Sales Trainer

Location: Singapore

Reports to:Sales Director

Role Summary

We are seeking a hands-on Trainer who will drive retail sales excellence across our promoter network. This role combines frontline sales leadership with structured coaching and training.

The successful candidate will actively visit retail counters, observe sales promoters in action, identify performance gaps, and implement practical coaching strategies to improve conversion rates, customer engagement, and overall sales performance.

This is a highly visible role requiring strong commercial instincts, high emotional intelligence, and the ability to build trusted relationships with store personnel, vendors, and promoters.

Key Responsibilities:

Retail Sales Observation & Performance Troubleshooting

. Conduct regular site visits to retail counters

. Observe promoters selling techniques, customer engagement, and closing ability

. Identify sales skill gaps and behavioural issues

. Diagnose root causes of underperformance (knowledge, technique, attitude, store dynamics)

. Provide real-time coaching and corrective feedback

Sales Training & Upskilling

. Design and conduct practical sales training workshops

. Train promoters on:

o Customer approach techniques

o Objection handling

o Product storytelling

o Upselling & cross-selling

o Closing techniques

. Develop simple sales scripts and playbooks

. Standardise best practices across counters

Relationship & Stakeholder Management

. Build strong working relationships with:

o Store managers / owners

o Retail partners

o Vendors

o Promoters

. Maintain professional presence at counters

. Address performance or behavioural issues diplomatically

Performance Monitoring

. Track and analyse:

o Sales conversion rates

o Average basket size

o Sales per promoter

o Outlet performance trends

. Prepare and analyse sales performance reports and key metrics for management review.

. Utilize data to collaborate with internal stakeholders on forecasting as well as market needs/demand analysis.

. Recommend actionable improvement plans.

. Align with management on sales targets and growth strategy.

Sales Leadership

. Lead by example in frontline selling when required

. Step in during manpower crunch periods

. Support recruitment and assessment of new promoters when necessary

Requirements

. Minimum 5-8 years of retail or FMCG sales experience

. Proven track record in achieving or exceeding sales targets with experience in training or coaching sales teams

. Strong observational and analytical skills

. Possess business acumen, strong communication and interpersonal skills

. Able to think critically and possess problem-solving skills

. Strong PR skills and ability to influence without authority