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Sales Cover Letter Writing Templates & Tips to Help You Stand Out from the Crowd

A sales cover letter is a chance to sell yourself. It’s an opportunity to personalize your job application and explain why you’re the best person for the sales job you want.

Moreover, it gives you a chance to prove that you have the selling skills necessary to succeed in a role. Research shows that 72% of recruiters expect a cover letter even when they are “optional” with 77% of the recruiters giving preference to candidates who include one. Additionally, 83% of hiring managers and HR professionals say that cover letters can boost your chances of getting an interview.

Further, Jobvite’s 2021 recruiter study showed cover letters are becoming increasingly important to recruiters with 26% considering them very important for candidate evaluation (up from just 8% in 2017).

Whether you are in the market for a business development, customer success or a sales representative position, a cover letter, in addition to a professional resume can help you land a job interview.

In this article, we’re going to explain why sales position cover letters matter, what sales managers look for in an ideal candidate and some cover letter tips to make your application stand out. We’ll also share some cover letter examples sales reps can use to help craft your own.

Why do sales cover letters matter?

Similarly, in a professional cover letter, you must position yourself as the answer to their hiring needs. Think of a cover letter your sales pitch to a prospective customer where you position yourself as the solution to their problem (i.e. a salesperson that will help them reach their goals, whether that’s to close more deals, increase revenue, grow into new markets, etc.).

A great cover letter goes beyond showcasing your sales skills and track record. You’re competing in a saturated market during your job search and many applicants have similar skills and sales experience to your own. Your cover letter can give you the edge over the competition and complement your sales resume – especially if you’re writing a cover letter for sales positions that have plenty of suitors.

Use the cover letter to not only showcase your skills but to sell yourself, explaining exactly why and how your past work experience will help you deliver results.

Take this time to show that you care not only about landing the sales position but also the company you’re applying to. Conduct thorough research and tie your own personal experiences to the company’s values.

For example, if you’re applying for a job at an email marketing SaaS company and have used their platform before, mention it. Talk about how their software helped you in a previous job or endeavor and relay your passion for the tools and their features.

A touch of personalization like this can go a long way. Personalization is key in sales because it humanizes the customer journey and selling process. Using it in your sales position cover letter has the same outcome. It gives you the chance to expand beyond simply a name on a piece of paper and helps to bring your application to life.

It also proves that you’ve done your due diligence with their products and have found a way to tie that into your unique narrative and background. This shows that you can replicate this process with your future leads, prospect’s and customers if hired.

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What do sales managers look for in an ideal sales candidate?

There are many types of sales methodologies and each one requires varying degrees of skill.

However, sales superstars share basic strengths and qualities that help them go above and beyond.

These include:

• Responsibility. Elite sales reps take ownership and accountability for their performance. They don’t blame anybody else for their shortcomings and set high goals for themselves.
• Coachability. They pick up processes and operations quickly and easily in order to perform at a high standard. As sales associates must continually learn about new products, features, tools, trends and techniques, they need to be adept at understanding and showcasing this knowledge on a regular basis.
• Goal orientation. Successful reps constantly set and surpass their targets and objectives. They go beyond what is expected and are eager to learn in order to level-up their skillset and performance.
• High motivation, willpower or grit. Reps need to be motivated and ready to convert prospects into customers, every single day. Furthermore, they need to handle rejection well and press on. Seasoned reps understand that rejection is part of the game, push through rejection and persevere.
• Product knowledge. Superstar reps have a deep understanding of the products they are selling. This allows them to portray tremendous confidence and enables them to have more meaningful conversations with their leads and prospects. They don’t stop at simply understanding a product; they become experts on the solutions they’re selling.
• Customer connection. They take the time to understand their customer’s pain points and needs in order to help solve their problems. They go beyond simply trying to sell a product or service and are genuinely interested in improving their prospects’ day-to-day. By perfecting listening skills, they can ask pointed questions to allow the prospect to come to their own conclusions about why they need their products.
• Sales process conformity or adaptability. They adhere to the sales process that their company and managers have set forth. Simultaneously, they creatively adapt their approach based on any changes or setbacks they encounter (both environmental and customer-based). They are consistently prospecting, following up and closing deals.
• Time management. The best reps are exceptionally talented at managing their time. They are able to categorize prospects and capitalize on the opportunities that generate high-value for the business. When they aren’t selling, they’re upskilling and prospecting .

Highlighting superstar traits in a sales cover letter

Knowing what sales managers look for in an ideal sales candidate equips you to position your own strengths in a way that makes them stand out in your cover letter.

Therefore, highlight your achievements in a way that aligns with one of these ideal rep qualities.

For example, say that in a previous role you alone increased company-wide customer referrals by 30%. While very impressive, rather than simply listing this as a standalone statistic, tie it into the customer connection quality from the sales superstar list.

The end product may look like this:

• Through excellent listening and conversational skills, I built meaningful customer relationships that stimulated a 30% increase in customer referrals

Here’s a sales cover letter example from an account executive applicant :

• Awarded Top Sales Consultant in the territory for two straight quarters and numerous other recognition for helping drive the business, with over $70,000 worth of merchandise sold in the top-performing quarter at Best Buy.
• Exceptional academic qualifications, including a forthcoming Bachelor of Business Administration in Finance from The George Washington University School of Business.
• Successfully automated and maintained an innovative metrics reporting process for the team's monthly capitalization rates, dramatically increasing capitalization opportunities on a per-project basis at Royal Bank of Canada.
• Effectively prepared a variety of business and personal tax returns for clients using Syntax, filing more than 84 tax returns a day resulting in an additional 34 new clients during the taxation season at MA Consulting.
• Provided expert assistance in auditing and organizing information regarding tax returns.
• Assisted specialists in verifying data and communicating with customers to maintain documentation, running and preparing support documents at Mariner Finance.

He seamlessly intertwines his own achievements with the attributes that make up a top sales performer.

If we take a closer look at the first bullet point, which contains his achievements:

Awarded Top Sales Consultant in the territory for two straight quarters and numerous other recognition for helping drive the business.

Sales superstar strengths:

• Driving business growth through high motivation, willpower and grit. To win Top Sales Consultant two quarters in a row takes serious determination and a will to succeed
• Goal-orientedness. In order to drive sales to such a high level, he must have set exceedingly high goals for himself and made a valiant effort to achieve them

Keeping what hiring managers are looking for front-of-mind can help you tailor your cover letter in a way that lands you an interview.

Pro-tip : Ensure that your cover letter is congruent with your profile on LinkedIn in case the hiring manager examines your credentials further. As LinkedIn’s platform is designed to blend the traditional resume and cover letter (and resume examples) via bios and job experience, it should synchronize with your application.

Sales cover letter examples: How to stand out

When it comes to cover letter examples, sales representatives should consider both quality and format.

There are three essential tactics to follow when creating a cover letter for a sales position:

• Top. Explain why you’re the best candidate for the job (as discussed in the first section)
• Middle. Format your achievements with bullet points to make them pop
• Bottom. Finish strong with a CTA (your contact details with a few words encouraging them to get in touch)

Let’s run through each section in detail with some sales cover letter samples to boot.

Top of the cover letter

Start with a targeted message. Explain why you are the best candidate for this specific position. The more details the better. Avoid sounding overly broad.

If you can find the hiring manager’s name via research, include it. Addressing your cover letter to a specific person adds a personal touch that can pique interest.

The goal is to capture the hiring manager’s attention and convey that you are astutely familiar with the company and brand that you’re applying to work for.

Here’s a cover letter template for the start of your letter:

Dear [NAME], I’m so excited to apply for this job because I’ve followed your company for years. I am very familiar with the mindset required to excel as a sales representative for your brand. I respect your values, mission and goals when it comes to making a global social impact through a meaningful, value-driven platform. I’m incredibly excited about the work that your company does and I believe my previous experience gives me the competitive edge you’re looking for in a rep. As a rep for [PREVIOUS COMPANY], I acquired a dynamic skill set that aligns with your company’s needs. I’m ready to pursue my ultimate dream career and blend my unique skills and accomplishments with something that aligns with my preeminent personal passions.

In this example, the applicant begins with a personalized opener and highlights a specific interest in the company they’re applying to work for.

By showing a specific interest in the company and role, you significantly boost your chances of landing an interview. That’s because personalization helps to bridge the gap between anonymous applicant and cultural fit.

Middle of the cover letter

Transition into your specific achievements and accomplishments in previous positions. As discussed above, align your skills with the strengths and qualities that hiring managers are looking for.

Quantify your achievements and detail specific examples of what you’ve done. Did you hit your sales goals for three consecutive years? Were you awarded the top inside sales rep for two quarters? Now is the time to say it. Use bullet points to make them pop. Go beyond what’s listed in your sales representative resume and add value bombs where applicable.

Here’s a template for the middle of your sales representative cover letter:

Closed deals at a rate 2x higher than company set targets by asking pointed questions based on actively listening to prospects’ needs

Grew customer base by 15% through driven and motivated networking, outreach and follow-ups

Awarded Top Sales Representative for 5 out of the 8 quarters I was employed

Designed a first-rate internal communications strategy that directly boosted pipeline growth by 10% in one year

Consistently drove aggressive YOY sales by 20% over the last 2 years

Created an internal communication skills course for entry-level reps which resulted in an 18% increase in quota attainment

Bolding your numeric achievements is an effective visual strategy. The hiring manager will most likely scan your cover letter and, if impressed by your achievements, will re-read in full.

Bottom of the sales cover letter

Finish with a short paragraph that indicates how you will offer an advantage if hired.

Now is the time to dictate specifically how you will use your aforementioned passion, excitement and achievements to better the company you’re applying to. Again, do your research before applying so that you can align this section with the company’s needs.

The best place to learn about what the company wants from you is the job description itself. The job description should set clear expectations of what the role entails, the daily activities and required experience. It will also tell you a bit about the company.

Allude to the themes in the job description in your final paragraph. This shows that you:

• Read the job description in full
• Conducted follow up research
• Are capable of selling yourself based on the criteria you’ve been given

Here’s a template for the end of your cover letter:

Through working on projects in local communities, I’ve developed a keen interest in connecting with the front-line workers who utilized my [PREVIOUS COMPANY’S] products and services. I’m eager to transfer the critical knowledge I’ve retained from these meaningful experiences to a more global level. Your company has grown at an impressive rate and your business strategy keeps community health and effective global leadership front of mind—two things I respect at the highest of levels. As part of the Sales Team at [YOUR COMPANY], I look forward to learning more about your product, joining a highly motivated and talented team and contributing to your overall growth.

Here, the applicant uses personalization to highlight their company-knowledge, work experience and future goals. They clearly state how they’ll contribute to the company’s growth and help them scale meaningfully. It’s obvious that they’re passionate about what the company does and are ready to take the next step in their career.

Here’s a template for the CTA with easily accessible contact information, which will make it easy for the hiring manager to reach out immediately without wasting valuable time:

Please feel free to contact me if you have any additional questions at [phone number] or [email]. Thank you for your time and consideration.

Kind regards,

[Your Name]

Make sure to end your cover letter with a professional signoff. Match your voice and tone with the company’s style, which you can find in the job description and throughout your research.

For example, if the tone is highly professional use any of the following signatures in your cover letter:

• Best regards
• Kind regards
• Respectfully
• Yours sincerely (if you know the name of the recipient and you open with their name)
• Yours faithfully (if you don’t know their name and you open with “dear sir/madam”)
• If the company’s tone is more laid back, you can use:
• Thank you for your consideration

Avoid using casual phrasing. As a cover letter is a formal correspondence and an opportunity to make a great first impression, casual phrasing can come across as overly friendly and unprofessional.

Do NOT use any of the following signatures in your cover letter:

• Affectionately
• Warm regards
• Take it easy
• Have a great day

The complete cover letter for sales associate

Combining all the sections above, this is what a complete cover letter for sales associate positions could look like.

