Sales are the lifeblood of a business. Whether selling products or services, your role means taking care of customers as they invest in your company.
While some say anybody can sell, sales roles involve selling well, and that makes all the difference in keeping clients happy and hungry for what you’ve got. Every business needs someone with sales skills—it’s just a matter of what you’re selling and to whom, which makes sales a versatile option for those looking to broaden their horizons.
Whether you’re just joining sales or a seasoned veteran advancing, you may have to submit a cover letter with your sales resume when applying to jobs. You’re probably already busy marketing yourself with little time to spare, so let’s be honest: when there are more important things to do, nobody’s got time to spend hashing out the nitty-gritty of writing a cover letter.
That’s why we have three sales cover letter examples plus tips you can use to sell your cover letter. We’ve done the heavy lifting to help you present your top job skills at every sales interview.
Why this cover letter works
Why this cover letter works
Why this cover letter works
Sell the whole package by including a sales resume like one of these editable resume examples we've got here.
As a salesperson, there are a few things you must do to raise the odds of closing the deal: do your research, show proof of value, and bundle it all up into an appealing package.
Your cover letter is the same—demonstrating that you’re a candidate familiar with the company and its requirements is one thing, but if you can back that up with good examples of past results in a neatly presented document, that’s even better. All of that makes you downright irresistible as a prospective hire.
Before you apply for a job, consider how you’ll stand out from the many applicants crossing the recruiter’s desk. Between your sales resume and cover letter, the latter is your best bet at making a unique first impression.
To hunt down a sales role, use the information in the job description and the organization’s website to set the perfect bait (we mean your cover letter). Different companies have different values, and tailoring your sales cover letter to address each company’s needs will help convince them you’re the right person for the role.
The format of your resume works like a product pamphlet or brochure; it contains all the specifications you have that will meet the job description’s requirements. Your cover letter, on the other hand, functions like a sales pitch that helps convince employers you’re the best fit for the job.
For example, if you acquired an industry-specific certification like the CFA charter to boost your credibility as a salesperson, tell the hiring manager how you did it and how it affected your sales performance. If your sales team implemented a different approach to the sales process that positively impacted your win rate, elaborate on how the change helped you and what you learned.
Going beyond resume bullet points helps employers paint a complete picture of your person, so don’t skimp on the details.
Like selling products and services, your cover letter will draw more attention if presented in a neat, appealing package. While writing your sales cover letter, remember that hiring decision-makers often process hundreds of job candidates. Your document should end within one page, so reading it doesn’t feel like drudgery instead of an application.
On that note, keep your writing simple, professional, and sincere. You’re applying for a job, not waxing poetic nor jamming industry knowledge down readers’ throats. The language you use in your cover letter should be accessible and easy to read so recruiters can grasp the material. Recruiters will pay attention to how you present yourself in your cover letter because how you sell yourself will often indicate how well you can sell on behalf of the company.
Once you’re done writing your sales cover letter, give it time to breathe before editing, so you can come back to it with a fresh perspective. If you have trusted people who can look over your document, even better-–revise your cover letter using their feedback, and catch any errors or typos before sending your application, resume, and cover letter to the company.
Now that you’re ready to craft your sales cover letter, we’re here to help. Let’s strategically go about this, much like any sales process you might already be familiar with from previous sales engagements.
Your contact info: If you’re using a template, fill in the letterhead with your name, email, and phone number. Any filler text in the template should be replaced with the relevant details or omitted if they’re not required.
Formatting: If you’re using a block format instead of a template, include your address. While a template has your name on the letterhead, your name will be omitted from your address in a block format as it’s already present in your signature line.
Date: Sales processes sometimes take a while, and job applications are no different. The date written on your career documents should be the day your entire application is submitted.
Formatting: Write the date entirely, e.g., July 25, 2022. This format keeps the month and date clear and straightforward compared to the DD/MM/YYYY and MM/DD/YYYY difference in regional date formats.
Inside address: In short, the inside address is how you’ll contact the hiring decision-maker at your organization of choice. Start by naming the specific person in charge, then list their position, the company's name, and finally the company’s address.
David Durfey, Director of Human Resources
801 West Madison Street
Waterloo, WI 53594
Formatting: Each part of the address should be on a new line, but you can list the hiring decision-maker’s position next to their name. Add a double space between your greeting and the inside address.
