry.

B. Revenue & Profitability Management

• Achieve agreed monthly, quarterly and annual sales targets.
• Monitor sales performance against budgets and forecasts.
• Ensure that proposed pricing adequately covers food, manpower, logistics, equipment, overhead and other relevant operational costs.
• Protect the Company's margins when negotiating with customers.
• Ensure Minimum Order Quantity (MOQ), minimum revenue or other commercial requirements are clearly communicated and maintained.
• Escalate requests for special pricing, discounts, sponsorships or exceptional commercial arrangements for management approval.
• Monitor customer accounts to ensure that revenue generated is commercially sustainable.

C. Customer Relationship Management

• Develop and maintain strong relationships with existing customers.
• Act as a key point of contact for major customers and strategic accounts.
• Understand customer needs and identify opportunities for additional or expanded services.
• Conduct regular customer reviews and follow up on feedback.
• Handle customer concerns and coordinate with the relevant departments to ensure timely resolution.
• Maintain a high level of customer satisfaction and retention.
• Identify opportunities for contract renewals, upselling and cross-selling.

D. Tender & Proposal Management

• Monitor and identify suitable tender and business opportunities.
• Coordinate the preparation of tender submissions with Operations, Culinary, Finance and Management.
• Ensure proposals are accurate, competitive and submitted within the required deadlines.
• Review customer specifications, scope of work, manpower requirements, meal volumes, menus, service requirements and commercial conditions.
• Ensure proposed solutions are operationally achievable and financially viable.
• Maintain proper records of submitted proposals, quotations and tender outcomes.

E. Sales Team Management

• Lead, coach and motivate the sales team to achieve individual and departmental targets.
• Set clear sales objectives and KPIs for sales personnel.
• Monitor individual sales performance and pipeline development.
• Conduct regular sales meetings and performance reviews.
• Provide guidance on prospecting, negotiation, proposal preparation and customer management.
• Develop the team's sales capabilities and product knowledge.
• Address underperformance and implement appropriate performance improvement measures where necessary.

F. Sales Administration & Reporting

• Maintain accurate customer and sales records.
• Ensure the CRM/customer database is updated regularly.
• Prepare weekly and monthly sales reports for Management.
• Monitor sales pipeline, conversion rates, outstanding quotations and tender opportunities.
• Prepare sales forecasts and revenue projections.
• Track contract expiry and renewal dates.
• Ensure all approved quotations, agreements and customer documentation are properly recorded and filed.

G. Internal Coordination

• Work closely with Operations and Culinary teams to ensure customer requirements can be fulfilled before commitments are made.
• Coordinate with Operations on manpower, logistics, delivery, equipment, setup and service requirements.
• Work with Finance on pricing, costing, credit terms and outstanding payments.
• Communicate customer requirements accurately to the relevant departments.
• Ensure proper handover of newly secured contracts and events from Sales to Operations.
• Participate in post-event or post-contract reviews to identify areas for improvement.

H. Company Policies & Compliance

• Ensure compliance with Company policies, procedures and approval processes.
• Maintain confidentiality of customer, pricing and Company information.
• Ensure all customer commitments are properly authorised before being communicated or confirmed.
• Comply with applicable food safety, workplace safety and operational requirements when conducting site visits or supporting catering operations.
• Maintain professional standards and represent the Company positively at all times.

QUALIFICATIONS & EXPERIENCE

• Diploma/Degree in Sales, Business, Hospitality, F&B Management or a related discipline preferred.
• Minimum 5 years of relevant sales/business development experience, preferably within catering, hospitality, F&B or related industries.
• Proven track record in achieving sales targets and securing new business.
• Experience in institutional or corporate catering will be an advantage.
• Experience in tender preparation, contract negotiation and proposal development preferred.
• Strong understanding of sales costing, pricing and margin management.
• Strong communication, negotiation and presentation skills.
• Good commercial awareness and business acumen.
• Proficient in Microsoft Office and relevant CRM/sales management systems.