How to Write a Sales Cover Letter + Examples & Templates

A sales cover letter isn't just another document—it's your sales pitch. This letter is the difference between landing that interview and watching your resume disappear into the hiring manager's "maybe later" pile. First impressions do matter, and a well-crafted cover letter demonstrates your ability to sell the most important product of all: yourself.

In this guide, we’ll show you how to write a compelling sales cover letter that highlights achievements, proves value, and lands interviews. With our templates, real-world examples, and expert tips, you’ll learn how to pitch yourself as the best candidate.

What Makes a Strong Sales Cover Letter?

To make your sales cover letter strong, you need to sell your value proposition. According to the U.S. Bureau of Labor Statistics, sales occupations are projected to grow 2% by 2032. This means you’ll face competition for the best positions. Therefore, think of your cover letter as a mini sales presentation where the product is you and the client is your potential employer.

Hiring managers expect to see evidence of your selling abilities right from the start. They're looking for candidates who understand the sales process, can articulate value clearly, and demonstrate results through concrete metrics.

Your cover letter should mirror the same consultative approach you'd use with prospects, that is:

• Identifying the needs
• Presenting solutions
• Closing with a clear next step

Furthermore, you need to project confidence without arrogance. To achieve this, you need to demonstrate knowledge of the company's market position, competitors, and current challenges. This research-driven approach shows you're knowledgeable and not just applying randomly—you're targeting opportunities where you can make the biggest impact.

Sales Cover Letter Examples by Experience Level

Now that you’ve learned what makes a strong sales cover letter, here are a few examples you can use as inspiration, depending on your level of experience.

Entry-Level Sales Cover Letter Example

Experienced Sales Professional Cover Letter Example

Career Change to Sales Cover Letter Example

How to Write a Sales Cover Letter: 5+ Simple Steps

Writing a job-winning sales cover letter requires following a strategic process that mirrors successful sales methodology. Given that more than 80% of recruiters expect a cover letter, you shouldn't approach this without proper planning either.

Now, let’s see how you can prepare yourself by following these six simple steps.

#1. Research the Company and Role

The first thing is to understand your prospect. Research the company, their sales process, target market, main competitors, and recent company news. Look at their LinkedIn company page, recent press releases, and annual reports if they're publicly traded.

Furthermore, check the specific role requirements, such as what sales methodologies they use, their average deal size, whether they’re expanding into new markets etc. This research will inform how you should position yourself and which achievements to highlight.

Also, investigate their current sales team on LinkedIn to understand the background and experience level they typically hire. This intelligence helps you tailor your message and speak their language from the first paragraph.

Here’s a 15-point check list you should follow before writing your sales cover letter to demonstrate insider knowledge and strategic thinking:

#2. Create a Professional Header

Your sales cover letter should start with a clean, professional header. Make sure to include your:

• Full name
• Phone number
• Professional email address
• City and state
• LinkedIn profile URL

Furthermore, for sales roles, consider adding a professional headshot. It helps create a personal connection and makes you more memorable.

#3. Write a Compelling Opening

Your opening paragraph needs to grab attention immediately—just like the first few seconds of a sales call. Skip the generic "I'm writing to apply for..." and instead lead with a strong value proposition or notable achievement.

The key is specificity. Instead of saying you're "passionate about sales," mention exactly what excites you about their particular market or product. This shows you've done your homework and aren't mass-applying to every sales job in town.

Here’s a good example of how to write a compelling opening paragraph of your sales cover letter:

This example works because it immediately positions you as a high performer rather than just another applicant.

#4. Showcase Your Achievements in Sales

This is where your sales cover letter really shines as it tells the story of your sales success through specific accomplishments. Here are a few things you should keep in mind when listing achievements in your cover letter:

• Focus on quantifiable achievements. These should directly relate to revenue generation, quota performance, and client relationships.
• Present specific numbers. Make sure to incorporate these wherever possible—percentages, dollar amounts, deal counts, or territory growth rates.
• Use the STAR method (Situation, Task, Action, Result). In this way, you make your story more compelling.
• Mention awards, recognition, or ranking achievements. Being in the top 10% of performers or winning "Salesperson of the Year" carries significant weight with hiring managers.

If you implement the aforementioned, a good example should be structured similar to this:

#5. Demonstrate Relevant Skills

Align your skills directly with the job requirements. However, don't just say you have "excellent communication skills"—mention that you've "delivered compelling product demonstrations that converted 67% of prospects into clients."

Furthermore, include both hard skills (CRM software expertise, sales methodology certifications, technical knowledge) and soft skills (relationship building, problem-solving, persistence) with specific examples of how you've used them to drive results.

#6. End With a Strong Call to Action

End your sales cover letter with confidence and a clear next step. Restate your interest in the role and suggest a specific action, such as following up with your application.

Here’s a good example how to do it:

This approach shows initiative without being pushy—exactly the balance great salespeople strike with prospects.

Sales Cover Letter Templates

Here are three customizable sales cover letter templates designed for different experience levels. Each template includes strategic placeholders for achievements, skills, and company-specific information while maintaining the consultative tone.

Which Common Sales Cover Letter Mistakes to Avoid?

Even strong sales professionals sabotage their applications with avoidable mistakes. Here are the seven most common cover letter errors and how to fix them.

Common Mistakes vs. Best Practices

The difference between a rejected application and an interview invitation often comes down to word choice. The comparison table below shows you how to reframe generic statements into compelling, metrics-driven language that proves your sales capabilities.

Ready to Create Your Job-Winning Sales Cover Letter?

Use ResumeBuilder.so’s professional cover letter templates and resume builder to craft documents that showcase your sales excellence and land those important interviews. Our AI-powered tools ensure your application gets past automated screening systems (ATS) to the hands of hiring managers.

Final Thoughts

A well-crafted sales cover letter is your opportunity to demonstrate the very skills that make great salespeople successful: research, preparation, value communication, and relationship building.

It shows hiring managers that you understand their challenges, have the track record to deliver results, and possess the communication skills to represent their company professionally.

Remember, every element of your application package, from your resume to your sales cover letter, should work together to tell a compelling story about your value as a sales professional. When done well, these documents become powerful tools that open doors to new opportunities and career advancement.

Also, your cover letter is a good preparation for an interview as it often provides the talking points that shape your conversation.

Sales Cover Letter FAQ

#1. What should I include in a sales cover letter?

Include specific achievements with metrics, relevant sales skills, industry knowledge, and examples of successful client relationships. Always customize for the specific role and company rather than using generic templates.

#2. How long should a sales cover letter be?

Keep it to one page, typically 3-4 paragraphs. Sales managers are busy, so be concise while including all essential information and achievements that demonstrate your value.

#3. Should I include salary expectations in my sales cover letter?

Only include salary expectations if specifically requested in the job posting. Focus on demonstrating your value rather than discussing compensation upfront.

#4. How do I quantify my sales achievements?

Use specific numbers: revenue generated, percentage above quota, number of deals closed, client retention rates, territory growth, or team performance improvements. Be as specific as possible.

#5. What's the best way to address a sales cover letter?

Research to find the hiring manager's name whenever possible. If unavailable, use "Dear Sales Manager" or "Dear Hiring Team" rather than generic greetings like "To Whom It May Concern."

#6. Should I mention specific sales methodologies?

Yes, if relevant to the role. Mention methodologies like SPIN Selling, Challenger Sale, or consultative selling to show your professional development and systematic approach to sales.

#7. How do I show personality in a professional sales cover letter?

Use confident language, share brief success stories, and let your enthusiasm for sales show through your achievements and industry knowledge. Avoid being overly casual while showing authentic passion for your profession.