Sales Cover Letter & Writing Guide

Learn how to craft an impactful sales cover letter that grabs attention, showcases your skills, and lands you the job with our step-by-step guide.
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Welcome to the exciting world of sales, a profession that serves as the engine room of practically every industry you can think of. Whether you’re aiming to be a sales representative, manager, or consultant, you’re stepping into a role that calls for charisma, strategy, and a knack for closing deals.

Now, a well-composed cover letter can do wonders for your job application. It allows you to dive deeper into achievements that might be worth a bullet point on your resume.

It also gives you the opportunity to show the hiring manager just how good you really are. So, let’s get down to the art and science of writing a sales cover letter that will open all the right doors for you.

Key Takeaways

  • Keep your sales cover letter concise, limiting it to one page while using clear, readable font and a clean layout.

  • Your introductory paragraph should engage the reader right away, while your concluding paragraph should include a persuasive call to action.

  • Personalize your letter to match both your resume and the unique requirements listed in the job description.

  • Take time to proofread your sales cover letter, rectify any errors, and ensure all critical information is in there.

Best Format to Use for a Sales Cover Letter

When crafting a sales cover letter, the content isn’t the only thing that matters—the cover letter format also plays a significant role.

Proper formatting helps emphasize your strengths, skills, and qualifications, making it easier for hiring managers to see your true potential. So, here is how you should craft your cover letter to impress the hiring manager:

Cover Letter Format

  • Place your contact details at the top, adhering to the standard business letter format.

  • Aim for a length of 3-5 paragraphs totaling, at the most, 400 words.

  • Choose a professional, easy-to-read font such as Arial or Calibri.

  • Stick to a font size between 10 and 12 for maximum readability.

  • Set your line spacing to 1.0 for a clean, organized appearance.

  • Maintain 1-inch margins on all sides to keep the text well-aligned.

  • Optionally, include a postscript to highlight exceptional achievements or hard skills that set you apart.

Here is a template that will help you figure out how to structure your sales cover letter:

how to wrtie a cover letter

Sales Cover Letter Outline

Crafting a standout sales cover letter is an art that can significantly elevate your job application. Therefore, here’s a step-by-step outline to guide you through this process and simplify it to a tee:

#1. Heading

The cover letter heading serves as the foundation that sets a professional tone. Much like a firm handshake, it should be straightforward and polite and contain all the essential contact information. Here’s what it should include:

Mandatory Details

  • Your full name

  • Current job title

  • Contact number

  • Professional email address

  • LinkedIn profile

  • Current date

There are a few extra things that you can add to make this section longer, but you should strive to include only the essentials. That being said, the following is an example of what the heading of your sales cover letter should look like:

Good Example

Sophia Adams Sales Associate (555) 123-4567 15/9/2023

#2. Greeting

The greetings are the first point of contact with the hiring manager. That is why it’s essential they’re personalized and professional. Using a generic opener like “To whom it may concern” may signal a lack of effort on your part.

If possible, always try to find the name of the employer or the hiring manager overseeing the recruitment process.

Including their name not only adds a personal touch but also shows that you’ve invested time to find out who you’re addressing, making a positive first impression.

A greeting can be something as simple as:

Good Example

Dear [Hiring Manager’s Name]

#3. Introduction

In the introduction of your sales cover letter, it’s crucial to clearly state the position you’re applying for. In addition to that, you should also mention the sales skills that make you a strong fit for the role.

Moreover, by researching the company and the position, you show that your cover letter is tailored for this opportunity rather than a generic template.

Additionally, you should introduce one or two key skills that are directly relevant to the job description. This gives the hiring manager a preview of your qualifications and sets the stage for the detailed examples you’ll provide later in the letter.

The introduction is your chance to grab the employer’s attention and compel them to keep reading. An example of a good sales cover letter introduction would sound something like this:

Good Example

Dear [Hiring Manager’s Name],

I am writing to apply for the Sales Manager position at [Company], as advertised on your company’s careers page. With a proven track record in driving sales growth and a deep understanding of the tech market at [Previous Company], I am excited about the opportunity to bring my expertise in strategic planning and customer relationship management to your organization.

