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

27 December 2023
7 min read
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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

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, is a no-no, but 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:

Example Addressing Hiring Manager:
  • 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:

Examples Addressing 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:

Signing Your Cover Letter:

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,

Jane Smith

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

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

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

sales cover letter structure

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!

sales cover letter examples

#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.

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.