A cover letter (covering letter) is a document attached to your job application that introduces you in a more personal way and compliments the info on your resume or CV, expanding on the skills and achievements, and highlighting a selection of your greatest career successes.
As seen in:
You're about to make a great sales cover letter. But first, think about this:
You could sell a PC to Tim Cook.
You could sell sand to a camel.
You could sell an iPhone to a Luddite.
You’re a salesperson, and you’re good at it.
Now, the only thing left to sell is your cover letter to the hiring manager.
We’ll show you how to write a cover letter sales managers will love so you get a chance to wow them at the sales interview for WHSmiths jobs, H&M vacancies, or anything else!
This sales and marketing cover letter guide will show you:
- Sales representative cover letter examples better than 9 out of 10 other cover letters.
- How to write a salesperson cover letter that will land you more interviews.
- Tips and examples of how to grab the recruiter’s attention on a sales associate cover letter.
- How to sell your candidacy on a cover letter for sales positions to get any job you want.
Want to write your cover letter fast? Use our cover letter builder. Choose from 20+ professional cover letter templates that match your resume. See actionable examples and get expert tips along the way.
Sample sales cover letter made with our builder —See more cover letter templates and create your cover letter here.
Need to get more specific? Check out these cover letter examples:
- Marketing Cover Letter
- Public Relations Cover Letter
- Product Manager Cover Letter
- Store Manager Cover Letter
- Sales Associate Cover Letter
- Customer Success Manager Cover Letter
- Retail Management Cover Letter
- Real Estate Cover Letter
- Sales Representative Cover Letter
- Marketing Coordinator Cover Letter
- Social Media Manager Cover Letter
Want to explore your options further? See our full selection of cover letter examples for every career: Best Cover Letter Examples for All Professions.
What’s the Best Structure for Sales Cover Letters?
Above, you just witnessed our take on a sales cover letter that sells.
But what was so great about it?
Was it the intro? The template? Maybe the closing?
The answer is yes—it's all of these things. A great cover letter for sales jobs is one that is structured just right and which is pitch perfect.
Here’s what you should include on a cover letter in sales:
- your contact information,
- the company’s details,
- an opening greeting or salutation,
- an introductory paragraph,
- examples of the value you'd bring to the sales team,
- reasons why this sales job is ideal for you,
- a closing paragraph,
- sign-off statement and your name,
- a postscript (P.S.).
That’s our recommendation on what to put in the perfect inside sales or outside sales cover letter. It’s kind of like the BANT framework, but to get the sales job.
Make sure the related resume for sales positions is in tip-top shape, as well:
How to Address Your Sales Cover Letter
To start a cover letter for sales jobs, first create a header section with the contact details of you and the recipient.
Your Personal Details
At the very top of your sales cover letter, aligned to the left, is where you'll add your contact deets. Include your name, email address, and phone number, and a LinkedIn profile URL.
Optionally, you could choose to add your mailing address, job title, or branding statement.
Make sure it matches your sales resume to offer the sales manager a unified package.
Pro Tip: Don’t add the remainder of your social links, profile URLs, and portfolio information with your contact details as you did on your salesperson resume, unless the account executive cover letter template you choose includes an area for them.
The Date of Writing
A formal letter, such as a cover letter, requires a date:
September 1, 2019
Whether you’re a director of sales or a store assistant, the date of writing is important on any formal letter (and a sales associate cover letter is a formal document).
Next, add the addressee, which, in your case, is the hiring manager, sales executive, or HR director. Follow that up by inserting the company address just beneath.
Here’s what the finished sales associate cover letter address area might look like:
Addressing your cover sheet for resumes the wrong way is just like not including one at all, so make sure you get it right: How to Address a Cover Letter: Sample & Guide [20+ Examples]
Starting Off on the Right Foot
The opening area, whether its a business development rep cover letter or a sales development rep cover letter, is super important to get right.
Its prominent location ensures that it gets the most eye time, and if you’ve got to hook them here if you want a shot at them reading the rest of it.
Greeting / Salutation
Say you’re cold calling. After it rings on their end and they pick up, you just launch into your spiel: Hello, so would you like to buy our cutting-edge...
You can see why that wouldn’t work, right?
You’re looking for conversion, not churn, and on your sales rep or sales manager cover letter, the same rule applies.
Finding the name of the dear hiring manager makes the difference between it feeling personalized and it seeming like it was mass-delivered to the entire sales district.
First names work miracles, as they immediately grab the attention of the Head of Sales or HR manager. But, you can be more formal and use their last name, if need be.
If you're unable to locate their name, don't stress. We've got some other ideas: Cover Letter Introductions [20+ Examples]
The opening statement on a sales associate cover letter should be like the irresistible first line in any great sales proposal.
There are plenty of ways to go about this, but as long as they grab the hiring manager’s attention and makes them want to read further, you can’t go wrong.
Here's a great sales account manager cover letter example opening:
As a longtime user and fan of Lansing’s peerless software offerings, I was thrilled to see the opening for an SaaS sales account manager. With my experience as an award-winning salesperson at AWS, I know I can use my skill set and product knowledge to become a valuable member of the Lansing sales team.
