Sales Executive - Beverage Technology (Cafés | Restaurants | Hotels)

AITEA PTE. LTD.; Singapore; On-site; SGD 45,000 - 65,000; Full time

Job summary

A beverage company based in Singapore is looking for a Field Sales Executive to manage the commercial cycle for beverage machine rental programs. The candidate will develop new business, conduct product demonstrations, and prepare proposals for clients in cafés and restaurants. Requirements include 2–5 years of B2B sales experience and confidence in demo presentations. The role necessitates local travel for meetings and site coordination, presenting an exciting opportunity for sales professionals passionate about the F&B industry.

Qualifications

• 2–5 years B2B sales experience in F&B or related industries.
• Confident in conducting product demos and consultative selling.
• Strong written communication skills for proposals and follow-ups.
• Comfortable with local travel for meetings and site coordination.

Responsibilities

• Develop new business within Singapore's café and restaurant sector.
• Conduct demos and tastings to promote beverage machine rentals.
• Prepare proposals covering rental and purchase options.
• Drive account growth and recurring revenue through reorders.
• Coordinate with Ops for installation and training.

Skills

B2B sales experience

Product demos/tastings

Strong written communication

Commercial discipline

Networking with café/hotel stakeholders

Job description

Employment Type

Full-time

Location / Territory

Singapore only (field-based; local travel for meetings, demos/tastings, and site coordination)

Eligibility

Open to Singapore Citizens and Singapore Permanent Residents only. Work pass sponsorship is not available for this role.

Role Purpose

Drive growth for AiTEA’s beverage machine rental programs (primary) and concentrate supply business (recurring), while supporting machine purchase requests when required. You will own the full commercial cycle—lead generation, demos, trials, closing, and clean handover—then grow accounts through repeat ordering and expansion.

Key Responsibilities

1) New Business Development (Singapore)

• Prospect and develop a target list across cafés, restaurants, and hotels in Singapore.
• Run structured outreach (calls, site visits, referrals, partnerships) and book discovery meetings.
• Qualify opportunities based on: concept fit, expected beverage volume, peak-hour workflow, footprint, utility readiness, staffing, budget, decision-makers, and timeline.

2) Demo / Tasting / Trial-to-Rollout Conversion

• Conduct demos and tastings; recommend a segment-fit menu lineup (core best sellers + seasonal rotation).
• Define trial success criteria (e.g., drinks/day target, customer feedback, prep time, wastage) and convert trials into signed rental rollouts.
• Ensure operator readiness: concentrate storage guidance, cleaning routine, staff training plan.

3) Commercials & Closing (Rental-first; Purchase optional)

Prepare proposals/quotations covering:

• Rental packages (deposit, monthly rental, contract term, inclusions/exclusions, service/warranty, replacement policy, early termination terms)
• Concentrate program (SKU list, MOQ, pricing, delivery cadence, storage requirements)
• Purchase option (if requested: price, warranty, service plan)
• Negotiate within approved guardrails; elevate exceptions before committing (pricing, MOQ, scope, timelines).

4) Account Growth & Recurring Revenue (Concentrates)

• Drive reorder cadence and minimize stock-outs using forecasting and reorder reminders.
• Upsell/expand: additional machines, additional outlets, new flavours, accessories, upgraded service tiers.
• Capture and share market insights (competitor positioning, win/loss reasons, flavour trends).

5) Execution Discipline & Handover

• Coordinate with Ops/Installation on site readiness, delivery schedule, and training dates.
• Deliver complete handover documentation (scope, contacts, site checklist, install plan, acceptance criteria).
• Maintain accurate CRM records and weekly forecasts.

KPIs (Typical)

• Demos/tastings completed per week
• Trials started per month
• Trial-to-rollout conversion rate (%)
• Rental contracts closed + rental recurring revenue (e.g., MRR)
• Concentrate reorder rate + concentrate revenue per active account
• Gross margin adherence (rental + concentrates)
• CRM hygiene: next step/date always present; forecast accuracy improving over time
• Handover quality: zero “missing scope/contact/readiness” issues

Requirements (Merit-based)

• 2–5 years B2B sales experience (F&B/ hospitality, beverage, equipment, FMCG, or similar preferred).
• Confident in product demos/tastings and consultative selling.
• Commercial discipline: understands recurring revenue, pricing/margin guardrails, MOQ logic, and basic contract terms.
• Strong written communication: proposals, scope summaries, and follow-up emails.
• Comfortable travelling within Singapore for meetings, demos, and site coordination.

Advantage

• Network with café/restaurant groups or hotel F&B stakeholders.
• Experience selling into hotels (multi-stakeholder procurement cycles).

Non-Negotiable Behaviour

Failure to meet these is a performance issue regardless of sales results.

1. Self-Driven Execution — generates pipeline without being chased; consistent weekly cadence; always has next steps + dates.
2. Ownership End-to-End — owns lead → demo → trial → close → clean handover → reorder rhythm; no scope confusion.
3. Accountability & Transparency — pipeline is truthful; when deals slip, states the real reason + recovery plan + revised date early.
4. Adaptability — adjusts approach by segment (café/restaurant/hotel) and stakeholder; applies win/loss learning quickly.
5. Integrity — no overpromising scope/timelines; stays within guardrails or escalates approvals before committing.

Auto-fail red flags

• Inflating the pipeline with unqualified leads
• Unapproved discounts/terms/service promises
• Blaming others without a documented follow-up trail
• Surprising the team late with avoidable issues

Working Conditions

• Field work within Singapore; meeting times may occasionally align to outlet operating hours.

Fair Hiring Statement (Singapore)

AiTEA recruits and selects based on job-related qualifications, skills, knowledge, and experience, and avoids discriminatory criteria irrelevant to the job.