Selling your skills in a sales cover letter is an art. In this hustle-bustle of the sales world, we've got handy tips, success-proven examples, and ready-to-use templates just for you. It's time to skillfully display your accomplishments, showcase your expertise, and strategically position your skills.

Outbound Sales Development Representative at ChowNow Cover Letter Sample

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Hired by: ChowNow

Sales Associate at LUSH Cover Letter Example

Hired by:

Hired by: Lush Handmade Cosmetics

Maersk Business Partner Cover Letter Example

Hired by:

Hired by: Maersk_lines

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In this comprehensive guide, we teach you everything you need to know about writing a great sales cover letter. Keep reading to learn about:

• Navigating real-world sales cover letter examples
• Formatting your sales cover letter the right way
• Creating your sales cover letter header and headline
• Including personalized information in your sales cover letter
• Writing a strong sales cover letter introduction to impress employers
• Showcasing your top skills and accomplishments as a sales professional
• Using powerful action words in your sales cover letter
• Encouraging employers to contact you in your cover letter conclusion
• Avoding common pitfalls in a sales cover letter
• Pairing your sales cover letter with a resume
• Understanding the average salary and job outlook for sales professionals
• Finding the best job search resources for sales professionals

Sales intern cover letter example

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Why does this intern cover letter sample work?

• Strong academic record: The candidate impressively highlights their strong academic record and active participation in extracurricular activities related to the field. This paints a picture of a dedicated, active learner.
• Detailed work experience: There's a well-detailed section on the candidate's previous sales internship experience, explained with activities and achievements that is relevant to the position they're applying for.

What could be done better in this cover letter example?

• Length and clarity: The cover letter's length is overwhelming and some sentences are over-complicated. Breaking down the long paragraphs into bite-size sections with clear, concise sentences would improve readability.
• Personalization: The opening addresses "Recruiters" and could seem impersonal. If possible, finding the name of the hiring manager or specific department to address would be more engaging.
• Active language: Although the applicant's achievements are impressive, they could be presented more energetically with active, compelling verbs. Rather than stating tasks completed during the internship, focusing on the impact of those tasks would be more powerful.

Sales coordinator cover letter example

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What are the strengths of this cover letter example?

• Relevant experience: The candidate effectively presents a strong background in Sales Coordination. Their reference to specific responsibilities paints a picture of a seasoned sales professional.
• Academics and language skills: Including academic qualifications and language proficiency is a plus point, it provides essential information about their ability to handle the demands of a sales role.

What aspects could we improve?

• Responsibilities over achievements: The candidate describes job responsibilities instead of highlighting achievements or contributions that affected the business positively. It would be better to use bullet points to spotlight impactful accomplishments, rather than responsibilities. 
• Lack of quantification: The candidate doesn't specify any numbers in terms of sales growth or the successful outcomes of their strategies. This missed opportunity leaves the employer guessing their actual impact.
• Active language: The cover letter could use more active language and power words to bring their sales initiatives to life. For instance, instead of 'prepared contracts', using 'spearheaded contract preparation' would sound more dynamic.

Sales lead cover letter example

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What makes this cover letter sample effective?

• Bulleted achievements: The applicant includes bullet points to detail their achievements rather than responsibilities. Highlighting achievements gives an empirical snapshot of their competence.
• Quantification of success: The applicant provides concrete numbers and figures about the results they've achieved, providing a tangible sense of their contribution and success.
• Awards and recognition: Mentions of awards and accolades, such as "Sales Lead of the Year," successfully showcase the candidate's recognized performance in previous roles.

Points to work on

• Generic salutation: The opening "Dear Hiring Manager" could be more personalized. Addressing a specific contact would create a warmer, more personal opening.
• Long paragraphs: Although the letter includes great examples and achievements, the long paragraphs make it slightly more difficult to read. Breaking these down further would improve readability.
• Specific skill application: While the letter mentions skills such as tenacity and negotiation, grounding these traits in specific examples within their sales experience could have made the assertions more compelling.