Dear [NAME], I’m so excited to apply for this job because I’ve followed your company for years. I am very familiar with the mindset required to excel as a sales representative for your brand. I respect your values, mission and goals when it comes to making a global social impact through a meaningful, value-driven platform. I’m incredibly excited about the work that your company does and I believe my previous experience gives me the competitive edge you’re looking for in a rep. As a rep for [PREVIOUS COMPANY], I acquired a dynamic skill set that aligns with your company’s needs. I’m ready to pursue my ultimate dream career and blend my unique skills and accomplishments with something that aligns with my preeminent personal passions. Through working on projects in local communities, I’ve developed a keen interest in connecting with the front-line workers who utilized my [PREVIOUS COMPANY’S] products and services. I’m eager to transfer the critical knowledge I’ve retained from these meaningful experiences to a more global level. Your company has grown at an impressive rate and your business strategy keeps community health and effective global leadership front of mind—two things I respect at the highest of levels. As part of the Sales Team at [YOUR COMPANY], I look forward to learning more about your product, joining a highly motivated and talented team and contributing to your overall growth. Please feel free to contact me if you have any additional questions at [phone number] or [email]. Thank you for your time and consideration. Kind regards, [Your Name]

Final Thoughts

Regardless of the sales position, cover letters that follow the example shown by those above can help you rise above the crowd. A great sales cover letter offers an opportunity to connect with the hiring manager at the company you’re applying to. It’s a chance to stand out from the crowd, showcase your talents and your selling skills.

Use it as a sales platform to sell yourself. Format it in a way that helps the reader easily find your accomplishments and wow them by aligning past achievements with ideal candidate qualities.

Personalize it by researching the company and showcasing excitement for the specific role. Avoid generalizations and discuss details. Read the job description in full, reference its themes throughout and explain exactly why and how you are the right candidate for the job.

While not every hiring manager reads cover letters, you should always put your best effort into writing them. You never know when it will be the breakthrough you need to land an interview and eventually get the job.

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Sales Cover Letter Tips, Templates, & Examples to Land Your Ideal Role

Published: April 20, 2022

A strong sales cover letter can do a lot for you as an applicant — like demonstrate effective communication skills, show you're invested in the opportunity, and give you room to add some color to your application.

That said, stringing cover letters together is often one of the more grating, monotonous tasks job seekers have to put up with — but while putting a sound sales cover letter together can be a chore , it doesn't necessarily have to be a challenge . There are some key tips, strategies, and structures you can fold into your letters to make them as compelling as possible.

Let's take a look at some of those tricks, review how to arrange your sales cover letter, and see an example of what a solid one looks like in practice.

Sales Cover Letter Tips

Keep it concise..

You should aim to keep your cover letter between three to five paragraphs, and under no circumstances should it be more than one page. Employers fielding a high volume of applications could be leafing through hundreds of cover letters every day. If you're too long-winded — stringing together a multi-page history of your entire professional life — you're going to get overlooked.

Use a professional font.

A cover letter is a professional document, so it warrants a professional presentation. Don't get too cute with your font selection or colors. Go with something like Times New Roman, Arial, or Calibri — and always have the text be black.

Avoid flowery language without sacrificing flow.

You're not writing an English essay or preparing for a poetry slam here. Again, you want to keep things professional. Avoid flowery phrases like, " At your leisure " or " Please find attached herewith. ” That said, you want your letter to flow and sound natural, so try not to come off too stiff.

Highlight relevant skills.

Pore over the listing for the role you're applying for. What is the company in question looking for? What specific skills and qualities do they call out in the job description? Once you have those questions squared away, try to find ways to include those elements in your cover letter.

Reference quantifiable achievements.

In most cases, employers won't look at the skills you highlight and just take you at your word — you need to point to hard, quantifiable results that demonstrate you're the real deal.

How to Write a Sales Cover Letter

If you’re applying to a conservative company or work in a formal industry — like finance, healthcare, or law — include a full heading: Your name and address, followed by a space, the date, followed by another space, and the company name and address.

But if you’re applying to a less formal place, you can probably get away with simply writing your name and email address — followed by a space and the company's name and email address.

Maybe you’re not sure who will be reading your cover letter — but don’t write " To whom it may concern, " " Dear hiring manager, " or any other generic title. With a little research, you can usually find the hiring manager’s name.

Let’s say you’re applying for the SMB Account Executive role at Joyfull. Google "SMB sales manager Joyfull" and see if you can find the team’s leader on LinkedIn. When applying to a conservative company, write “Dear Mr./Ms. [Last name].” When applying to a startup or relatively relaxed organization, write “Dear [First name] [Last name].”

Your intro paragraph should highlight why you’re a great fit. It’s a high-level overview, rather than an in-depth exploration of your work history and qualifications, so keep it under four sentences.

The standard cover letter opening line is something along the lines of:

"I’m interested in becoming a sales representative on your SMB team " or " I'm excited for the opportunity to apply for the SMB sales representative role. "

While these sentences might not kill your chances of getting the job, they generally don’t help. You want to grab the reader’s attention and sell yourself from the very start — so don't be reluctant to try a personalized, compelling line that will draw the hiring manager in and make them want to read more.

Here are a few examples:

" I love working with small businesses — in fact, I’ve helped more than 300 in the past year at my current job — which is why I’m so excited about the chance to help SMBs discover Joyfull. "

" Every week, I write a blog post about a common SMB challenge. Helping SMBs overcome this obstacle isn’t just rewarding -- it’s also a great lead gen strategy. My passion for this type of work led me to your SMB Account Executive position. "

Do you know a current or former employee who speaks positively about the company? Mention them in your intro. In some cases, you might have their referral — either by submitting your application or connecting you with the hiring manager — but even if you don't, you can still drop their name.

For instance, you might say something like, "As a self-starter who thrives in autonomous, results-oriented environments, I’m drawn to the BDR role at Red Shelf. I’ve heard great things about the culture and learning opportunities from Sarah Grossman, who started as a BDR and now works on your L&D team."

First Body Paragraph

In this paragraph, choose a relevant work experience. What does "relevant" mean? You’re trying to show your existing abilities and knowledge map well to the role you’re applying for, so if you currently work in retail and you want to become a business development rep, you might write:

" As a floor associate for Wilson & Co., I help 60-plus customers every day with questions about brands, fit, quality, and more. This experience has taught me how to provide a positive customer experience and be helpful while driving sales — both skills I’d use as a HubSpot BDR. Finally, it’s made me comfortable approaching strangers and acting as a product expert, which would be invaluable when reaching out to inbound leads. "

Second Body Paragraph

The second body paragraph follows the same structure as the first. Take another relevant work or educational experience, and connect the dots to the role you’re applying for. Imagine you’re currently an AE applying for a manager position. Your second section could read:

“ In the past 16 months on the Pacific West team, I’ve taken several opportunities to grow my leadership abilities. I started a mentorship program for new reps, pairing them with salespeople who have been at the company for at least two years. This program has been a huge success — the half-year retention is 20% higher for participants versus those without mentors. As a sales manager, I’d continue to look for ways to support, mentor, and train my salespeople so they can maximize their potential. "

Third Body Paragraph

If you have another relevant experience, discuss it here. But you don’t have to add a third paragraph just for the sake of adding one — a lot of the time, a shorter cover letter is better, provided you can convey an appropriate amount of relevant information.

Let’s suppose you’re applying for a sales engineer role — a highly technical and demanding job that likely warrants a three-paragraph cover letter. You could say something like:

"After spending two years in customer support, I’m in my element when answering product-related questions. There’s nothing I enjoy more than getting a challenging ticket I can dig into — and there’s nothing more satisfying than finally solving it. As a sales engineer for HubSpot, I’d get the chance to talk to customers about the product on a daily basis and answer their most complex questions. In addition, I could use the communication skills I’ve honed as a support rep."

This section doesn’t need to be long or flowery. Many people end with unnecessary statements like, "Please let me know if I can provide any more information” or "Thank you for your consideration."

The problem with these? A hiring manager can safely assume you’ll give more info if asked and are appreciative of their time. You’ll seem like every other applicant who’s grabbed a generic template from the internet — which, okay, you might be doing, but they don’t need to know that.

Instead, reiterate your interest with a strong summary line like:

“The best days at work are usually the longest and most demanding — because I go home knowing I’ve helped multiple owners dramatically change the course of their businesses. Your hyper-loyal user base suggests being a Joyfull AE comes with even more opportunities to help young and growing organizations.”

Sales Cover Letter Template

Dear Jane Doe,

I’m passionate about [helping X type of customer, solving Y goal, working in Z industry] — which is how I found the [open position] at [company name]. The more I learned about [company’s] mission to [insert mission here, i.e. “improve the remote working experience,” “make personal finance easy”], the more excited I became. My [applicable skill #1 and applicable skill #2], as well as experience in [field] and knowledge of [related topic], would make me an asset to the [department, i.e. “Customer Development”] team.

As a [title] at [current employer or skill], I’m responsible for [doing X and Y]. This has helped me develop [ability] -- in fact, [insert proof of your skill, e.g. “my boss recently said I was one of the most resourceful employees he’s ever had” or “I’m known for my ability to stay collected and take the lead during high-pressure situations.”] I’d use [X skill] as your [job title] to [achieve main objective].

I’m also [skilled in X/possess Y and Z positive traits], which comes from my [previous work or extracurricular experience]. [In that role, on that team], I developed a knack for [skill/traits]. This was instrumental in [hitting specific milestones/exceeding expectations]. You’re looking for someone with [X skill/character traits], and I believe I’m a good fit.

Over the past [number of years], [company] has [accomplished X goal, such as “become a leader in the CRM space” or “used creative marketing and social media campaigns to become a household name in Colorado.”] It looks like you have ambitious goals for the future -- I hope I get the opportunity to contribute.

[Your name]

Sales Cover Letter Example

Why It Works

This cover letter is effective for a few reasons. For one, it speaks directly to how the applicant's hard, quantifiable achievements align with both the role's required technical acumen and the more abstract qualities needed to thrive in it.

By alluding to the fact that they're familiar with the vertical the role serves, the applicant establishes the relevance of their experience — and by touching on elements like their experience with mentorship, they're demonstrating their growth potential within the role.

If you're in the middle of a job hunt, odds are you're going to write your fair share of cover letters — so knowing how to put a compelling one together is in your best interest. It might be the difference between ultimately landing a sales role and not even popping up on an employer's radar.

Don't forget to share this post!

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Five fill-in-the-blank cover letter templates to help you impress recruiters.

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Sales Cover Letter Examples and Templates for 2024

• Cover Letter Examples

How To Write a Sales Cover Letter

• Cover Letter Text Examples

When writing your sales cover letter, focus on how you can grow revenue for the company that posted the job. Also, emphasize your skills in related areas like account retention, customer service, contract negotiations, or territory management. This guide offers cover letter examples and tips for landing your next sales position.

Sales Cover Letter Templates and Examples

• Entry-Level
• Senior-level

A great sales cover letter usually has five sections, outlined below. When possible, connect each section back to your defining sales skills and the employer’s hiring needs. The following advice and examples show what to include in your cover letter so it’s optimized for each job application.

At the top of the page, include your resume contact header, the date, and any contact details you have for your recipient. Add the title “Sales Professional” to your contact header. You can then modify this title to align with each job posting (as long as it’s still true to your background). As sales jobs vary, this extra detail can enhance your cover letter by quickly showing employers you’re the type of applicant they’re looking for. That can pertain to someone in management, inside or outside sales, or a certain product set or market region.

(Note: Feel free to omit this section if you send your letter as an email message and your contact information is part of your signature.)

Savannah Bateman Inside Sales Representative | [email protected] | (678) 901-2345 | Columbus, OH 01234 | LinkedIn

February 11, 2024

Emma Neal Senior Hiring Manager Staples (543) 210-9876 [email protected]

2. Salutation

Whenever you can, address your recipient by name – it’s the quickest way to signal you’re sending a job-specific letter and not a boilerplate. If you can’t find the recipient’s name, use a variation of “Dear Hiring Manager” so your greeting is still tailored somewhat to each job opening.

