Glasgow are in what is being called the tournament's group of death and start their Euro campaign against former champions Northampton Saints at Hughenden on Sunday (ko 1.00pm).
Sam, who will make his Heineken debut, accepts his side will be regarded as the whipping boys of a section that also includes Celtic League champions Llanelli Scarlets and last year's finalists Toulouse.
He said: "There is no getting away from the fact that we are the clear outsiders in the toughest pool of the tournament.
"We are already being looked on as the underdogs but we have to capitalise on the situation in that there should not be any pressure on us.
"The bottom line is that anything we achieve over the next couple of months will be an out and out bonus."
Sam is relishing the prospect of his head-to-head with fellow Kiwi Mark Robinson. He said: "We come from the same area of Northland and I know him pretty well. He is one of the best No.9s in the world and there is no doubt if he had stayed in New Zealand he would still be an All Black.
"He is a very strong runner with a great pass.
"Obviously we will have to keep a close eye on him but not at the expense of any of the other Northampton guys because they are all so strong."
Sam thinks the clashes with Saints and Toulouse as his big chance to clinch a place in the Scotland squad for the autumn Tests against Australia, South Africa and Japan.
He said: "The Heineken Cup is generally regarded as the best club competition in the world and it can be a significant proving ground.
"With Mike Blair and Chris Cusiter at the centre of fitness speculation, the next fortnight is very important for me. But it would be wrong to look too far ahead. My focus is purely on Northampton."