#4. Skills, Qualifications, & Experiences

This middle section of the cover letter serves as the core of your application. Here, you have the chance to offer substantive proof of your suitability for the job. That said, when writing this part, you have to go into detail about your skills.

For instance, if you’re applying for a sales position that requires certain software skills and proficiency in specific platforms or social media, such as a sales manager, be sure to talk about your experience and proficiency levels through examples.

If you are familiar with CRM software like Salesforce, you could discuss how you used it to manage and analyze customer interactions and data, thereby streamlining the sales process and boosting customer retention rates.

Here is an example of what this section should look like:

Good Example

In my previous role as a Sales Associate at [Previous Company], I spearheaded a multi-platform social media strategy that involved targeted Facebook ads and LinkedIn outreach. This resulted in a 25% increase in revenue during the first quarter of 2023, outperforming our initial projections. Additionally, I am well-versed in using Salesforce CRM for managing and analyzing customer interactions and data to streamline processes.

#5. Reasons for Applying

You should dedicate a brief section to articulating your reasons for applying to the specific role and company. While this part doesn't have to be lengthy, it has to be compelling and show genuine interest.

This will help you stand out as a candidate who is not only qualified but also passionate about the opportunity.

Here is an example of what this section should look like:

Good Example

I am drawn to the position of Sales Manager at [Company] because of your company’s commitment to innovation and customer satisfaction, values that I share and have demonstrated throughout my career.

#6. Call to Action

The end of your cover letter should include a clear call to action. It should serve as the final nudge that encourages the employer to get in touch with you.

After expressing gratitude for the hiring manager’s time and consideration, make it easy for them to take the next step. Here’s how:

Good Example

I am enthusiastic about the prospect of contributing my unique blend of skills and experience to your company. Thank you for considering my application. I am very interested in further discussing this exciting opportunity with you.

#7. Conclusion & Sign Off

Just as the greeting sets the tone for your sales cover letter, a formal conclusion wraps it up neatly, leaving a professional impression. A conclusion can be as simple as:

Good Example

Best regards, [Name]

To wrap it all up, here's one of the best sales cover letter examples so you can easily create one for yourself. Take a look.

5 Expert Tips for Writing a Perfect Sales Cover Letter

To optimize your sales cover letter for maximum impact, consider the following tips:

Tips to Write a Sales Cover Letter

  • Tailor your letter: Personalization is key in sales, and the same applies to your cover letter. Generic cover letters are easy to spot and dismiss. Use the company’s name and, if possible, the hiring manager’s name as well. Show that you understand their products, market, and challenges.

  • Quantify achievements: Numbers speak louder than words, especially in sales. Therefore, when discussing your past successes, be as specific as possible. Instead of writing “increased sales,” mention that you “increased sales by 30% in the first quarter of 2023”.

  • Highlight soft skills: Sales roles demand more than just technical know-how. They require excellent interpersonal skills. For this reason, make sure to showcase soft skills like communication, empathy, and problem-solving skills in your cover letter.

  • Be concise: Salespeople are skilled in delivering powerful messages in a short time. Your cover letter should reflect this ability. Stick to one page and get straight to the point. Each sentence should add value to your application.

  • Proofread the cover letter: In order to make sure that it’s perfect, you have to edit and proofread your cover letter. This includes checking for errors in grammar, spelling, or even formatting issues, all of which can leave a poor first impression.

Final Thoughts

In conclusion, a compelling sales cover letter is akin to a persuasive sales pitch. You need to tailor it with extreme precision if you want it to serve as a reliable predictor of your future success in the role.

Don’t look at a sales cover letter as just another job application task. See it as an opportunity to strategically match your skills and experiences with the needs of your potential employer.

That said, with the help of this guide, crafting an effective sales cover letter should no longer be a challenge. Use these tips to create a letter that is not just going to meet but exceed the expectations of any hiring manager.

Isabelle Dupont
Isabelle Dupont
Content Writer & Editor
Isabelle Dupont is from Portland, but she now lives and works in sunny San Diego. She is a content writer and editor for She loves casual Fridays and carefree days spent on the beach and has been writing for several years now. Whether it’s creating content or fixing it up, she’s always on point and makes sure no stone is left unturned. In her free time, Isa loves to immerse herself in fantasy novels, go on long hikes, and spend time with her friends and family.

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