Dear Ms. Young:

Dear 123 Corp. Sales Manager:

3. “Hook” or introduction

To catch the reader’s attention, start your letter with an example of your success in growing revenue or an assigned client base. Since performance numbers are key to your field, quantify your example in terms of a clear percentage, ranking, or dollar amount. In the sales cover letter example below, see how the applicant quickly connects her chosen highlight to a relevant skill (sales training) that can benefit the employer.

Dear Mr. Davis:

As sales manager at The ABC Agency, I’ve led a 20-person team to exceed monthly quotas and grow annual revenue by 20% in two years. With my passion for sales training, I could be a valuable asset to your organization.

4. Body paragraph(s)

Use the main section of your letter to tell why you’re drawn to this job or employer. For instance, maybe it’s an outside sales role in an industry you’re eager to return to. Or maybe the company’s brand, business model, or sales approach appeals to you somehow. With this explanation, you can show hiring managers you read their job posting and are responding to it directly.

Following this explanation, cite two or three more of your main skills or achievements , possibly as bullet points.

With seven years of industry experience and a bachelor’s degree in marketing, I’m drawn to your company’s reputation for top-caliber digital products. My career highlights also include:

• Launching a social media strategy that increased our online presence and grew sales by 15%
• Raising customer satisfaction scores and retention by 10% in one year

5. Call to action

Finally, request an interview and thank the manager for their consideration. Carry your letter’s focus through this last paragraph by briefly restating your ability to drive lucrative sales deals. To end your cover letter, use a simple closing like “Sincerely” or “Best regards” and then your name.

I would like to further discuss the sales executive position at The Big Sales Company and how my skills can benefit your team. Please call or email me to schedule an interview. I appreciate your time and look forward to possibly hearing from you soon.

Kind regards,

Simon Bishop

Sales Cover Letter Tips

1. highlight your main sales skills.

As part of your letter’s body text, add a short list of bullet points to show your success in different sales areas. For instance, you might mention a program you started to enhance collaboration with the marketing team. Or, if you’re applying to a leadership role, cite measures you took to raise sales staff morale and retention.

This is another section where you can specify revenue growth or other performance data relevant to your field. In the following example, notice how the applicant uses percentages to give compelling evidence of her skill set.

My recent achievements include:

• Leading a local market research project that improved our product positioning and grew revenue by 43% in 2023
• Generating more than 110% of my quota for five consecutive quarters
• Converting 81% of leads into sales, with 62% becoming repeat customers

2. Speak to the company's strategic goals

An effective cover letter doesn’t just give facts about your past, it also shows your excitement for the future. What direction is the hiring company headed? Does the job posting reveal its short- or long-term business goals? Speak to those goals and how you see yourself advancing them, and you’ll give your cover letter the engaged and confident tone it needs to stand out.

I’m drawn to 123 Corporation based on its recent expansion into the medical supply field. My past work with hospital suppliers and experience in the health care niche can benefit your company.

3. Show you can serve each customer's needs

Sales jobs often center on building clients’ trust and finding custom product solutions. Feature this consultative approach in your cover letter if it reflects your background and the sales roles you’re pursuing.

Last quarter, I grew my client base by 22% while maintaining a 95% account retention rate. My expert product knowledge and networking skills inspired confidence and loyalty in clients. I hope to bring the same level of growth to the sales representative role at Staples.

Sales Text-Only Cover Letter Templates and Examples

• Senior-Level

Dear Ms. Neal:

Your brand’s product set and focus on corporate clients is an ideal fit with my skills and experience. A driven professional with deep knowledge of local markets, I believe I can help your team significantly increase its revenue in 2024. My recent achievements include:

I’d appreciate the chance to discuss how my skills can make me a valued member of your team. Please let me know a suitable interview date. Thank you for your time and consideration.

Savannah Bateman

Simon Bishop Sales Executive | [email protected] | (917) 476-8365 | Rochester, NY 14622 | LinkedIn

February 12, 2024

Diane Young Senior Hiring Officer The Big Sales Company (375) 564-7148 [email protected]

Over my past four years as a sales executive, I’ve grown my client base 50% in a competitive market. I hope to make a similar impact as the newest member of your sales team.

Jennifer Manning Sales Manager | [email protected] | (836) 183-2648 | New York, NY 10027 | LinkedIn

Michael Davis Hiring Manager 123 Corporation (126) 054-7746 [email protected]

I’m drawn to 123 Corporation based on its recent expansion into the medical supply field. My past work with hospital suppliers and experience in the health care niche can benefit your company. My achievements also include:

• Launching a market strategy to improve health care industry positioning, which grew sales by $210,000 (30%)
• Devising successful social media strategies to increase our online presence

I would love to discuss how my skills and experience can benefit 123 Corporation. Feel free to contact me to schedule an interview in the coming weeks. Thank you very much for your consideration.

Jennifer Manning

Sales Cover Letter Frequently Asked Questions

Do i really need a cover letter for my job search -.

Yes, in most cases. The majority of job postings today require or allow you to send a cover letter along with your resume. While not every hiring manager reads or prioritizes them, a well-crafted letter can only help you stand out from other applicants. It will also help you clarify what points to emphasize during the interview.

How do I persuade the hiring manager of my sales skills? -

Don’t just tell, show. Anytime you use a trait like “dedicated” or “client-focused” to describe yourself, follow with a clear example showing the trait in action. Detailed examples of your success help hiring managers envision the value you’ll add to your next sales job.

How long should my cover letter be? -

No more than one page, or around 250 words. Resist the urge to tell your whole career story, even if you’ve worked many years in sales. Give just enough detail to pique hiring managers’ interest so they take a closer look at your resume.

Craft a new cover letter in minutes

Get the attention of hiring managers with a cover letter tailored to every job application.

Jacob Meade

Certified Professional Resume Writer (CPRW, ACRW)

Jacob Meade is a resume writer and editor with nearly a decade of experience. His writing method centers on understanding and then expressing each person’s unique work history and strengths toward their career goal. Jacob has enjoyed working with jobseekers of all ages and career levels, finding that a clear and focused resume can help people from any walk of life. He is an Academy Certified Resume Writer (ACRW) with the Resume Writing Academy, and a Certified Professional Resume Writer (CPRW) with the Professional Association of Resume Writers & Career Coaches.

Check Out Related Examples

Retail Sales Associate Cover Letter Examples and Templates

Sales Manager Cover Letter Examples and Templates

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Sales Cover Letter Example for 2024 (w/ Templates!)

You've always had a knack for sales, but now you’ve come a long way from making cold calls and practicing your pitch in front of the mirror. 

You’re ready to turn your talent into a full-time gig.

There's just one hurdle left: writing that dreaded cover letter. Staring at the empty page that's supposed to sell your skills and experience feels a lot like standing in front of a tough client you just can't land.

But don't worry!

In this article, we're going to show you how to sell your professional skills, one sentence at a time.

Here’s what we’ll cover: 

• What Makes a Great Sales Cover Letter Example
• 5 Steps to Writing the Best Sales Cover Letter
• 3 Essential Cover Letter Tips for Sales Pros

...and more!

So let's close the deal.

Sales Cover Letter Example

5 Steps for the Perfect Sales Cover Letter

You’ve seen what a great sales cover letter looks like. Now it's time to start writing your own . 

Simply follow these tried-and-tested steps:

#1. Put Contact Information in the Header

Kick off your sales cover letter with your personal information right at the top, similar to your resume . Here's the lowdown on what to include:

• Full Name. Your whole name should sit at the top of the document.
• Job Title. Be specific about the sales role you're targeting (e.g. Sales Manager ). This helps the hiring manager sort through heaps of applications more efficiently.
• Email Address. Keep it simple and professional. Your old, quirky email won't cut it. For instance, [email protected] is a no-no, but [email protected] is good to go.
• Phone Number. Make sure it’s correct, and if you're aiming for a job in another country, add the international dialing code.
• Location. Usually, your city and country are enough. But if you're open to remote work or moving, say so.
• Relevant Links (optional). If you have a LinkedIn profile or a portfolio, this is a good spot to include those links.

Next up, list the hiring manager's details:

• Company Name. Put down the company you're looking to join.
• Hiring Manager’s Name. If you can find it, include the name of the hiring manager for the sales department. The company’s website and LinkedIn are good places to look.
• Hiring Manager’s Title. If you learn the hiring manager's official title, use that instead of just "Hiring Manager." For example, the person reviewing your application might be the “Head of Sales”.
• Location. Note the city and country, especially if the company is global. You can get more detailed with the street name and number if you want.
• Email Address (optional). If you manage to find it, throw in the hiring manager’s email as well.
• Date (optional). Include the date you’re writing the cover letter. It adds a touch of professionalism.

#2. Address the Hiring Manager

Once you've laid down your contact information , it's time to address your cover letter to its intended reader. Skip the old ‘To Whom It May Concern’ —it's a snooze-fest.

First up, do a little digging. Look at the job ad, the company's website, or their LinkedIn page to find the name of the hiring manager for the sales role you're applying for. This way, you'll get their name and possibly their email too.

When it comes to addressing the hiring manager , it's good to be formal but not stuffy. Go for "Mr." or "Ms." followed by their last name. If you're unsure about their gender or marital status, just use their full name. Like so:

• Dear Mr. Johnson,  
• Dear Emily Johnson,

If you hit a wall and can't find any details about who the hiring manager or the head of the sales department is, aim your letter at the department or the entire company:

• Dear Sales Department,
• Dear Sales Hiring Team,
• Dear HR Recruitment Team,
• Dear Sales Division Lead,

#3. Write an Eye-Catching Opening Statement

Hiring managers usually only take a few seconds to scan each application. That means your opening paragraph needs to be as attention-grabbing as possible.

A good approach is to lead by stating why you're drawn to the sales job. A little enthusiasm for the field or that specific role can go a long way in catching a manager's eye.

Knowing a bit about the company can also set you apart from the crowd. The more clued in you are, the easier it is to show why you'd fit in well with their team. This signals that you're not just applying at random but are genuinely keen on this particular job.

If you've already got some experience under your belt, feel free to open with a big win or key skills that make you ideal for the role. 

That said, keep this part snappy. The aim is to hook the hiring manager into reading more about you, not going into depth about how you made your achievements happen.

#4. Use the Cover Letter Body for the Details

The main section of your sales cover letter is where you should get down to business and elaborate on who you are as a candidate. 

Remember - this isn't a place to copy-paste your resume . Instead, aim to showcase why you're the ideal candidate for the sales role you're eyeing by providing additional information.

So, to begin with, avoid repetition. Don't regurgitate your resume; add color to it. Discuss the achievements that prove you're good at closing deals or retaining clients. Look at the job ad and let it guide you. If they're seeking someone who can work in a fast-paced environment, highlight a time you thrived under pressure.

Also, be specific. If the job focuses on B2B sales, point out how you've succeeded in that area rather than discussing your retail experience. This tells the hiring manager that you understand what they're looking for and can deliver on it.

And, as we already mentioned, knowledge of the company is a big bonus. If you understand their sales approach, competitors, or target markets, say so. It shows you're serious about the job and have done your homework.

Need more inspiration? Check out more cover letter examples in this article. 

#5. Wrap It Up and Sign It

Ending your sales cover letter on a high note is crucial. This is your last chance to make a lasting impression , so don't drop the ball here.

Start by summarizing why you're the right pick for the sales role. Reiterate your key skills or most noteworthy achievement(s). You've made your case; now wrap it up in a neat package.

Finally, add a call to action. Prompt the hiring manager to do something next, like contacting you for a further discussion. This proactive step can set you apart and enhance your odds of landing an interview.

Lastly, sign off the right way. Keep it professional yet personal. Here's an example of what this could look like:

I’m eager to discuss how I can contribute to your sales targets and team goals. Please feel free to reach out so we can set up an interview at your convenience.

