Sales Cover Letter Examples, Templates and Writing Tips

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:

• Two sample customer service cover letters: for experienced and entry-level sales representatives.
• Step by step tips on how to write a sales cover letter sure to get you job interviews.
• A sales cover letter template for you to copy, adjust to your specifications, and have ready in under 15 minutes.

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Not what you're looking for? See all cover letter examples. 

Let’s check out two salesperson cover letter examples to start things off:

1. Sales Cover Letter Examples

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:

Example #1: Mid-Level Sales Candidate 

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:

Example #2: Entry-Level Candidate (No Experience)

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.

2. How to Write a Cover Letter for Sales Jobs Step by Step (Template)

Here’s how to write a cover letter for sales positions:

1. Follow Formal Formatting Rules on a Sales Cover Letter

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:

• Left-align all the parts of a cover letter, from info at the top to your complimentary close.
• Use single line spacing in your body text, and leave a 1-inch border around all the edges of your food or pharma sales cover letter.
• Select the best font for a cover letter, ideally one that matches your sales associate resume and is easy to read.
• Keep your sales rep cover letter down to a single page; any more should be trimmed down.

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.

2. Create a Professional Cover Letter Header with Contact Information

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:

Saleswoman / Salesman Cover Letter Example Template

To provide the employer with the most effective job application, make your cover letter header match the header on your sales representative resume.

3. Introduce Yourself and Describe the Sales Job to Which You’re Applying

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:

Sales Cover Letter Sample: Intro Statement

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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4. Talk Up Relevant Sales Skills & Marketing Abilities

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:

Example Cover Letter for Sales Associate: Middle Paragraph

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.

5. Explain Why You’d Like to Sell on Their Behalf

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:

Sample Cover Letter Sales Jobs Motivation Statement

6. Finish Using a Powerful CTA as a Value Proposition

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:

Sample Cover Letter for Sales Jobs: Call to Action & Formal Closing

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Haven't written your resume yet? See:

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Key Points

Here’s what to remember when writing a cover letter for sales jobs:

• Format sales rep cover letters before you start the writing process.
• Address sales associate or sales manager cover letters directly to the employer.
• Introduce yourself, identify the sales position you’re applying for, and give a brief summary of your sales background, experience, and skills.
• Consult the sales job description and use the middle paragraph to focus on how you are the best sales candidate to help this company meet upcoming challenges.
• Give a statement about what impresses you and attracts you to this particular company.
• Close the deal with a call to action and a formal sign-off.

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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