Ready to open new doors and close impressive deals at that sales job? We’ll teach you how to write the best cover letter for sales associates, representatives, or managers.
Old school salespeople know “ABC” as “Always Be Closing.” For newer sales managers and sales associates, relationships matter more, so “ABC” stands for “Always Be Connecting.”
But to land a job, your sales cover letter has got to do both: connecting with them on a personal level and then closing the deal that earns you an interview.
In this article, you’ll get:
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We extracted data from over 500,000 documents created in our product and discovered that*:
- Sales associates report having an average of 3.48 years of work experience, while sales managers have an average of 11.14 years of combined job experience.
- Candidates in sales most often pick Cascade, Primo, and Diamond for their cover letter templates.
- Some of the most common skills highlighted by sales workers are Stocking, Cash Handling, Problem-Solving, and Excellent People Skills.
* The data comes from the last 12 months (August 2023-August 2024)
Let’s check out two salesperson cover letter examples to start things off:
Let’s have a look at Melvin. Melvin’s the oldest of the Rios siblings, 5-foot-9, and an expectant father.
But—the lead-in to capture the director of sales’ attention needs more. Melvin should highlight his sales certification, sales skills, and a wealth of sales experience. This is all perfect, because Melvin is moving up the ladder, applying for the open position of sales management trainee.
Take a look at how he markets himself in this sales manager cover letter sample:
Melvin Rios
Certified Professional Sales Person (CPSP)
443-578-7464
melvin.rios@gmail.com
linkedin.com/in/melvinrios
September 25, 2019
Cynthia Kirkland
Head of Sales
Furious Flavors Drink Company
469 Hewes Avenue
Baltimore, MD 21201
Dear Cynthia:
Currently, I am an inside sales representative of food products seeking a managerial role, so I was quite happy to see your opening for a sales manager trainee at Furious Flavors Drink Company. With my Bachelor of Science in Marketing, more than 3 years of experience as a sales rep, and competence in high-volume purchasing, I am confident that I make a strong sales management candidate.
In the job listing, it mentions you’re looking for experienced sales representatives with strong communication and leadership skills who are ready to train for a position in sales management. As a 3-year “veteran” of Florida Food Services, I was one of the more senior sales representatives on staff, having come on board at the very beginning of the company’s existence. Although I didn’t hold the title, I had my sales management duties and responsibilities in my last year there, such as interviewing new candidates, training and onboarding, and approving large invoices. During my employment at FFS, I had over $1.5 million in sales, introduced 27 new business clients, and helped to train 30+ new sales reps. I’m sure I could bring these same high standards to work at Furious Flavors Drink Company.
Aside from the fact that I believe I’d make a great sales manager, I also simply and genuinely love your brand. Ever since I learned about Furious Flavors, I’ve been a huge fan, from the products you put out to how healthy they are to consume. I would be honored to be a part of your sales team, and I’d be honestly proud to promote the Furious Flavors brand.
Could we schedule a phone call or in-person chat so I could discuss for you how I can help bring the same sales figures over to Furious Flavors?
Sincerely:
Melvin Rios
443-578-7464
melvin.rios@gmail.com
Not bad, right? But, what if you’re writing a sales associate cover letter with no experience? It’s just as easy.
Meet Melissa, Melvin’s little sister. Being a few years younger than Melvin, Melissa has just now finished college. She’s looking to get her first adult job as a junior sales rep. Though she’s never worked in sales before, she uses her cover letter to show that she’s still a top contender.
Here’s her sample sales representative cover letter:
Melissa Rios
443-578-7446
melissa.rios@gmail.com
linkedin.com/in/melissarios
September 25, 2019
Cynthia Kirkland
Sales Director
Furious Flavors Drink Company
469 Hewes Avenue
Baltimore, MD 21201
Dear Cynthia:
As a fresh college graduate with great communication skills, excellent time management, and unwavering resilience, I am ecstatic to apply for the junior sales representative position at Furious Flavors. Combining those skills with my penchant for healthy competition and friendly rivalry, I believe I have what it takes to be a great choice for the role.
According to the job description, you’re searching for applicants who’ll be able to clearly communicate, generate lucrative sales leads, and nurture ongoing business relationships. As a college student majoring in business management, my studies focused on business and client relationships, leadership, and marketing methods. Also, during my studies, I was employed as a barista for a non-chain cafe, and I was instrumental in creating much of their sales campaigns (e.g., specials) and marketing promotions on social media. I know that I would bring this same drive and determination to work as a junior sales associate at Furious Flavors.
It would be wonderful if you granted me the time to discuss your upcoming sales campaigns, obstacles, and objectives so I could show you how I may help with them in the upcoming quarter.
Sincerely,
Melissa Rios
443-578-7446
melissa.rios@gmail.com
You’ve just seen two salesperson cover letter samples sure to seal the deal. Now let’s fix yours up.
We’re about to teach you how to write your cover letter, and we’ll give you easy, fill-in-the-blanks examples to use for yourself.
Also, what about your sales resumes? You can’t sell yourself compellingly without a great resume for sales jobs. Have a look at this guide and example: Sales Associate Resume Sample (Examples & 25+ Writing Tips)
Haven't found what you're looking for? Check all our cover letter examples.
Here’s how to write a cover letter for sales positions:
There’s a high churn rate when it comes to sales directors and HR staff taking in cover letters—dozens come in each day, but they’ll only hold on to a select few for an interview. How can your sales position cover letter beat out the others?
To make sure yours doesn’t get dismissed at the very start, format your cover letter effectively.