Best regards,

If "Best regards" feels too played out for you, here are other sign-offs you can consider:

• Kind regards,
• Respectfully,
• Thanks for your time,

This last section is your final shot to resonate with the hiring manager. Make it count.

3 Essential Business Cover Letter Tips

You're now up to speed on the basics of cover letters. 

Next up, we'll dive into some must-know tips to take your sales cover letter to the next level, starting with: 

#1. Match Your Resume

Going for that sales position? Then having a sharp application matters.

For that exact reason, get your cover letter to match your resume in style and formatting. A mismatch might come off as unprofessional. 

Keep your information straight and clean on the page, and ensure your fonts are on point from top to bottom. Oh, and while you're at it, get those margins and line gaps just right. Let's keep that cover letter snappy and on one page. 

Pitch yourself perfectly!

Or Use A Cover Letter Template Instead

Want to skip all the hassle? 

Our cover letter templates are just the ticket. Use our resume builder while you’re at it, and then match your cover letter to the T. 

Not to mention, with input from global hiring experts, all our templates are top-notch and industry-approved.

Problem solved!

#2. Mention Qualifications

You can't skip talking about your qualifications in your cover letter, especially for a sales job. 

Qualifications aren't just a checklist for hiring managers; they're the building blocks that show you can do the job well. So, dig a little deeper than your resume. 

Sure, your resume says you led your team in sales for three quarters. But in your cover letter, you can say how you did it. Did you initiate a new customer engagement strategy? Or maybe you excelled at cold calls? Make sure to explain it. 

By expanding on your qualifications, you're giving the hiring manager a sneak peek into how you operate and what you could bring to their team. Trust me, they'll appreciate the extra insight, and it might just land you that interview .

#3. Add Any Relevant Links

As an extension of your sales resume , your cover letter is a great place to add any relevant links. 

Sure, your resume might have a section for your LinkedIn or portfolio, but why not make it easy for the hiring manager? 

Direct them straight to the good stuff. Add a line in your cover letter that says something like, "You can see examples of my sales achievements on my LinkedIn profile," and then hyperlink it.

Doing this sends a clear message: you're not just talking about your skills and achievements; you're showing them off in real time. It saves the hiring manager time searching for them and gives them an easy way to learn more about you right away. It's a small detail, but it could make you stand out in a crowded field.

Key Takeaways

And that’s a wrap on what makes a great sales cover letter!

We hope that our guide has made you more confident about writing your own sales cover letter and that you’ll land your dream job right away.

But before we go, let’s recap our most important points from this article:

• Start your sales cover letter by including all your relevant contact information and then fill out the hiring manager’s contact information. Keep this factual, especially your email and phone number. Otherwise, you might miss an interview opportunity.
• Add hyperlinks to your cover letter for convenience. Even if your sales resume already links to your LinkedIn profile or a sales portfolio, you should add them to your cover letter and make it easier for the hiring manager to see them.
• The body of your cover letter is where you should go into detail about what makes you right for the job. Make sure you don’t skip your qualifications—they can make you stand out from other candidates and help convince the hiring manager you’re right for the job.
• Before you send in your cover letter, sign it off professionally. Pick an appropriate closing line and add your full name underneath before sending in your application.

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How to Write a Sales Cover Letter (Examples & Templates) for All Sales Positions

If a cover letter seems a bit old school to you, think again. According to a recent survey by ResumeLab , cover letters are still an important component of the decision-making process among 83 percent of hiring managers, recruiters and HR staff. Moreover, 83 percent of respondents claimed that they would interview a candidate with a great cover letter, even if their resume isn’t up to par.

That said, you’ll still need a solid track record or educational background to snag the interest of an employer. But with a sales cover letter in hand, your next job search will become that much easier, whether you’re an entry-level job seeker or you’ve cultivated a LinkedIn resume that turns heads.

Why is a Sales Cover Letter Important?

Cover letters tell your potential employer who you are before you even walk in the door for a sales job interview , and it makes said interview that much more likely. Even if writing such a letter feels uncomfortable and you’d prefer to let your experience do the talking, this is still an invaluable skill to have.

5 Cover Letter Tips for Today’s Sales Professionals

Writing a professional cover letter for a sales job might not feel intuitive yet, but that doesn’t mean it has to be hard. The following tips will start you off on the right foot.

Be Clear And Concise

A cover letter is not an aria. It’s not a soliloquy or a monologue. It’s certainly not a rant. No, you can think of it as a short informational pamphlet—and the subject is you.

Rather than waxing poetic about your thoughts, feelings, or even your goals, stick to the main points, including who you are, what you’ve done so far, and what you can do for the company for which you’d like to work. Keeping your letter short and sweet can increase application success.

Make it Easy to Read

Hiring managers go through hundreds of resumes at a time. The way you format your cover letter can either help or hurt your chances of standing out.

No, that doesn’t mean it’s time to throw in the fancy fonts and fun colors. Instead, format your cover letter with the goal of making it easy to read.

Follow best practices such as:

• Write short, concise sentences and remove unnecessary adjectives
• Make your paragraphs shorter, or use bullet points to make key ideas stand out
• Use clean, professional fonts at a size that’s easy to read

The overall goal is for hiring managers to quickly and easily see what makes you stand out beyond the rest of the applicants. Don’t hide your strongest selling points in small, swirly fonts and huge blocks of text!

Highlight Your Skills

It’s very important to highlight your sales skills in a cover letter. This is different from accomplishments, which we’re covering next. Your skills are a separate category, in which you describe what you bring to the table, regardless of whether you’ve used those skills in the past or not. Include such details as the apps, sales tools or programs you know how to use, languages you speak, and areas in which you’ve trained.

Example: I have 12 years of experience in enterprise sales , and have recently completed a course on Challenger Selling to increase my sales skill set. I happen to be fluent in Spanish, which has been a great help in closing deals in Latino markets.

While it is appropriate to include some reference to soft skills in your cover letter, limit it to a few. Any job applicant will claim they are a good problem-solver and a team player; it’s more important to share which skills make you stand out as a salesperson.

Example: When working with new customers, I consider myself a detective and my main tool is asking the right questions . This has helped me consistently identify leads that aren’t a good fit for the company right from our first conversation.

Showcase Relevant Achievements

In addition to putting your achievements on a professional resume , include a quick recap of them in your cover letter. Make those achievements quantifiable, using numbers and statistics from your sales reports or the company’s, and don’t hold back or engage in false modesty. This is no time to sell yourself short.

Example: I was the frontrunner for Employee of the Year at my company’s regional picnic, coming in at least 8 percent over my sales targets every quarter the previous fiscal year. I also took a course in enterprise sales and helped overhaul our company website to increase the user experience, following which we saw a 23 percent jump in conversions.

5 Steps To Writing A Sales Representative Cover Letter

So it’s time to write that letter and nail that sales representative position! But how exactly are you going to fit all the awesomeness that is you onto one page, single-spaced, in 12-point Helvetica font, without leaving anything out?

Good question, and as with all good answers, an analogy is called for: think of your cover letter as if it’s a highlight reel on your social media account. While your highlight reel can’t stand in for the hours you spend crafting witty tweets, it can give people a quick glance at who you are. And just like a highlight reel, the goal for your cover letter is to make others want to dig a little bit deeper.

A good sales representative cover letter should make your readers curious enough to learn more about you as a sales professional that they will want to ask you about yourself in person. Let’s take a look at how to make them do just that, in five easy steps.

1. The Header

Think of yourself as a sales hiring manager. How hard are you going to look for the contact information of a candidate if they can’t even bother to provide it somewhere obvious in the sales cover letter?

Answer: not very hard. That’s why every sales position cover letter needs a header. Usually, you’ll find it across the top, though sometimes the header runs along the side of the page. It needs to include your name, phone number, address, and any other contact information you might have.

Note that while cover letters to clients or professional colleagues might include your company name, a sales job cover letter should not. Under your info, put the date.

555.555.5555

[email protected]

December 19, 2022

Note that the header is different from the salutation, which includes the hiring manager’s contact information. Don’t confuse the two.

2. How To Greet the Employer

Here is where you greet your potential employer. It has two parts: the contact info and the salutation. First, include the same contact info you included for yourself, but relevant to the hiring manager: their name, basic info and company name.

Then greet them.

You can pick from a number of ways to do this, but if you know the manager’s name, that’s the simplest. “Dear Ms. Lannister” is always better than a “Hi there,” “Greetings,” “Dear Sir or Madam” or “To Whom It May Concern.” The former two are too casual, while the latter couple are old-fashioned and make it look like you haven’t bothered to look up their name.

Note: If you can’t be sure of someone’s pronouns, opt for a neutral “Dear Hiring Manager Lannister” or their full name.

3. The Introduction

As with anything else, you have very little time to make a good impression if you want the job. Whether you’re in software sales or yacht sales, you need to punch it right from the beginning.

The introductory paragraph should emphasize why you are an ideal candidate. Remember that this paragraph needs to entice the employer to read further, and readers will lose interest in a boring introduction. Include why you’re applying, any notable sales goals you’ve met or awards you’ve won, and a lead-in to the following paragraph.

Example: I was very excited to see the position of sales manager open at Winterfell Enterprises. In my ten years as an inside sales rep for Targaryen Inc., I have acquired a notable sales record, always meeting my quotas and earning Salesperson of the Year in 2020. I feel strongly that I’d be a great addition to your company as a sales manager.

4. The Body

Here’s where you flesh out your skills and achievements in more detail. Include items such as:

• Work experience
• Sales experience and sales skills
• Communication skills
• Time management abilities
• Achievement or award track record

Note that you should avoid bullet points, though you can use them in your sales resume. The same goes for detailing aspects of your education, with the exception being your degree (associate’s, bachelor’s, master’s, etc.), which is appropriate to mention.

Mostly, this is a sales pitch that should include why you’re the best candidate for the job. Your existing knowledge and abilities are critical to whether or not you can land the role you’re looking for, so don’t hold back. While you should never brag or pass on compliments you’ve gotten, you should share exactly why you would be a good fit for the position.

Bad example: I’m told I’m the best salesperson if you have a difficult deal that no one can seem to close.

Good example: I have consistently proved myself as an asset to my employers, closing more than a dozen deals last year that other employees were unable to nail down.

5. The Conclusion

The last paragraph of your sales cover letter should include a summation, references, and the fond wish that you hear from the hiring manager again. It’s okay to use humor here as long as it is tasteful and doesn’t become the focus on the letter.

Example: Thank you for taking the time to read this letter. My references are happy to hear from you at any time, and hopefully they will say nice things about me like they promised. I look forward to speaking with you if they do.

If you prefer a more serious tone, simply express your gratitude and desire to hear from them again.

Example: I appreciate your time in reading this letter. Please feel free to reach out to my contacts at any time, and I hope to hear from you soon.

Cover Letter Examples

There exist a wide variety of job positions in the sales world, with different focuses, locations and levels of seniority. No one size fits all when it comes to sales jobs, which is why you need to tailor your sales cover letter to the exact position you’re looking for.

Naturally, we can’t cover every possible job title in a single post. However, the following sales cover letter example list should give you a fairly good idea of what employers are looking for. Feel free to browse both the resume templates and the cover letter templates for ideas before writing your own.

Sales Associate Cover Letter

If you’re just beginning your career in sales , then chances are good you might find yourself at a retail location. From cell phone stores to electronics outlets, car dealerships to boutiques that pay on commission, these are great places to cut your sales teeth.

Just because they’re good for entry-level employees doesn’t mean employers don’t expect a good showing, however. You’ll still need a cover letter that impresses. Go through the sales cover letter sample list below to see what we’re talking about:

• Sales Associate Cover Letter 1
• Sales Associate Cover Letter 2
• Sales Associate Cover Letter 3

Inside Sales Rep Cover Letter

Responsible for selling products and services from company headquarters or satellite offices rather than retail locations where customers walk in, inside sales reps spend a lot of time on the phone and using email. (Ideally for the company, they’re also spending plenty of time using smart automated sales software , but that’s another subject.)