1. Properly format your sales cover letter

Formatting is for a cover letter what presentation is for a product — it sets the first impression and makes it shine amidst the competition. Below are some basic guidelines on how to make your sales cover letter smooth to read and easy to navigate:

• Choosing a professional font: Stick to traditional fonts like Times New Roman or Arial and aim for a standard font size between 10 to 12.
• Use of white space: Break down your cover letter into distinct sections with clear boundaries and use bullet points where necessary. It makes the letter easier on the eye.
• Alignment: Maintain left alignment throughout the document. It gives the letter a professional and streamlined look.
• Length: Aim for a one-page document. Your ability to convey important information concisely is a virtue in sales.
• Margins: Stick to a 1-inch margin on all sides. Nobody wants text cramped to the edges.
• File format: If emailing, save your cover letter as a PDF file to preserve the formatting across various devices.

Remember, a well-formatted cover letter isn't just about making it look nice — it's about making it easy for hiring managers to spot your key selling points.

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2. Create an effective sales cover letter header and headline

Writing a cover letter as a sales professional requires more than just eloquence — it also requires you to have a strong understanding of how to give a letter visual flow and appeal.

As a sales professional, you know that to win a sale, you must first hook the customer’s attention. The same goes for applying for a sales job. You must give your cover letter a strong structure, making it easy for employers to find the most important and relevant information that will convince them to hire you.

This task is achieved through the use of a cover letter header and cover letter headline.

Your header comes first, placed at the top of the document, and lists the following:

• Your name, along with your contact information including your email, phone number, location, and LinkedIn profile link
• The recipient's name and title, as well as the company name and the company's address. 

Why is it ineffective? This header falls short of professionalism through the use of a too-casual email address and missing key contact information such as phone number, LinkedIn profile, and physical address.

Why does this example work? It demonstrates a well-rounded header, providing a professional email address, phone number, address, LinkedIn profile, and clear recipient details. It offers multiple routes of contact and demonstrates attention to detail and personalization.

After you have completed your header, you will then write your cover letter headline.

A headline can serve many purposes, including:

• Hooking the reader’s attention
• Highlighting the most important points of the letter
• Creating separation between the header and main body text

Why is it weak? This headline is not awful, but it's generic, self-focused, and doesn’t provide any specific value the candidate brings to the company.

Why does it work? This headline catches attention by presenting a concrete achievement that indicates the candidate's capability and dedication. "120% Quarterly Target Achievement" quantifies their performance, making their success tangible and believable.

Selling starts right from the headline. So, ensure it reflects your ability to deliver results, leading the reader down a paper trail of your professional prowess.

3. Include personalized information in your sales cover letter

Think about the last time you received a letter. More than likely, the words contained in that letter were highly specific to your life and the relationship between you and the person who wrote it.

The same should go for your professional cover letters. Writing cover letters that are generic and non-specific won't impress employers enough to land you your ideal job. Instead, you should research the employer thoroughly to find exact details, such as company goals or values, that you can reference.

Moreover, you should always try to discover who at a company will read and review your cover letter. Once you have determined this, address your letter to this person directly in a personalized greeting.

Should your detective skills fall short and the hiring manager's name elude you on LinkedIn, the company website, or any other sources, fret not. You can resort to these general, yet professional, salutations:

And one more piece of advice: Although "To Whom It May Concern" may seem like a safe fallback, it's often perceived as outdated and impersonal. It can indicate that you didn't make the effort to find the hiring manager's name and makes your cover letter less targeted.

4. Write a strong sales cover letter introduction to impress employers

Just as the opening pitch in a sales meeting can make or break a deal, the introduction of your sales cover letter can decide your career future. The opening lines must pique interest, enticing the reader to venture further.