Greeting: First impressions count, and a good greeting or salutation can help your cover letter start with a bang. Try looking for the hiring decision-maker’s name on the organization’s website or social media, as that will add a personal touch to your writing. It also shows you’ve done your research to find out with whom you’ll be working.
Formatting: Commas after the greeting are great for companies with more casual work culture, such as tech startups. If you’re applying to a bank or somewhere with a more formal setting, use a colon after the greeting.
Dear Mr. Lloyd:
Body: Your sales cover letter should have a maximum of four paragraphs, where you state your interest, demonstrate your enthusiasm, and show your eagerness for further discussion. Here’s where we get to the meat of the matter:
Opening paragraph: Like your greeting, your opening paragraph is where the recruiter will glean their first impression of you. To begin, state your interest in the job and mention one or two relevant credentials. Don’t be bland or generic here, like:
I am interested in the sales consultant role at your company. I have three years of relevant sales experience in an adjacent field.
This doesn’t tell the recruiter anything they don’t already know, and if you’re trying to get a sale on the street with this introduction, they’ll walk past you without a second glance. Instead, try:
ProSites’ focus on innovation and growth in the medical and dental web marketing sphere speaks to me as a digital marketer and salesperson. While some treat sales as just another job to put food on the table, I believe my calling lies in empowering clients with practical tools to bring their business to the next level, and that shows in how I build relationships with each customer I serve.
This opening catches the reader’s attention by first addressing the organization’s values, then showing how the candidate’s approach to work aligns with those values.
Paragraphs 2-3: The next couple of paragraphs are where you’ll elaborate on the credentials and qualifications introduced in your opening paragraph. For each paragraph, discuss one clear and relevant accomplishment relevant to the job description requirements. Be detailed and specific, and quantify your results whenever possible like this:
Having developed specific experience in both B2B and B2C sales during 3 years at Adobe, I know how vital it is to foster the business-to-client connection, especially in our current digital age. My understanding of B2C marketing gave me a unique perspective in empathizing with our clientele’s pain points to help me exceed target sales metrics by 6% each year. To do so, I habitually nurtured viable sales leads by following up on them at designated intervals and establishing a two-way street by not just listening to their problems but also resolving them whenever possible.
This paragraph tells the reader about specific, industry-relevant experience and links this experience with company values and metrics to further justify the candidate’s successful skill application.
Closing paragraph: You’ve done well introducing yourself and selling your capabilities as a competent candidate for the job; now, finish it with a sentence summarizing how your values and qualifications align with the company’s needs. Add a call to action at the end for some extra polish. This is bad:
I think I’ll do well in this sales consultant role. Thank you for your time and kind consideration.
It doesn’t exactly inspire confidence, and as a salesperson, one of the key personality traits is confidence, both in your product and in yourself. Instead, try something like:
Participating in and supporting client growth is an enriching experience that pushes me to excel in the context of my sales career. I look forward to joining Morgan Stanley, where I know we will achieve great things together. I hope to hear from you soon about how I can contribute as your next internal sales consultant. Thank you for your time.
Formatting: The body of your cover letter should be single-spaced, with double-spacing between paragraphs for easy reading.
Signature: This is the time to say “thank you” if you didn’t do so in the closing paragraph. Use a professional close like “sincerely,” or “best regards,” along with your real name.
Formatting: If you’re sending any hard copies of your cover letter by mail or in person, make sure to quadruple-space, so you have room to sign your name in blue or black ink.
Enclosure(s): The sale isn’t final until all documents are complete. State “Enclosure(s)” at the end of your cover letter to let the reader know there’s more to come. Here, you’ll list in order of appearance your job application, resume, and other supporting documents required or relevant to the job description.
Chartered Financial Analyst (CFA) Certification
FINRA Series 7 Certification
Formatting: If you’re listing more than one document, use “Enclosures” instead of “Enclosure,” so the reader knows what to expect.
So, you’ve figured out how to sell yourself best regarding your cover letter, and you’re sure you’ve cracked the code to get the sale in the bag. But what about your sales resume?
If your resume is as ready to go as you are, that’s great! However, if you need to check your resume or use a free resume template, that’s why we’re here. Pressed for time? Try plugging your details into this one right now.
You’re a heckuva sales pro, and you deserve a dazzling sales strategy to match—our cover letter and resume tips will get you on your way to becoming a sales superstar. With our tools keeping you polished and fresh, you’re sure to shine at your next interview.