If you hope to become an inside sales rep, you’ll need a sales representative cover letter that demonstrates related abilities. That includes good customer service, the ability to focus under pressure, and a solid background in sales or its theory. Take a look at these examples:

• Inside Sales Rep Cover Letter 1
• Inside Sales Rep Cover Letter 2
• Inside Sales Rep Cover Letter 3

Outside Sales Rep Cover Letter

While their inside counterparts work at a company building, outside sales reps travel to various locations to meet with clients on their turf. The two jobs have much in common, but an outside sales rep must demonstrate a skill set specific to traveling and meeting people in person.

This includes great one-on-one people skills, excellent personal grooming, and account growth. It is sales, after all. Here are a few excellent samples:

• Outside Sales Rep Cover Letter 1
• Outside Sales Rep Cover Letter 2
• Outside Sales Rep Cover Letter 3

Sales Manager Cover letter

Whether you’re already a manager hoping for a position at a new company, or you want to get a managerial job for the first time, the competition is stiff. You’ll need to show you not only have sales chops, but that you can manage people at the same time.

A sales manager cover letter should include how long you’ve been in the industry, how many people you’ve managed, your previous positions, your sales quota history and any related stats. These letters showcase exactly how to present professionally and put yourself in the running for manager:

• Sales Manager Cover Letter 1
• Sales Manager Cover Letter 2
• Sales Manager Cover Letter 3

You may have noticed that most of the above cover letter examples come with offers from their sites to help you craft your own cover letter (and often resume). If you don’t feel confident that you can do a stellar job yourself, go ahead and use one of those templates. Over time, you can use those skills to begin writing cover letters yourself, but there’s no pressure to do so now.

Why Are Sales Cover Letters Effective?

Again, writing a sales cover letter might feel daunting when you first set out to do it. In addition to making you look responsible and organized, however, a cover letter will immediately push you further up in the queue because a full 45 percent of job applicants don’t even include one. If you can get ahead of nearly half of the competition that easily, why wouldn’t you?

At the end of the day, a cover letter just isn’t that hard, and the potential rewards are indisputable. Take this opportunity to write the best cover letter you can, tailoring it to the job description and using a cover letter builder if necessary. There’s nothing wrong with getting a little help, but there’s everything wrong with leaving an opportunity on the table. That’s just not how salespeople roll, right?

Finally, keep learning. Increase your sales skills, learn to build remote teams , and practice your writing and communication skills as often as possible. Do this when you’re on the job hunt and when you’re not, because in the end, it will make you a better worker who is more appreciated by your employer. And that in turn is bound to pay off for life.

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Sales cover letter example

What is the primary purpose?

Secondary purpose, cover letter header, cover letter greeting, cover letter introduction, cover letter body , cover letter conclusion and signature, show that you are always learning.

The best sales pitches are brief, powerful and memorable. Their appeal to reason is hard to deny, evoking an emotional response that demands action. If a targeted sales message hits home, customers press the “buy” button. An effective sales cover letter works the same way.

Resume.io can help you with every cover letter preparation step. Our job-winning resources include a wide selection of occupation-specific writing guides and free cover letter examples.

This writing guide, along with the corresponding sales cover letter example, will:

• Explain how to make the most of your cover letter selling opportunity
• Recommend the best format for a sales cover letter and what it should
• Advise how to convey your breadth of sales experience in each over letter section: header, greeting, intro, body and conclusion
• Explore aspects of sales psychology that your cover letter can reflect
• Help you make it clear to the hiring manager that you know your sales worth.

So let’s get into it — what can transform a sales cover letter from good to great?

What lies at the heart of every great sales application letter?

When a sales professional is looking for a new role, the cover letter — sometimes called an application letter — is far more suited to their persuasive craft than the resume. The structured nature of a resume is great for hiring managers who need to sift through hundreds of applicants, but when the sales field has been narrowed, it is the cover letter that gives a window into the persuasive abilities of each candidate. 

With just 300 or 400 words to play with in a sales cover letter, how you choose to sell yourself speaks volumes about your professional ability. You have an intimate knowledge of your product, so if you fail to impress, maybe you aren’t so special after all.  No pressure.

When you might only have moments to impress a potential customer — or in this case, a hiring manager — the sales professional knows repetition is a critical consideration. You want to give customers as many reasons as possible to buy, but at the same time you cannot afford to cloud their core motivations to buy. So, you keep the selling message as simple as possible, and you use repetition to remind employers why they really (really) need it.

The primary purpose of a sales cover letter is to complement the resume. While allowing for expansion on your personality and influencing skills as a sales professional, it should not ignore the fact that your resume's core messages need repeating. 

Showcase your influencing skills with persuasive language and demonstrate that you understand the needs of your future employer. But don’t forget to ram home the messages about what makes you a great salesperson. If those messages are relevant to the prospective employer, they will stay in the heads of hiring decision-makers for the rest of the recruitment process. That is where you win.

Your sales application letter should move your target employer that little bit further down the sales funnel, increasing your percentages as each sentence in your cover letter is read. It needs to show that you are not just a great salesperson, but also a great salesperson for this employer . Do your research, find our where your fit is strongest and repeat it!

Use a sales technique (or two) in your cover letter There are many techniques that salespeople use to close deals. If you liberally use a couple of these in your cover letter, it can hint at a wealth of sales savvy to come.

One idea is to identify a sales “pain point” of your future employer. Point out the benefits of hiring you and end with a pithy closing remark. You can do that within a sentence by mirroring the sort of influencing techniques that you might use with a sales client. If successful, you not only persuade the hiring manager that you are the person for the job, but also provide insight into your sales craft.

The sales cover letter example provided with this guide illustrates some of the approaches suggested. Personalizing it to reflect your own unique sales approaches should not be too difficult.

When you are selling a product or a service, there are two main considerations. First, you need to understand what you are selling, and second, you need to understand the motivations of those who might purchase it.

While it's hard to demonstrate in your cover letter that you have the ability to “read” a whole range of customers, it is eminently possible to show that you have a detailed understanding (and passion) for the product or service that you will be selling. Your future employer needs to feel that you will live and breathe it.

However varied your sales career is in terms of different products and services, your cover letter should have a laser-sharp focus on whatever product or service will be sold in your new role. This means you must tailor each cover letter appropriately to the employer you want to work for. After all, if you do not make “customers” feel special they will move on to someone who does. So your sales cover letter should speak to the product and industry sector being targeted, and, as stressed previously, repeat if possible.

If you have not had sales experience in exactly the same industry, talk about your accomplishments in a similar industry. For example, you may not have sold B2B HR services, but the sales process from your experience in selling consulting services won’t be very different. Sharing relevant experience shows that you understand what the job will entail.

These are just two initial considerations, and most sales professionals will likely have much more that they want to say about themselves. Any sales pitch needs a logical structure to shape and temper the flow of its persuasion, and a sales cover letter is no different.

For more inspiration, we invite you to browse through these cover letter examples and writing guides in our related sales category:

• Sales Executive cover letter sample
• Sales Manager cover letter sample
• Sales Assistant cover letter sample
• Account Manager cover letter sample
• Sales Representative cover letter sample
• Sales Associate cover letter sample

Best format for a sales cover letter

While your sales pitch should be as unique as possible — and certain industries will demand more creative approaches than others — it is generally accepted that all cover letters should follow the same structure regardless of occupation. 

General advice on how to write a cover letter may be found in resume.io’s comprehensive cover letter guide. 

Your sales cover letter includes all of the same components as follows, each serving a specific purpose:

• The cover letter header
• The greeting / salutation
• The cover letter introduction
• The middle paragraphs (body)
• The cover letter conclusion
• The sign-off (signature)

Just as potential customers need to have your contact information handy when they are ready to make a purchase decision, a hiring manager should be able to readily and easily drop you an email or make an interview appointment by phone. 

Essential personal information should always be in the header section of your sales cover letter. Although your every instinct might want to hit recipients with your sales pitch straight away, it is important to cover certain practical bases first. The white space surrounding the header in the top section gives readers a couple of seconds to settle into reading mode. It would be tragic to waste a killer first line if their mind is still on the last email they read or the remnants of unconsumed coffee they are staring at.

So besides clearly identifying who your cover letter belongs to and how you can be reached, including a sensible email address bearing your name, the header allows recipients to catch their breath before reading the good stuff.

Goal of the cover letter header: Focus attention on the letter by clearly establishing who it is from and how the recruiter can reach you.

Just as you would never start a sales call to a stranger with a cheery “Alright mate,” your cover letter greeting sets the tone for the remaining content. It is vital to make sure it is appropriate for the reader.

Opening with the classic “Dear Mr. (or Ms.) Surname,” is almost always the best option. It's consistent with the generally expected degree of respect and politeness when unfamiliar people in the sales world interact with each other.

As sales professionals are accustomed when researching their prospects, your sales cover letter should be addressed to the right individual(s) by name. Attempting to make a direct personal connection on that basis is vitally important. This initial rapport can be built upon later in the recruitment process.

A lazy “To whom it may concern,” will never cut it. If it proves impossible to address anyone by name in the cover letter greeting, a warmer variation such as “Dear <Company Name> Hiring Team” is quite acceptable. Showing that you have put some thought and effort into personalizing the greeting is what matters.

A more casual tone may be fine if you are certain it reflects the employer company’s culture. Judge accordingly, but always err on the side of formality as you would in any initial sales communication.

Goal of the cover letter greeting / salutation: Start off on a formal footing with a direct personal connection that sets the tone for further interaction during the hiring process.

Dear Mr. Hunter,

The first sentence or two of a sales cover letter is your chance to show off.

Sales professionals are masters of pithy one-liners, on social media and face-to-face in the real world, so crafting an introduction that hits home with the core of their message should not be too hard. Offer a vision of exactly what you can bring to your future employer. Talk about smashing sales targets, fueling growth and winning new clients. Give your cover letter a positive start and the reader will be hanging on your every word with whatever else comes next.

Sharing some concrete figures in the introduction would show that you understand the importance of results. Think carefully about those numbers to ensure they are genuinely impressive. If not, they could have the opposite effect on your prospective future employer.

Goal of the cover letter introduction: Perfect your elevator pitch by making it clear up front what you can deliver.

Delighting a freight customer is about far more than availability and pricing. When competing with my sales manager rivals to sell empty space on a container ship, the basic variables of service and cost are not enough to give me an edge. I need to convince customers that working with them is worth paying for. I sell my colleagues rather than my containers.

The body of a sales cover letter should ebb and flow like your sales pitch.

On one hand, you should be careful not to overwhelm the reader with a barrage of sales successes. You need to give a feel for the person behind the numbers. Simply giving a list of projects or including too many statistics can easily detract from your wider story.

By all means, share a couple of your most relevant projects, but fill in the gaps by detailing how your sales smarts made a difference and why your approach worked out particularly well. It seems so much more real when you give the context for your success.

As well as sharing your softer behavioral skills, give a flavor of your technological savvy. The most successful salespeople use a wide range of digital apps and social media techniques, so it's important to portray yourself as being at the cutting edge of the industry in this regard.

Goal of the cover letter body: Paint a picture of your sales persona in your own words and allow the reader to imagine what your sales skills would bring to their organization.

As Crano Worldwide is expanding its routes in the Far East, I hope that my B2B sales experience in the region may prove useful. I have networked here for the past decade, speaking at transport conferences, building relationships with 250+ importers and exporters, and doubling market share from 4% to 8% over a six-year period. As a student of the intricacies of the Chinese tender process, I understand how to influence effectively. Crano encourages a winning mentality at work, and I would fit in well. To demonstrate that I understand the subtleties of selling freight forwarding, consider my track record:

• Increased the ocean freight customer base by an average of 25% over the past five years.
• Averaging 92% annual client retention.
• Increasing annual profit growth per customer by 16%.
• Exceeded annual sales quota by an average of 45% over the last six years.
• 150+ Far Eastern clients — more than half of which could potentially move to Crano.
• Generated $2.3m revenue last fiscal quarter.
• Consistently top in global sales list.  