To make a cover letter introduction strong and compelling, it is essential to include:

• A concise summary of your professional history (always include specializations when possible!)
• A clear statement on why you are applying for this position
• A mutual acquaintance or reputable professional reference (mutual acquaintances make the best professional references, as the employer already knows and trusts them)

Why is this example weak? This opening lacks specificity, fails to provide any measured performance, and seems more self-focused. It also doesn't leverage any connections to the company, making it a forgettable introduction.

Why does this opening hit the mark? It delivers a concise yet detailed professional summary, mentions a specific reference, and specifies why the candidate is applying for the role. It's personal, tangible, and sets the stage for demonstrating the candidate's suitability for the role. It certainly is a compelling way to start a sales cover letter. 

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5. Showcase your top skills and accomplishments as a sales professional

Hooking the employer’s attention in your introduction is only the beginning. From here, you must write concise body paragraphs that delve into your top skills and accomplishments as a sales professional.

To keep your body paragraphs well-organized, make sure to use short sentences that are easily skimmable by the employer. Additionally, you can also organize some information with bullet points, such as a list of your most notable accomplishments in a sales role, to make it more readable and scannable.

As you describe your skills and accomplishments, make sure to include enough detail to make it clear why these specific qualifications are included.

For example, do not just say you have great customer service skills. Instead, explain what kind of communication style you possess and how it has benefited customers in your previous positions. Your goal is to show employers the value you can bring to their company.

Skillful highlighting of your sales accomplishments can make your cover letter a persuasive pitch rather than a run-of-the-mill job application. Sequencing your abilities and successes in a logical structure can lend your narrative credibility and appeal. 

6. Include powerful action words in your sales cover letter

In the sales world, as in your cover letter, words carry a lot of weight. Action words, or verbs, are particularly potent: they paint a vivid picture of you 'in action', showcasing your abilities and achievements in a dynamic and compelling light.

Weaving action words throughout your cover letter can bring your experiences and skills to life, making your case more persuasive. By choosing words that convey energy and initiative, you can create a greater impact, just like a successful sales pitch.

Here's a shortlist of power-packed action verbs for your sales cover letter

• Achieved
• Closed
• Generated
• Maximized
• Negotiated
• Outperformed
• Secured
• Surpassed
• Captured
• Expanded

Remember, it's not j ust about the words you choose, but the compelling sales story they help you tell. Let these action words lend you the verbal strength to close the deal on your dream job.

7. Build a strong sales cover letter conclusion

Your last key step in writing a sales cover letter is to encourage the employer to contact you quickly in your conclusion. While you don’t want to make the employer feel rushed, reiterating that you are excited to hear from them and how they can best reach you will help persuade them to contact you promptly.

Always include a formal sign-off in your conclusion to show respect and appreciation to the employer.

Why does it fall flat? This conclusion lacks enthusiasm and doesn't provide specific contact availability. The tone comes off as indifferent, leaving the employer with a weak impression of the candidate's interest.

Why is this conclusion effective? It reinforces the applicant's eagerness for the role, sets expectations about a follow-up and also provides a window of convenient contact time. It maintains a professional yet enthusiastic tone, showing respect and interest by planning a follow-up. The formal sign-off adds a finishing touch to a well-composed sales cover letter.

8. Avoid common mistakes in your sales cover letter

The trick to perfecting your sales cover letter lies as much in avoiding some common pitfalls as in including all the right elements. Here are a few mistakes you should steer clear of:

1. Being too self-centered: Remember, your cover letter is also about the company and how you can contribute to it.

• Bad example: "I am excited to apply to this job as it will be great for my career."
• Good example: "I am excited to apply my sales expertise to improve the already stellar performance of your sales team."

2. Leaving a passive closing: A salesperson is proactive. Show them that drive in your closing too.

• Bad example: "I'm looking forward to hearing from you."
• Good example: "I'm eager to further discuss how I can bring value to your team. I'll follow up on the coming Tuesday."

