Cover letter for sales representative: Examples & Tips for 2024




A good sales representative is a valuable asset in any industry. Employers always look for professionals who can close deals, ensure customer satisfaction, and exceed sales targets, driving revenue growth for the company.

If you have a lucrative sales job in mind, make sure that your cover letter effectively reflects your skillset and accomplishments to the hiring manager. To help you get started, we have prepared a few professional tips that will make your sales cover letter shine. Plus, you will find two good cover letter examples for your inspiration.

Struggling to sell your skills in a resume or cover letter? Our team has prepared resumes for sales professionals for 12+ years. We create custom resumes that showcase your prominent achievements and key job-related skills to hiring managers. Chat with us to get personalized help with your letter.

Sales representative cover letter example #1

Before you get started with writing a letter, look at this cover letter example for a sales position.



Why is this a good cover letter? In this letter for a sales associate position, the candidate shows enthusiasm for the retail industry and excitement about joining the sales team. It mentions exceeding sales targets and such important sales skills as communication, building strong customer relationships, and multitasking.

The candidate briefly describes experience in retail sales in a similar role. The letter is generally well-organized and has a good chance of getting noticed.

Sales representative cover letter example #2



Why is this a good cover letter? This letter for the Senior Sales Rep position focuses on the business acumen, customer retention, interpersonal skills, and employee management skills of the candidate. It also boasts a proven track record in supervising a team and exceeding sales goals.

This letter proves the candidate's ability to build effective sales strategies and a companywide Top 10 salespeople award. Mentioning specific examples and numbers is a great way to help your cover letter stand out.

How to write an interview-winning sales cover letter?

Whether you are a sales associate, a senior sales representative, or a director of sales, the guidelines for writing an astounding cover letter will be similar. You have reviewed the cover letter examples above, so let's have a closer look at how to write yours. Here are the main principles you should follow.

Understand the target job

Before you start writing your letter, take the time to understand the employer's requirements and expectations of a good candidate. Research the company, its products or services, and requirements from a salesperson in detail. Thus, you will be able to tailor it to the role closely and achieve success in your job search faster.

Use an effective cover letter structure

For any sales position and industry, the format of an effective sales cover letter will look like this:

  • Headline - at the top of your letter, add your contact info including a phone number and a professional email. Add the recipient's name and address as well.
  • Greeting - address the hiring manager by name. If you don't know their name, find their profile on LinkedIn or use Dear Hiring Manager as a salutation.
  • Introduction - in the introductory paragraph, include the specific sales manager or sales rep position and the company name. Briefly introduce your strongest qualifications or your connection with a company. The purpose of this paragraph is to grasp the attention of the recruiter at once and encourage them to keep reading.
  • Body - the body is the main section of your letter. In it, you should expand on your relevant sales experience and mention the biggest sales success. Address the specific challenges you've faced and how you managed to improve the company's bottom line. Specific examples and results catch attention faster than generic statements like "I am proactive, can effectively communicate, and meet sales objectives".
  • Letter closing - in the last paragraph, summarize your qualifications for the reader. Reiterate your key salesperson skills and show enthusiasm about joining the company. Add the letter with a call to action and show that you're available for the interview.

Keep your cover letter concise. Usually, 3-4 paragraphs are enough to prove that you can become a valuable asset to the team.

Speak through achievements

When writing a letter for a sales role, add such skills as knowledge of sales techniques, communication skills, winning customer loyalty, and attracting potential customers. Yet, skills only won't get you hired. You need to show off tangible successes and specific achievements.

Here are some examples of achievements to add to your letter:

  • Coached and supervised 7 new sales associates, providing guidance and support to help them exceed sales targets by 15%.
  • Developed a sales strategy that increased lead generation by 35% and led to an increase in repeat business.

Add a personal touch

To make your sales cover letter different from other letters that hit the hiring manager's table, make it more personal. Mention something specific about the job that caught your attention. For example, you can address their values, the specific software they are using, their culture, or else. It will show that you are genuinely interested in the position.

Alternatively, try sharing your interests or hobbies outside of work. You can write about a volunteering project you take part in, a hobby that inspires you, or a personal blog. This is a great way to look unique as a candidate.

5 Top cover letter mistakes to avoid

Above, we have explained the best practices for writing a sales rep and related cover letters. Now, let's review the key mistakes you should fix in your resume immediately.

Making it too long

Ideally, your sales cover letter should be 3-5 paragraphs long, depending on your experience and job seniority. Don't include too much information as it will overwhelm the reader. Focus on the most relevant qualifications and experience.

Not adding relevant keywords

Your resume and cover letter should have industry keywords. These keywords help your documents pass the electronic screening and get seen by hiring managers. You can find these keywords in a job posting and use them naturally when describing your sales experience.

Being too generic

Tailor your cover letter to the specific sales job you're applying for. Avoid sending the same letter everywhere, as hiring managers can quickly spot a generic letter. Take the time to research the company and the job requirements, and customize your cover letter to demonstrate how your skills align with it.

Lack of specific examples

Making generic statements about your successes in sales won't take you anywhere. Employers want to see specific results in selling products, exceeding sales quotas, and driving customer satisfaction. Illustrate the examples you provide with numbers and percentages to add credibility.

Typos, poor grammar, and formatting issues

A cover letter full of mistakes signals that you have poor communication skills. Moreover, many recruiters simply reject such letters. Proofread the letter multiple times before sending it to ensure it is correct and each comma is in place. Format the letter neatly for better readability.


Treat your resume and cover letter as a pitch of your skills and experience. You need to persuade the employer that you have everything it takes to excel in the sales job they offer. Focus on any experiences that prove your value and cultural fit, and give them a track record of success.

Need a hand of help with your cover letter?

Cover letters are an essential part of your job application. If you struggle to present your achievements and sales skills in the best light, the team of ResumePerk is here to help. Our consultant will compose a great cover letter that focuses on your strengths and value you can bring to the table. Plus, we will use a professional format to help you get noticed faster.

Frequently Asked Questions

How long should my cover letter be?

The ideal length of a cover letter is three to four paragraphs. Keep your letter concise and to the point, highlighting your relevant skills and experiences without going overboard. Remember that hiring managers often receive dozens of letter a day, so keep yours brief and impactful.

Do I need to add references in my cover letter?

References are usually not included in the cover letter or resume. You can prepare a list of references separately if the employer asks for them. Your cover letter should focus on introducing yourself, showcasing your qualifications and motivation, and explaining why you're a good fit for the job.

Can I use the same cover letter for all sales jobs?

Using the same letter to apply for all jobs is a popular yet inefficient strategy. It is recommended to customize each cover letter for the specific job you're targeting. Tailoring will show the hiring managers that you understand their expectations and your experience aligns with them well. Thus, you'll get a higher chance to stand out among other applicants.

Our experienced writers can create a powerful resume suitable for each position. However, you may also request a specific resume depending on the job you are applying for, thus it will be tailored individually for your profession:

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