Seeking to understand the precise requirements of each customer is the key to finding those critical negotiation levers and squeezing the potential out of every opportunity. I enjoy the role most when I am managing a fluid sales process rather than simply reacting to leads.

A sales professional's closing remark s should include humility and hope in equal measure, and your sales cover letter conclusion should be no different.

With no certainty that you are a perfect hire based on a brief job description, you should avoid any arrogant pronouncements or presumptuous statements. Be humble and present yourself as being a good fit for the role as you currently understand it. Let the recruiter know you would love to further explore the possibility. 

It is fine to say “I hope that you find my qualifications of interest.” On the other hand, stating “I know that I would fit in perfectly” when you haven’t yet been able to qualify that cannot be genuine. In sales, there is a fine line between confidence and arrogance. Your sound judgement in that regard should be evident in your application letter. Signing off is a simple matter of placing your name below "Sincerely," or "Best regards." A handwritten signature is only necessary on printed hard copies. Inserting a scanned version into electronic documents is optional, not required.

Goal of the cover letter conclusion: Temper your expression of hope that you may be a good fit for the job with some humility. Present your case and end on a “what do you think?” note.

I was referred to this career opportunity by one of your current sales managers, David Grey. I hope for the opportunity of an interview to see why he loves working for you so much. Sincerely, Christine Foster

Writing psychology: get under your future employer’s skin

Any piece of writing by a sales professional should be backed by a solid amount of psychology. After all, you are a master of influence and persuasion. Here are a few considerations:

• Reach out with emotion: if prospective employers are not feeling excited after reading your cover letter, then you have no chance of getting the job. They might also be feeling curious, intrigued or even incredulous. The more emotions you can make them feel, the more they will want to explore them during an interview.
• The circle of trust: any salesperson who is going out into the market and selling a product or service has to come across as being trustworthy. Be someone who lives by your word, who is a straight talker and who seeks to over-deliver rather than over-promise. Some sales materials can seem exaggerated; make sure that your sales cover letter engenders a gentle sense of trust rather than an unbelieving suspicion.
• Sell your benefits: working out how your experience can most benefit your prospective employer (and communicating it throughout the recruitment process) is the goal of any successful candidate. Sales people should find it easy to sell the benefits of hiring them. Being honest and clear about why they should hire you is not arrogant — you are simply setting out the reasons why you are worth bringing onto their team.
• Instant gratification: If recruiters are worrying about an aforementioned “pain point” and you have identified that you have the ability to solve it, they will subconsciously feel right away that you are able to handle a whole range of other issues. Appeal to their self-interest in showing how you will instantly make their time at work more profitable if you are hired.

Sales legend Grant Cardone talks a lot about the importance of continuous learning for any sales professional. This attitude is something that every hiring manager will want to see in a new sales recruit:

“The best investment I ever made was when I was 25 years old and I hated sales. I borrowed $3,000 from my mother to buy a sales program — it was 12 cassette tapes and it took 10 days for it to arrive. I made so much money from those tapes. I went from making $30,000 to making $100,000 a year. Most importantly, not only did I make more money, but for the first time in my life I could say I loved sales. For the first time, I knew what I was doing. Ever since then, I’ve spent hundreds of thousands of dollars investing in myself and my people, in hopes of making us all better, more motivated, more strategic. Some of the programs don’t work, but I keep investing, knowing that it’ll pay off in the long run.”

Whether it is an MBA, an online course or even a stint working with a sales coach, every sales professional should have an insatiable drive to become more effective. You can be sure that your cover letter readers will be passionate about sales too. If they feel that you share that passion for self-improvement, they will find a kindred spirit.

Don’t style yourself as the ideal sales machine. Even if there were such a thing, it would be obsolete within a short period as the world is changing at such a fast pace.

Don’t commit these sales cover letter errors

Much of the advice in this guide has been sales-specific, but there are a few basic mistakes that belong in no job seeker's cover letter.

• Don’t overpromise. Before you join the company, you won’t know exactly what is required of you, so make sure that you don’t paint yourself as a potential sales superhero. Be inquisitive, be curious and be interested in how you might contribute.
• Keep the tone professional. Every salesperson is naturally personable, but make sure that the tone of your cover letter remains on the professional side. The interview is the time to gauge the room and show your friendly side. In an application letter it comes across as being slightly misjudged.
• Avoid being overly descriptive. Wasting words with flowery language will waste the time of any prospect. Sales communications should take people on a journey, but when a hiring manager has 10 cover letters to read, your superfluous language won't be appreciated. Get to the point and make sure it is powerful.
• Careless formatting . Just as a careless mistake might detract from your overall message in a sales presentation, any kind of mistake in your cover letter or resume might indicate a lack of attention to detail on the candidate’s part.

Key takeaways for a sales cover letter

• Use all of your sales influencing skills and persuasive tactics in your cover letter.
• Repeat the core messages to drive home your key benefits for the prospective employer.
• Show that you understand what it takes to sell that company's products or services.
• Reach out to your future employer and establish trust and confidence early.
• Talk about how you invest in your continuous sales learning.

With resume.io, your cover letter can become an ideal companion to your resume. With this dual strategy, your perfect sales role is just around the corner. Click on one of our ready-made and carefully market-researched cover letter templates and start writing. Our easy-to-use builder tool makes it a breeze to customize with your own replacement text.

Free professionally designed templates

Email Cover Letter for Sales Representative: Sample & Template

Cover letters provide an opportunity to introduce yourself to a prospective employer. For this reason, always send a cover letter along with the resume even if it is not required.

A cover letter for a sales representative resume needs to be exceptionally well-written since employers may use it to gauge your communications skills and convincing power.

The only main difference between a regular and email-based cover letter is that the former tends to be a bit longer as compared to the latter.

A Sales Representative email cover letter also includes a subject line and is divided generically into three to four short paragraphs.

Since the cover letter is being sent via email, it does not require the address of the employer. However, it is necessary to add your address and contact details at the end of the letter for the convenience of the employer.

Sales Representative Cover Letter Sample (Email Version)

Subject Line: Sales Representative – Samantha Marshall

Body of Email

Dear Mr. Alex:

This email and the attached resume are a keen expression of interest in the Sales Representative position at ABC Company. With knowledge of the latest sales techniques and current trends in today’s competitive market, I believe my skills could come in very handy to enhance your sales.

My experience as a sales representative with various companies made me capable of selling any product efficiently. I possess a verifiable track record of exceeding sales targets and enhancing revenues.

Specifically, the following attributes will help me contribute significantly to your sales team:

• Special talent for making new accounts and obtaining orders while maintaining old accounts.
• Competent at monitoring competition by finding information on pricing and merchandising techniques.
• Demonstrated ability to investigate customer problems and develop appropriate solutions.

My attached resume details my qualifications for a Sales Representative position. After one week, I will get in touch with you in order to answer any questions you might have. In the meantime, I can be reached at (000) 358-4128.

Thank you for your time and consideration, and I look forward to hearing from you soon.

Samantha Marshall 876 Pickwick Ave Austin, TX 43985 (000) 358-4128

Attachment: Samantha-resume.doc

Email Cover Letter for Sales Representative (Template)

Dear Hiring Manager,

I am writing to express my interest in the Sales Representative position at your esteemed company. With a strong background in sales, a passion for building relationships, and a proven track record of exceeding targets, I believe I would be an excellent fit for your team.

In my previous role as a Sales Representative at XYZ Company, I consistently achieved and surpassed sales targets by actively prospecting new clients and building strong relationships with existing ones. I take pride in my ability to understand client needs and provide tailored solutions that align with their goals. Additionally, my exceptional communication and negotiation skills have allowed me to forge successful partnerships with a wide range of clients.

I am highly motivated, results-oriented, and thrive in a fast-paced, competitive environment. I am confident that my strong sales skills, coupled with my ability to effectively manage relationships, make me a valuable asset to your sales team.

Please find attached my resume for your review. I would greatly appreciate the opportunity to discuss how my skills and experience align with your company’s goals. Thank you for considering my application.

I look forward to the opportunity to contribute to the growth and success of your organization.

[Your Name]

• Route Sales Representative Cover Letter Sample
• Retail Sales Representative Cover Letter Sample
• B2B Sales Representative Cover Letter Sample
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How to Write an Email Cover Letter

Knowing how to write an effective email cover letter is essential for the modern job application process.

As featured in *

Our free-to-use cover letter builder can make you a cover letter in as little as 5 minutes. Just pick the template you want, and our software will format everything for you.

What is an email cover letter?

An email cover letter is like a standard cover letter. The only difference is that it’s either:

• Pasted into the body of your email
• Attached to the email you send an employer for a job application (alongside your resume PDF )

The purpose of any cover letter is to introduce yourself to the hiring manager, explain how you found the job, why you’re applying, and briefly go over your experience and qualifications.

Email cover letter sample

Here’s a compelling email cover letter sample from a candidate applying to a marketing position:

Email cover letter (text format)

Email Cover Letter (text version)

Dear Mr. Richards,

I’m excited to apply for the Marketing Specialist position at Harcot Products that I saw listed on Indeed.com.

As a dynamic marketing professional with 3+ years of experience at a Fortune 500 company, I’m confident that my expertise in data analysis, email marketing, and search engine optimization makes me an ideal candidate for this role.

I’m currently employed at Boston Global, where I’ve spent the last three years honing my online marketing skills. While working here, I helped execute a campaign that increased monthly average sales from $5,000 to $12,000. I’ve also onboarded three marketing trainees, which has further solidified my marketing fundamentals.

I’m certain that the knowledge and expertise I’ve developed at Boston Global will be highly valuable to Harcot’s marketing team.

I’ve attached my resume and cover letter to this email. I welcome the opportunity for an interview to further discuss how my experience and skills can be an asset to Boston Global.

Thank you for your time and consideration.

Melissa Firscht

(908) 886-1924

[email protected]

Email cover letter format & writing tips

Now that you’ve seen what an email cover letter should look like, here are five tips on how to format and write an effective email cover letter:

1. Make it easy to read

The average recruiter spends very little time looking at an email. If you want your job application to stand a chance, your email cover letter format must be clear and easy to read, even on a smartphone.

Each paragraph should only be one to three sentences long. You’ll also need to ensure that you have a clear introduction, main body, and closing paragraph so that hiring managers can skim for and find the information they’re looking for.

2. Be direct and to the point

When writing an email cover letter, the trick is to make it informative but short.

Briefly introduce yourself, your experience, qualifications, and skills to convince the hiring manager to consider your application.

It can be tempting to talk at length when including your accomplishments or why you’re interested in the job. But you should edit your email cover letter down to only the most important and relevant information.

For instance, your email cover letter doesn’t need to include more than a couple of sentences about your personal background or passions.

To ensure you’re hitting all the right points without adding too much fluff, follow these three rules:

• Include only the most relevant information concerning the position (check the job description and try to match the experience and skills you mention with it)
• Highlight one (or two, maximum) of your professional achievements
• Provide a brief, confident call-to-action, listing your contact information and your availability for an interview

If you need some help putting together a cover letter that’ll impress hiring managers, try using an AI cover letter generator that can help you showcase your skills and experience.

3. Include an informative subject line

Using an eye-catching email subject line is crucial for a successful job application.

You might have an impressive resume and cover letter , but if your subject line is unclear, hiring managers won’t take the time to open your email.

Your subject line is the first thing potential employers see. To guarantee you win the hiring manager’s attention, ensure your subject line includes:

• The position you’re applying to

Ultimately, your email subject line should be professional, brief, and relevant.

The only exception to this rule is if the job you’re applying for has a specified format the employer wants your subject line to use. Double check the listing to see if this is the case.