3. Submitting without proofreading: Typos or grammatical errors can quickly tarnish the impression you're trying to build. Double, or even triple, check before you submit.

4. Rehashing your resume: Your cover letter should complement your resume, not copy it. Use it to tell a story and showcase your strengths.

• Bad example: "As stated in my resume, in my previous role, I generated a 50% increase in sales."
• Good example: "In my previous role, I pioneered a new sales technique, leading to a 50% uptick in sales."

5. Being too vague: Be specific about your skills and successes. Numbers often speak louder than words in the sales world.

• Bad example: "I have a good track record in sales."
• Good example: "Over the past two years, I've consistently exceeded my sales targets by at least 20%."

6. Failing to match the company tone: If the company presents itself informally, an overly formal cover letter might feel out of sync. Research the company and adjust your tone accordingly.

7. Not addressing the relevant person: Always try to find a specific contact person. "Dear Hiring Managers" is a last resort, not a first choice of greeting.

Accurate self-presentation is key. So sell yourself just as thoughtfully and passionately as you'd sell a product. With a well-crafted cover letter, you're one step closer to closing the deal on your dream job.

9. Pair your sales cover letter with a resume

Just like a perfectly matched shirt and tie, your sales cover letter and resume make a powerful combination. They have distinct purposes yet complement each other when crafted well.

Here's the difference in a nutshell:

A resume is a factual summary of your skills, experience, and education. It’s a snapshot of your career highlighting the who, what, and where of your professional journey.

A sales cover letter, on the other hand, adds personality to these facts. It’s your opportunity to explain the why and how of your career path. Here, you can tell your story, express motivations, and articulate fit with the company.

Creating a seamless visual experience by using the same design, fonts, and color scheme for both documents is vital. Not only does it provide a sense of cohesion and professionalism, but it also fortifies your personal brand.

Remember, consistency in presentation fosters trust and recognition, both of which are crucial in sales. So, think of your cover letter and resume as a power couple, best when together, yet each holding their own individually.

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10. Average salary and job outlook for sales occupations

According to the most recent data from the Bureau of Labor Statistics (BLS), the average yearly salary for sales professionals was $35,290 in May 2022. This salary reflects a range of sales roles, from retail sales workers to real estate brokers.

While the overall employment in sales occupations is expected to decline from 2022 to 2032, do note that this doesn't close the door to opportunities. Quite the opposite, in fact. An average of about 1.8 million openings are projected to appear each year within the same period.

While market fluctuations can impact sales job availability, the turnover rate in the industry creates constant new opportunities. Regardless of the changing dynamics, sales professionals who can adapt, upskill, and deliver consistently can definitely find promising opportunities.

11. Top job search resources for sales professionals

The journey to landing or advancing in a sales career can be complex and competitive, but you don't have to navigate it alone. A wealth of resources are available to assist, educate, and inspire you. Here are a few suggestions:

• Networking: Engage with sales professionals in your field and broader industry. Utilize platforms like LinkedIn to make connections. Sign up for industry conferences and seminars. You might learn about unadvertised opportunities or gain valuable insights.
• Professional organizations: Join a professional body such as The National Association of Sales Professionals. Such organizations often provide training, certifications, and professional development opportunities.
• Job websites: Leverage websites specifically designed for sales job seekers like SalesHeads.com and  Rainmakers.
• Continued learning: Keep expanding your knowledge. Online learning platforms like Coursera, Udacity, and LinkedIn Learning offer sales-specific courses. Remember, in a dynamic field like sales, continuous learning is key.
• Industry publications: Subscribe to trade magazines and sales-focused publications like Selling Power and Sales and Marketing Management. These provide industry trends, tips, and success stories to learn from.

Remember, your career in sales is a journey of growth and adaptation. Keep exploring, stay curious, and continuously refine your hitting-the-target skills. Sales is about relationships — and that includes the one you have with the industry itself. Connect with it, learn from it, and let it guide you through your career progression.