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Sales Cover Letter: Example & Tips for Sales Positions

Create your cover letter now

Our customers have been hired by:

You've got sales skills that could convince a fish it needs a bicycle. But convincing a hiring manager that they need specifically YOU in their team is a different story.

Let's craft a sales cover letter that showcases your talents like a blockbuster product launch, making hiring managers eager to buy into your career potential. Take a sip of coffee, and let’s get to business.

This sales cover letter guide will show you:

  • Sales cover letter example better than 9 out of 10 other cover letters.
  • How to write a sales cover letter that will land you more interviews.
  • Detailed instructions on highlighting your sales skills in a cover letter for sales jobs.
  • How to sell your candidacy on a sales position cover letter 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.

Create your cover letter now

Sample cover letter for a resume—See more cover letter samples and create your cover letter here.

Need to get more specific? Check out these cover letter examples:

Want to explore your options further? See our full selection of cover letter examples for every career: Best Cover Letter Examples for All Professions.

Sales Cover Letter Example

William Wiley

Sales Professional

4437 Water Street

San Francisco, CA 94108


Detroit, 6/15/2022

Ronald Vogel

Sales Director


2296 Woodbridge Lane

Detroit, MI 48201

Dear Mr. Vogel, 

As a highly motivated and results-driven sales professional, my skills and experience make me an ideal candidate for the sales position at Brixor.

During my time at Enigma, I was responsible for developing new business opportunities and managing key accounts. One accomplishment that I am particularly proud of is successfully closing a deal with a major retail chain resulting in an 8% increase in revenue for my team. Without understanding customer needs and tailoring solutions to the client, that would not have happened.

What excites me about joining Brixor is the company's reputation for innovation and excellence in customer service. Seeing how the team uses cutting-edge technology to deliver personalized solutions that meet each client's unique needs is inspiring. I am confident that my experience in consultative selling and account management aligns well with the needs of Brixor's sales department. 

I look forward to discussing how I can contribute to Brixor’s lead generation and customer retention strategies during an interview or phone call.


William Wiley

This sample looks neat, right? Let's teach you how to write a sales cover letter like that. 


Use 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:

  • 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 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:


Address Your Cover Letter for Sales Positions Correctly

To start a cover letter for sales jobs, first create a header section with the contact details of you and the recipient. 

List Your Personal Details

At the very top of your sales position 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.

Add The Date of Writing

A formal letter, such as a cover letter for sales, 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).

Include Their Details

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 job cover letter address area might look like:

address area on a cover letter

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]


Start Off on the Right Foot

The opening area, whether its a entry-level cover letter for sales or a senior sales position 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.

Start with a Greeting or 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 position 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]

Craft a Strong Introduction Paragraph

The opening statement on a sales 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 cover letter example opening:

Cover Letter Example for Sales Jobs: Opening Paragraph

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 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]

Creating a resume with our builder is incredibly simple. Choose a resume template and follow our step-by-step guidance to have a professional resume ready in minutes.

When you’re done, our easy resume builder will score your resume and our resume checker will tell you exactly how to make it better.


Show Your Worth in the Middle Paragraphs

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 sales 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

Explain 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 cover letter:

Sales Cover Letter Example: Middle Part

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 middle part of a cover letter for 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.

Pro Tip: Remember using keywords on your resume? It’s one of the most important ways to make sure it’s tailored. Add them on your inbound or outbound sales cover letter, as well.

Say 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:

Sales Cover Letter Example: Middle Part

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 sales job cover letter?

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


Create a Compelling Finish for Your Sales Cover Letter

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:

Sales Cover Letter Example: Final Paragraph

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!

Use a Complimentary Close

A closing sentiment followed by your name seals the deal.

Here’s how complicated that is:


Zosia Marigold

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 sales positions 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]


Add 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:

Cover Letter for Sales: Example of a P.S.

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 sales cover letter is a great way to seal the deal so you can get paid for sealing deals!

Key Takeaway

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 sales 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 sales 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!

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Christian Eilers, CPRW
Christian is a career expert and Certified Professional Resume Writer. His guides cover every aspect of the career spectrum, from job hunting and acing interviews to settling in on the first days of a new career. With Christian's guidance, job seekers can navigate the job market with confidence and make the most of their career opportunities. Linkedin

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