4. Personalize your email to the reader

People (including hiring managers) are much more attentive when they hear or read their name, so make sure you directly address the hiring manager in your email cover letter.

If you don’t know the hiring manager’s name, find it by:

• searching on LinkedIn
• checking the company’s website
• calling the office manager or receptionist and asking for their name

You can also look into alternatives to writing “ Dear Sir to Madam “. If all else fails, there’s nothing wrong with starting your email with “Dear Hiring Manager,”. But if you can, avoid it.

Learn how to address a cover letter properly by finding the hiring manager’s name and title.

5. Finish with a convincing closing paragraph

Your email cover letter closing should begin the next step of the hiring process by encouraging the hiring manager to reach out to you.

Specifically, re-state your interest in the position and state your availability for an interview.

The closing of your email should come across as confident but not pushy or desperate. Make it clear that you’re available and interested, but don’t pressure the hiring manager to respond.

Finally, end with a professional and courteous HR-approved sign-off such as “Sincerely,” “Regards,” or “Best regards.”

Here’s an example of how to close your email cover letter:

I’ve attached my resume and cover letter to this email. I welcome the opportunity for an interview to further discuss how my experience and skills can be an asset to Boston Global. Thank you for your time and consideration. Regards, Melissa Firscht

How to write a cover letter

Dread writing cover letters? Read our guide to learn how to write a great cover letter that convinces hiring managers you’re the ideal person for the job.

How to send an email cover letter

Once you’ve finished writing the main contents of your email cover letter, you’re ready to send it to the hiring manager (and attach your remaining application materials).

Before emailing your resume and cover letter though, there are three simple rules you should keep in mind:

• Follow the job ad’s instructions — some jobs have specific instructions regarding how they would like your application materials attached. Double check the listing to make sure you’re following their guidelines .
• Send you files in PDF or .docx forma t — PDF and .docx are the most accessible file formats and are considered standard for most jobs. If the employer doesn’t specify which, use PDF because it’s easier to open on all platforms.
• Use a professional file name — your file name should follow a format like “First-Name-Last Name-Cover-Letter.”

Additionally, pay attention to the little details in the job description. For example, if the company spells resume with accents (résumé), use accents in your resume’s file name too. The hiring manager will appreciate your extra effort and attention to detail.

If you used a Google Docs cover letter template , you can also attach it to your email cover letter by clicking the “insert files using Drive” button in Gmail .

Email Cover Letter

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17 Professional Sales Cover Letter Examples for 2024

Your sales cover letter must immediately highlight your top sales achievements. Make sure these feats stand out to catch the hiring manager's eye. Relate your experience directly to the job requirements. Demonstrate how your skills will translate into success for their company.

All cover letter examples in this guide

Software Sales

Solar Sales

Jewelry Sales

Door To Door Sales

Enterprise Sales

Executive Sales

Inside Sales

Outside Sales

Phone Sales

Luxury Sales

Furniture Sales

Construction Sales

Cover Letter Guide

Sales Cover Letter Sample

Cover Letter Format

Cover Letter Salutation

Cover Letter Introduction

Cover Letter Body

Cover Letter Closing

No Experience Sales Cover Letter

Key Takeaways

Navigating the job application process, you've likely realized a compelling sales cover letter is essential to accompany your resume. It's not just a formality; this document is your chance to showcase a standout achievement that defines your professional success. Crafting this narrative can be tricky; you want to blend formality with originality, avoiding tired clichés. Keep it concise, one page only, to ensure every word counts. Let's explore how you can articulate your proudest moment and make a lasting impression.

• Personalize your sales cover letter and get inspired by other professionals to tell a compelling story;
• Format and design your sales cover letter to make an excellent first impression;
• Introduce your best achievement in your sales cover letter to recruiters;
• How to make sure recruiters get in touch with you, using your sales cover letter greeting and closing paragraphs.

What is more, did you know that Enhancv's AI can write your cover letter for you? Just upload your sales resume and get ready to forward your job application in a flash.

If the sales isn't exactly the one you're looking for we have a plethora of cover letter examples for jobs like this one:

• Sales resume guide and example
• Senior Sales Associate cover letter example
• Senior Account Executive cover letter example
• Customer Support Specialist cover letter example
• Liquor Store Manager cover letter example
• Entry-Level Customer Service cover letter example
• SaaS Account Executive cover letter example
• Technical Sales Representative cover letter example
• Business Analyst Retail cover letter example
• Sales Director cover letter example
• Customer Relations Manager cover letter example

Sales cover letter example

PAYTON WEBSTER

Los Angeles, CA

+1-(234)-555-1234

[email protected]

• Referencing past successes and quantifiable achievements, such as increasing inbound success rates by 30%, positions the candidate as result-oriented and data-driven—an essential aspect for roles in sales.
• Personalizing the cover letter by mentioning the company's portfolio and their market position shows the candidate's initiative in understanding the company they are applying to, indicating a genuine interest in the role and the company.
• Highlighting top performance in previous roles, like being in the top 5% of sales professionals, emphasizes the applicant's competitive edge and their potential to be a high achiever in the new role.
• Including a recognized professional certification (CSP – Certified Sales Professional) immediately validates the candidate's expertise and dedication to professional development within the field of sales.

The format of your sales cover letter: structure, fonts, margins, and more

Your sales cover letter should include a header (with your name, position, and date); a greeting and introductory paragraph; a body and closing paragraphs; and an optional signature.

Remember that you're writing your sales cover letter for recruiters - as the Applicant Tracker System won't scan this content.

Here are a few more tips and tricks to keep in mind when formatting your sales cover letter:

• Use the same font in your sales cover letter and resume . We recommend modern fonts, e.g. Lato and Rubik, to help you stand out, instead of the stereotypical Arial and Times New Roman.
• Each paragraph should have single spacing, which is already set up for you in our cover letter templates .
• Our cover letter builder follows industry standards for your sales cover letter formatting - with a one-inch margin, surrounding your content.
• Always export your sales cover letter in PDF to ensure the image or text quality stays the same and your writing isn't moved about.

The top sections on a sales cover letter

• Header: Includes your name, contact information, and the date, establishing your professional identity and making it easy for the recruiter to reach you.
• Greeting: Addresses the hiring manager by name, demonstrating that you’ve done your research and are personally invested in the position.
• Introduction: Briefly introduces you and highlights your enthusiasm for the role, setting the tone for a persuasive pitch tailored to sales.
• Sales Experience and Achievements: Showcases your relevant sales background, numerical accomplishments, and key wins, emphasizing your proven ability to drive results and revenue.
• Closing and Call to Action: Politely wraps up the letter, restating your interest, and indicates your desire for a personal interview, while subtly urging the recruiter to take the next step.

Key qualities recruiters search for in a candidate’s cover letter

Proven track record of meeting or exceeding sales targets: Demonstrates the ability to deliver results and generate revenue.

Excellent communication and interpersonal skills: Essential for building relationships with clients and effectively presenting products or services.

Strong negotiation and closing abilities: Showcases the capability to persuade and finalize sales, crucial for driving business success.

Customer-focused approach: Indicates understanding of customer needs and the importance of customer satisfaction in sales retention and growth.

Resilience and adaptability: Reflects the capacity to handle rejection and adapt to different sales situations or market changes.

Experience with CRM software and sales reporting tools: Displays technical aptitude and the ability to analyze sales data to inform strategies and improve performance.

How to personalize your sales cover letter greeting

Before you start writing your sales cover letter, take the time to find out who is recruiting for the role.

Search for the recruiter's name on LinkedIn or the corporate website to address them personally in your sales cover letter salutation .

What if you can't find out who's recruiting for the role?

Always aim to avoid the very impersonal "Dear Sir/Madam" - instead, opt out for "Dear HR Team" or "Dear Hiring Manager" to make a better first impression.

List of salutations you can use

• Dear Hiring Manager,
• Dear [Company Name] Team,
• Dear [Department Name] Team,
• Dear [Mr./Mrs./Ms.] [Last Name],
• Dear [Job Title] Hiring Committee,
• Dear Human Resources Director,

Your sales cover letter intro: showing your interest in the role

On to the actual content of your sales cover letter and the introductory paragraph .

The intro should be no more than two sentences long and presents you in the best light possible.

Use your sales cover letter introduction to prove exactly what interests you in the role or organization. Is it the:

• Company culture;
• Growth opportunities;
• Projects and awards the team worked on/won in the past year;
• Specific technologies the department uses.

When writing your sales cover letter intro, be precise and sound enthusiastic about the role.

Your introduction should hint to recruiters that you're excited about the opportunity and that you possess an array of soft skills, e.g. motivation, determination, work ethic, etc.

What to write in the body of your sales cover letter

Now that you've got your intro covered, here comes the heart and soul of your sales cover letter.

It's time to write the middle or body paragraphs . This is the space where you talk about your relevant talent in terms of hard skills (or technologies) and soft (or people and communication) skills.

Keep in mind that the cover letter has a different purpose from your sales resume.

Yes, you still have to be able to show recruiters what makes your experience unique (and applicable) to the role.

But, instead of just listing skills, aim to tell a story of your one, greatest accomplishment.

Select your achievement that:

• covers job-crucial skills;
• can be measured with tangible metrics;
• shows you in the best light.

Use the next three to six paragraphs to detail what this success has taught you, and also to sell your profile.

Time to wrap up your sales cover letter

Writing the closing paragraph of your sales cover letter is just as important as the salutation.

You have to make it personalized to the job advert and recruiter.

Experienced professionals advise candidates to end with a request or reminder for follow-up. Write that you're grateful for the opportunity, and, at the same time, hint that you're available for the next steps of the process.

Otherwise, you could also conclude your sales cover letter by facing the future. How do you see yourself, as part of the team? In particular, how would you settle in your new role in the first six months to a year?

Is it beneficial to mention that you have no experience in your sales cover letter?

Lacking professional experience isn't the end of the world for your sales cover letter .

Just be honest that you may not have had roles in the industry, but bring about so much more.

Like, your transferable skills, attained thanks to your whole work and life experience (e.g. the skills your summer spent working abroad taught you).

Or, focus on what makes you, you, and that one past success that can help you stand out and impress recruiters (think of awards you've attained and how they've helped you become a better professional).

Alternatively, write about your passion and drive to land the job and the unique skill set you would bring to enhance the workplace culture.

Key takeaways

Your sales cover letter is your best shot at standing out by showing your motivation and the unique skills you'd bring to the job:

• Chose no more than one achievement, which you'd be talking about in the body of your sales cover letter, by focusing on skills and outcomes;
• Address recruiters with their first or last name, or "Dear Hiring Manager" in your sales cover letter greeting;
• Introduce in no more than two sentences what makes your profile unique (perhaps it's your motivation, enthusiasm, or appreciation of the company you're applying for);
• Select the same font you have used in your resume (avoid Times New Roman and Arial, as most candidates tend to invest in them);
• Close your sales cover letter with a promise of how you see yourself growing in the company and the benefits you'd bring about.

Sales cover letter examples

Explore additional sales cover letter samples and guides and see what works for your level of experience or role.

Cover letter examples by industry

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Sales Cover Letter: Examples & Ready-To-Use Templates

I had an interview yesterday and the first thing they said on the phone was: “Wow! I love your cover letter.” Patrick I love the variety of templates. Good job guys, keep up the good work! Dylan  My previous cover letter was really weak and I used to spend hours adjusting it in Word. Now, I can introduce any changes within minutes. Absolutely wonderful! George

1. Sales Cover Letter Examples

Example #1: mid-level sales candidate , example #2: entry-level candidate (no experience), 2. how to write a cover letter for sales jobs step by step (template), 1. follow formal formatting rules on a sales cover letter, 2. create a professional cover letter header with contact information, saleswoman / salesman cover letter example template, 3. introduce yourself and describe the sales job to which you’re applying, sales cover letter sample: intro statement, 4. talk up relevant sales skills & marketing abilities.