This sales resume cover letter sample is written about the company specifically. It gives a seductive taste of why you’d be perfect for their sales team.
It’s not only a great opening paragraph, but it’ll make them want to read more!
For other intriguing ideas, see: How to Write a Cover Letter: Sample & Guide [20+ Examples]
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When you’re done, Zety’s resume builder will score your resume and tell you exactly how to make it better.
You + Company = Perfect Sales Partnership
It’s a hirer’s market.
The odds don’t seem to be in your favor, but don’t stress.
You’ll be one of the few who wrote a cover letter, and the only one who did it so masterfully.
These next two areas (a paragraph for each is suggested) give you plenty of room to motivate them to hire you; after all, a cover letter is also known as a motivation letter or letter of motivation.
Why You’re Perfect for Them
You’ve stunned them with that seductively sick sales start.
Now, time to quickly and expertly reel them in by showing how you’re the perfect fit for their sales team.
Here’s what a job applicant might say on a sample sales account manager cover letter:
At my current role with AWS, I have many responsibilities and achievements that would translate well into a role with Lansing. AWS has numerous software and cloud services, many which have counterparts at Lansing, such as their virtual machines and the machine learning catalog. On top of that, my accounts there have often all been lucrative clients for the company, and I’m sure that I could achieve similar results at Lansing, such as:
- Reduced Customer Acquisition Cost (CAC) of main accounts by over 18%
- Implemented new measures that increased lead generation by more than 37%
See that cover letter sample for job applications in sales? With this compelling paragraph, they see that your acquired sales associate skills and sales experience makes you the ideal new hire for the sales job. Also, you prove it with quantifiable numbers.
Why They’re Perfect for You
You gave a powerful spiel just now. Good job! But now they look at you, the salesman or saleswoman, and get a bit guarded, like I wonder what’s in it for them?
It’s the same when applying to sales positions.
They already know money is a key part of why you’re selling them, but if that’s all there is for you, they’ll choose someone else. They don’t want to feel that you’re only in it for the money. You told them why you’re the best possible future salesperson, so now explain why this sales job is perfect for you:
Obtaining the SaaS sales account manager position at Lansing would be a dream turned reality. I’ve been a years-long fan and user of several of your consumer offerings, and there is no other sales team that would make me as excited to work for. Should I be honored with being chosen for the sales position, I’d certainly be the envy of my friends!
How about that cover letter example for job applications in sales?
You’ve praised the company and explained why their sales team is the only one for you—the VP of sales or the hiring sales manager will feel like they just earned one hell of a commission after finding your cover letter!
Here’s a kicker for you. We’ve got a wealth of tips on these two central resume cover sheet paragraphs and on writing a senior or junior sales cover letter that will let you stand out: 35+ Successful Cover Letter Tips, Advice & Guidelines
A Compelling & Strong Finish
You’ve come so far, but don’t blow it yet by losing that momentum before you cross the finish line.
Summon that second wind so you can end it with a powerful closing statement.
Use a potent closing sentence or paragraph to quickly tie it all together:
I would welcome the chance to discuss your current software sales objectives and show you how my successes at AWS can translate into growth and increased customer retention for Lansing.
This sales cover letter sample was easy-breezy, right? You wrapped it up with a bow by summarizing your cover letter in sales and then leaving the decision in their hands. For them, all they see is up and to the right!
A closing sentiment followed by your name seals the deal.
Here’s how complicated that is:
Not complicated at all, right? That closing sentiment (“Sincerely” here) is known as a complimentary close or complimentary closing, and that is then followed by your John Hancock to end the cover letter.
Ending strongly on a cover letter for retail sales positions or commercial is just as critical as an attention-grabbing start, like the perfect value proposition. Read this for more tips and examples: How to End a Cover Letter: Sample & Complete Guide [+20 Examples]
A Postscript to Seal the Deal
Wait, you said we were done!
I know, but just hear me out for one more moment, if you will.
Adding a P.S., though not necessary, is a great writing hack when preparing a sales cover letter. Every great cover letter for salespeople contains a postscript.
Here’s what I mean:
P.S. I’d love the chance to sit down with you over a coffee and go over how I can bring similar results (12% increase in retention) to your company, as well.
A postscript near the end of a salesperson cover letter is a great way to seal the deal so you can get paid for sealing deals!
Writing a job converting sales cover letter wasn’t as complicated as you thought, now, was it?
Just remember to keep these points in mind for a successful cover letter for sales jobs:
Start with a bang—Your opening statement on your selling cover letter is important because it’ll determine if the VP of Sales or Director of Sales reads any further or slams the door in your face.
Show you belong together—This is your sales pitch, your spiel. Use the body area to show (and prove!) that you’re a perfect fit for the company and they’re the ideal sales team for you.
Finish strong—You held their attention to the end, but use a strong ending so they’ll be sure to move on to your resume and a lucrative sales interview.
Now you have a cover letter that’ll surely take you from Closed-Lost to Closed-Won in the company’s hiring funnel.
Have any questions on how to write a sales cover letter? Not sure how to address a cover letter for sales assistants, start your body paragraphs, or end your cover letter in a strong way? Get at us in the comments below, and we’ll answer your question. Thanks for reading!