Here’s how to format a sales cover letter template:
Expert Hint: One study from the Journal of Business & Industrial Marketing documented a strong correlation between presentation skills and sales performance. Your sales cover letter is a presentation in itself, so if you do it right, you’ll show you’re a solid contender for the position.
A cover letter is like a sales funnel, where an interview is the “action” at the narrow, bottom end. And, like the sales funnel, you’ve got to start at the top.
Here, that’s your sales cover letter header. It’s quite easy. Since it’s a formal letter, the best sales cover letter will be formatted like a business document. Put your details on top, the date of writing next, followed by the recipient’s name, title, and company details.
Here’s a simple template to follow:
[Your Name]
[Your Professional Title] (Optional)
[Your Phone Number]
[Email Address]
[LinkedIn Profile]
[Long Date]
[Sales Manager’s Full Name]
[Sales Manager’s Professional Title]
[Company Name]
[Company Street Address]
[City, State, Zip Code]
To provide the employer with the most effective job application, make your cover letter header match the header on your sales representative resume.
Cold calling is tough, and it’s one of the most dreaded duties of any inside sales position. However—
Where in cold calling you can create and nurture a working relationship over time, a cover letter intro has to intrigue the employer enough to read further. You want them to check out your resume and call you in for an interview.
So, to be effective, start by using the HR manager’s name. You can locate their name on the company’s website, LinkedIn, or by calling up the receptionist.
Next, use the first paragraph of your sales introduction letter to introduce yourself and identify the specific sales position you’re aiming for. Go on to describe your sales skills, marketing experience, and professional background.
Here’s an example:
Dear [Sales Manager’s Name]:
I was elated when I stumbled upon the opening for a [Specific Sales Job Position] position at [Company Name]. Having [###] years of sales experience and a strong background in [Sales Skills, e.g., Lead Qualification, Prospecting, Relationship Building, Customer Needs Analysis, etc.], I know that I would make a top candidate for your sales and marketing efforts.
Expert Hint: Don’t be afraid to move away from formality on a sales cover letter. A study by the Journal of Organizational Behavior found that displays of creativity helped to enhance sales effectiveness, meaning being creative here may show employers you’ll be a kick-ass hire.
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If you’ve handled sales in the past, you know the value of a powerful positioning statement to address the client’s needs, concerns, and pain points.
Use this second paragraph the same way. First, go to the sales job description and find the requirements section. Use those to determine the company’s pain points. Then, describe how your skills and experience make you the best candidate capable to drive them into future success.
If it’s not an open position but a company that you’re interested in, reference specific information about the company or the market that would affect that company – for example, ‘With your recent acquisition of (blank)...’ or ‘I saw that your competitor (blank) recently launched a next generation product...’
Tom McGee VP & GM of Sales & Marketing, Lucas Group
Here's how:
In the job advertisement I found on [Job Board or Website], you mentioned that you are searching for a [Sales Job Position] having experience in [List a Particular Job Requirement or Two]. In my current job at [Name of Company],I was instrumental in [List Specific Duties and Responsibilities, Using Numbers to Quantify Whenever Possible]. I am confident that the knowledge and experience I’ve gained will be able to translate into similar results at [Company Name].
Talk up your conversion rate metrics, net promoter scores (NPS), closed-won to closed-lost ratio, and lifetime value of the clients you managed. The more specific you are, the easier it is for the sales manager or hiring manager to see you in the role.
Include specific numbers whenever possible to illustrate what you've accomplished. This include sales numbers, people you've trained, customers you speak with on a daily basis. This will give the hiring manager concrete details on your experience.
Amy NguyenBusiness Communications Lecturer at California State University, Los Angeles
Expert Hint: Moving up from a sales associate to a sales manager may be harder than a simple promotion. A study by the American Psychological Association found that employers value a whole different set of skills. If you're aiming to reach the next rung of the ladder, don't list exactly the same skills and abilities on a sales supervisor resume as you would on one for sales reps.
Whether you’re writing a cover letter for retail sales or medical sales cover letter, now it’s time to shower them with praise. In the third paragraph, explain why you’re particularly interested in this company, rather than just a sales job anywhere.
Of course, they want to know about your sales representative skills and experience. But—they also want to make sure you’re the right fit for their sales team and company (e.g., company culture).
Here’s what I mean by that:
I have admired [Company Name] very much, due to the fact that [Something That Impresses You, e.g., Contributions, Company Values, Products or Services, etc.]. These values easily reflect my own personal beliefs and alignment. I would be very honored to be chosen to work at [Company Name].
You’re now at the bottom of the cover letter sales funnel. One more thing to tweak before you send it off—Ending the cover letter.
Here, ask for a meeting or a call. Emphasize your value proposal.
Here’s a sample sales cover letter closing for reference:
Could I book some time with you for a brief call or meeting to chat about how I may be able to help [Company Name] achieve its upcoming sales goals, targets, and objectives?
Sincerely,
[Digital Version of Signature]
[Full Name]
[Phone Number]
[Email Address]
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Here’s what to remember when writing a cover letter for sales jobs:
Got any questions on pharmaceutical sales cover letters or cover letters for inside or outside sales? Need further sales cover letter samples? Let’s chat here in the comment section, and thanks for reading!
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Career expert who has been sharing his expert knowledge since 2017. His advice will guide you smoothly through all recruitment processes: from job hunting to getting a promotion. Christian offers comprehensive advice on career development and each step of the job search, from start to finish and beyond. His guides cover looking for new jobs, sending application documents such as resumes and cover letters, acing interview questions, and settling into the new position. Since 2017, he has written over 200 in-depth, meticulously-researched career advice articles in collaboration with the most renowned career experts in the world. Hundreds of thousands of readers visit Christian’s articles each month.
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