If it’s not an open position but a company that you’re interested in, reference specific information about the company or the market that would affect that company – for example, ‘With your recent acquisition of (blank)...’ or ‘I saw that your competitor (blank) recently launched a next generation product...’ Tom McGee VP & GM of Sales & Marketing, Lucas Group

Example Cover Letter for Sales Associate: Middle Paragraph

Include specific numbers whenever possible to illustrate what you've accomplished. This include sales numbers, people you've trained, customers you speak with on a daily basis. This will give the hiring manager concrete details on your experience. Amy Nguyen Business Communications Lecturer at California State University, Los Angeles

5. Explain Why You’d Like to Sell on Their Behalf

Sample cover letter sales jobs motivation statement, 6. finish using a powerful cta as a value proposition, sample cover letter for sales jobs: call to action & formal closing, about resumelab’s editorial approach, was it interesting here are similar articles.

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Sales by Email: Outreach Strategies and Best Practices

Casey O'Connor

Understanding the Power of Email in Sales

Crafting effective email outreach campaigns, overcoming common challenges in email sales, tips for optimizing email sales strategies, compliance and best practices, key features to look for in email outreach solutions.

Small and medium businesses (SMBs) have unique challenges when it comes to building a healthy sales pipeline. 

While email is generally the most efficient way for SMBs to reach their lead lists, it can be challenging for marketing and sales teams to balance large-scale outreach with the high level of personalization that today’s B2B buyer expects. 

There are, of course, email software solutions that can help sales teams succeed with sales by email . That being said, many of them are massive platforms (that come with similarly massive price tags) that are typically too bulky and complex for SMBs.

While sales emails don’t close deals, they are a crucial first step in booking sales calls, meetings, and demos. Small business sales teams need cost-effective and streamlined email outreach solutions that can help them write, send, and track emails that buyers are eager to open and that help them move down the sales funnel.  

In this article, we’ll go over everything you need to know about sales by email, including why it’s so important for SMBs, how to write emails that build trust and nurture buyers, best practices to keep in mind, and some features to look for as you’re looking for platforms to support your sales email strategies. 

Here’s what we’ll cover:

Email is one of the most versatile and effective forms of communication available to sales teams today. 

The return on investment for sales by email is impressively lucrative. In fact, some studies show that the ROI for sales emails is $38 for every $1 spent . 

That all being said, writing sales emails that stand out isn’t necessarily straightforward or easy. The average office worker receives over 120 emails per day , and 64% of them decide whether to open or delete their messages based on a single glance at the subject line. 

Writing email campaigns that stand out in a busy inbox, are intriguing enough to get opened, and engaging enough to prompt the recipient to take action requires skill and strategy. But for sales teams that master it, sales by email can be a game-changer.

The key to success in sales by email is personalization. 

Each and every component of your sales emails needs to be tailored to the target audience. 

Fortunately, with the help of the right kind of email outreach platform, there are several “built-in” opportunities for personalization within a sales email.

Email Subject Line

Your email’s subject line is its first impression. 

The subject line is the very first thing the recipient notices about your email message. And knowing how ruthless email recipients are when it comes to purging their inboxes — about 80% – 90% of all emails are deleted without ever being opened — so it’s important to get the subject line right. 

Your subject line should be short ( 36-50 characters ), engaging, and personalized. 

Many sales reps swear by using the recipient’s name in the subject line, while others prefer to allude to one of their specific pain points. 

Other successful subject lines include relevant data, or an insightful, thought-provoking question. 

Whatever you do, though, stay away from clickbait-type headlines, all-capital-letter subject lines, and words that could send you to the spam folder (e.g., “final,” “sale,” “tempting”). Emojis should also be used sparingly, if at all. 

It’s also important to ensure that your entire subject line is visible on both desktop and mobile. 

Successful open rates will vary by industry , but most fall in the 30% – 50% range. 

Sales teams should consider A/B testing their subject lines (more on this strategy later) to determine their most successful options. 

Tip: 20 Cold Email Subject Lines (proven to get over 85% open rates.)

Opening Line

The opening line of your email is also very important. It’s one thing to get over the hurdle of convincing the recipient to open the email, but it’s another challenge entirely to get them to keep reading. 

The first line of your email exists to pique the reader’s interest. It needs to be non-generic and enticing in order to encourage them to keep reading.

Here are some common strategies for writing an opening line that gets attention: 

• Use the recipient’s name or the name of a mutual connection (i.e., “Mark recommended I get in touch.”)
• Directly address a challenge or pain point
• Acknowledge a new role or achievement
• Reference a news article or other publication 

Remember, this component of your sales email needs to be personalized. Segmenting your outreach lists can create better opportunities for more specific and targeted email personalization. 

The body copy of the sales email contains most of the substance of the email message. Here, sales reps can demonstrate value, generate trust, and (hopefully) move the sales process forward. 

Again, it’s important to avoid anything that can be construed as generic. Use this space to ask questions that are specific to the prospective company based on your research and focus on providing value. 

Many sales reps are great at closing deals in person, but sales by email require a slightly different set of skills.  

The closing of your email is also sometimes called the call to action (CTA) and is designed to encourage readers to take the next action in the sales funnel . 

But recently, there’s been a shift in sales emails that highlights “softer” CTAs — ones that ask about interest level, rather than direct next steps (i.e., “How would you feel about speaking further on Monday afternoon?”). 

Buyers today are eager to maintain more control over the buying process, so putting the ball in their court may make them more inclined to move forward. This is another component of your sales email performance that could benefit from A/B testing. 

Email Signature

Some salespeople give little thought to their email signature , but this part shouldn’t just be an afterthought. A formal email signature can add professionalism and credibility to your message.

Keep your signature short, simple, and on brand. It should include the following information: 

• First and last name
• Role & Company
• Phone numbers
• Links to social media profiles of your choice 

And, just like with all of the other components of your message, always make sure your signature is formatted for mobile as well as desktop. 

Here’s a solid example:

Although sales by email can be a powerful tool for sales teams, there are some challenges to keep in mind as you add or refine this strategy in your sales playbook . 

Email Deliverability and Spam

One of the most common issues that sales reps encounter when selling by email is the risk of their messages ending up in the spam folder. 

Sales teams need to make sure that they’re carefully tracking their email deliverability and be prepared to be critical about any components that may be affecting this metric. 

Different email service providers (ESPs) have different standards when it comes to spam filters and deliverability requirements, so make sure that the email automation platform you use is able to comply with these regulations across the board. 

Tip: Why Your Emails Are Going to Spam .

Handling Objections and Rejections

Many sales reps also quickly learn that sales objections (and flat-out rejections) are just as common in sales by email as they are over the phone or in person — perhaps even more so. 

The screens and keyboards between the two parties make it much easier for recipients to ignore or be critical of your message and overall efforts. 

Staying On Top of Following Up

Fortunately, email automation software can help sales teams juggle the many moving pieces of following up with email recipients. 

In fact, sales by email can give sales reps a huge advantage when it comes to following up, as long as they learn how to leverage their tools correctly. 

Tip: Looking for ready-to-use email templates for your sales emails? Grab them below.

Here are some of our top tips for creating a successful sales by email strategy: one that builds trusting relationships, nurtures prospects, and creates promising sales opportunities. 

A/B Testing

Yesware’s Automation

Yesware is an email automation and engagement tool that was built to help sales teams perform personalized email outreach at scale. 

Email campaigns will automatically send on their own when prospects don’t respond. 

Our suite of tools includes everything from email templates to email tracking . 

And with tools like Prospector and Contact Enrichment , sales reps will never run out of leads to reach out to. You can source leads in seconds with advanced search filters to find your ICPs.

   Best of all, all of the tools live directly in your inbox.

With Yesware, sales reps can receive real-time alerts when recipients open their emails and attachments. 

This can give reps a huge advantage when it comes to lead generation and qualifying prospects — research shows that lead contact time can make a huge difference in conversion rates and revenue generation. 

After the initial contact, sales reps can then rely on Yesware to create an automated, personalized follow-up campaign.

From there, Yesware has robust tracking and analytics features that help sales reps keep track of which messages and follow-ups are resonating best with their target market, and which recipients are most engaged with their campaigns. 

With ease of use and flexibility in mind, Yesware integrates seamlessly with Gmail, Outlook, and Salesforce (and installs in less than 2 minutes). 

Try Yesware for free here!

Consider Your Timing

Given the sheer number of emails coming and going on a daily basis, smart sales reps look for every advantage they can to stand out from the crowd.

Some hours of the day , for example, generate higher reply rates than others, according to Yesware research. 

Additionally, Mondays and Tuesdays are more effective than other days of the week. 

Remember, though, that what matters most is the timing that your target audience prefers. Data from A/B testing can help you determine the best timing for your email outreach. 

Learn How to Add Value

Each email message that you send to buyers should offer value in some way. Even follow-up emails should benefit the recipient, even if they’re clear that they’re not ready to purchase. 

Remember: sales by email is more like a marathon than a sprint. Each email message should be a small but productive step toward a larger goal. 

Follow the Trends

As important as it is for sales teams to understand the nuances of the target market, it’s equally as important for them to stay on top of the market as a whole. 

Industry trends and disruptions can have profound impacts on the behavior of your target buyer, so make it a point to stay in the loop about industry happenings. 

If your team is going to pursue a sales by email strategy, it’s important that everyone who participates is aware of the regulations and best practices required to do it the right way.

Email marketing regulations are rigid and complex, and vary by location. 

In the U.S., for example, the CAN-SPAM Act Laws help ensure that marketers don’t take advantage of their access to recipients’ inboxes (among other requirements). 

In Canada, similar regulations are called the CASL laws; the European Union also uses its own acronym and set of standards.

Regardless of where your team is based, it’s important that you all understand the laws and regulations around where your recipients live.

It’s also important to make sure your team is upholding a certain standard in the eyes of the recipient, technical standards aside. Don’t use misleading or clickbait subject lines , for example, and always make sure you’re emailing with the intention you advertised when you gathered their email address. 

All of your messages should also include clear and easy-to-access “Opt Out” or “Unsubscribe” buttons. Don’t make it difficult for users to stop hearing from you; instead, make your email content so compelling that they have no reason to click unsubscribe. 

The good news for sales teams is that there are plenty of email outreach platforms to choose from that can accomplish all kinds of impressive and fancy automation tasks. 

But be aware when you shop: those bells and whistles can be a double-edged sword, and can even end up doing more harm than good.

In fact, many sales teams who adopt enterprise-level email automation platforms end up abandoning them at some point due to low adoption rates, throwing away time, money, and motivation. 

Small businesses need to carefully consider their email outreach solutions and choose one that will help them accelerate — not bog them down with clunky and unnecessarily complex tools. 

Cost-Effectiveness

Small businesses often can’t afford to sink a ton of monthly cash into an email outreach solution — especially when they’re not likely to use a lot of what they’d be paying for. 

Affordability is an important factor for B2B SMBs. Look carefully at the features offered by the platform versus the cost versus how much of them you’ll actually use. That’s a good starting point in determining how efficiently and effectively a particular tool fits your budget. 

It’s also worth noting any additional fees that may come up throughout your contract. Some companies are more transparent with their pricing models than others, so research carefully (and ask questions where anything isn’t clear) to gain a full scope of what you’ll pay for over time. 

User-Friendliness

Sales is a fast-paced environment, especially for SMBs that are growing quickly. It’s important that your email outreach solution is intuitive, easy to use, and doesn’t require constant toggling between platforms. 

A more streamlined platform leads to higher adoption and overall success rates. 

Scalability

Small businesses grow more quickly than at any other stage. 

To that end, they need to adopt platforms that can adapt and keep up with the demands of their expansion. 

Marketing and sales teams should prioritize email automation features that can accommodate pipelines of different sizes and flexibly grow with them alongside their business. 

Sales by email is one of the most effective tools a sales team can master in today’s digital and tech-forward world. 

All SMBs should consider adopting an email outreach solution like Yesware that can help their teams reach buyers at scale with custom personalization.

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