Field Sales Trainer (Jakarta)

BukuWarung; Jakarta Selatan; On-site; IDR 120,000,000 - 240,000,000; Full time

Job summary

BukuWarung is seeking a Field Trainer to elevate sales capability across its merchant field sales network. You will work primarily in the field, conducting ride-alongs, coaching, and on-the-spot feedback to new joiners and experienced reps.

You will partner with L&D, HRBP, and area leaders to identify gaps and craft quarterly training plans that drive measurable improvements. You will also lead onboarding, upskill existing teams, and develop leaders who can coach their teams.

Qualifications

• 5–6 years of combined field training and field sales experience.
• Willing to be placed in Jakarta/Pekanbaru/Makassar.
• Proven field trainer track record with measurable impact.
• Hands-on field sales experience, ideally in FMCG, telco, fintech, or MSMEs selling to warung or retail.
• Experience coaching leaders.
• Training needs analysis to identify skill gaps from field observation and data.

Responsibilities

• Identify skill gaps in the field through observation and data.
• Translate gaps into actionable quarterly training plans with L&D, HRBP, and area leaders.
• Deliver onboarding for new joiners through ride-alongs and in-field practice with feedback.
• Coach and upskill existing field sales teams on selling skills, objection handling, and territory planning.
• Roll out programs, SOPs, and top-performer practices across areas.
• Teach leaders how to coach their teams in the field and support new leaders in first 90 days.
• Create practical training content such as playbooks and scripts.

Skills

Field training

Field sales

Coaching

Facilitation

Feedback

Mobility

Job description

About the role

The Field Trainer drives sales capability across BukuWarung’s entire merchant field sales. This covers new joiners, existing Merchant Sales Executives (MSE) and Retail Sales Executives

(RSE), and field leaders (RSL, MSL). The work happens mostly in the field through ride-alongs, in-field coaching, and training reinforcement, rather than in a classroom.

You are the link between field execution and the L&D and business teams. You find skill gaps on the ground, close them through coaching and training, and build leaders who can coach their own teams. You also feed field insight back into training content and sales practices.

Key responsibilities

Training needs analysis and field insight

• Observe Merchant Success/Retail Sales and leaders in the field to identify skill gaps by area, cohort, and performance quadrant.

• Translate gaps into a quarterly training plan with L&D, HRBP, and area leaders.

• Share field insight on merchant behaviour, competitor activity, product adoption, and pitch

• effectiveness with business, strategic operations, and product teams.

New joiner onboarding and ramp-up

• Deliver the field portion of onboarding: ride-alongs, demo visits, and observed practice with on-the-spot feedback.

• Get new joiners to their first productive output in week 1 to 2.

• Flag at-risk new joiners early to their retail sales/merchant success and HRBP.

Upskilling existing field sales

• Run refresher and advanced selling-skills training, such as objection handling, merchant retention, cross-selling, and territory planning.

• Coach low performers and build individual improvement plans with their leaders, using the

• performance quadrant.

• Roll out new products, programs, and SOPs to the field so the message is consistent

• across all areas.

• Codify top-performer practices and spread them across teams.

Leader development (RSL, MSL)

• Teach leaders how to coach their teams in the field, including ride-along structure, giving

• feedback, and running effective 1:1s.

• Join leaders on field visits to observe how they coach, then give them direct feedback.

• Support training delivery and newly promoted leaders through their first 90 days.

• Train the trainer: certify Buddies and selected leaders to run field coaching and

• onboarding in their own areas.

Content and program design

• Build and update practical materials: playbooks, role-play scenarios, pitch scripts,

• one-page guides, and short video content.

• Standardize the field coaching method and certification criteria used across all areas.

Evaluation and reporting

• Measure training effectiveness through field observation, productivity data, and attrition

• data, not attendance alone.

• Report monthly to L&D and business leaders on capability gaps, program impact, and

• recommendations.

Requirements

• 5–6 years of combined field training and field sales experience. Candidates must have worked in both roles, not just one of them.

• Willing to be placed in Jakarta/Pekanbaru/Makassar

• Proven field trainer track record. Has trained and coached sales teams in the field, including new hires, experienced salespeople, and team leaders, with measurable impact on productivity or retention.

• Hands-on field sales experience. Has personally carried a sales target, ideally in FMCG, telco, fintech, or another business selling to MSMEs, warung, or retail outlets.

• Experience coaching leaders. Able to teach supervisors and team leaders how to coach their own teams, not just coach individual salespeople.

• Training needs analysis. Able to identify skill gaps from field observation and performance data, then design the right intervention.

• High mobility. You’ll travel frequently across provinces, stay out of town for extended periods, and relocate short‑time when needed.

• Strong facilitation and feedback skills. Credible with both field sales teams and leaders more senior than the trainer.

Nice to have

• Experience as a field supervisor or team leader.

• Train-the-Trainer or sales coaching certification.

• Experience supporting high-volume hiring with large monthly onboarding cohorts.

• Experience creating training materials such as playbooks, modules, or video content.

• Familiarity with digital or fintech products for MSMEs.