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Sales Manager Cover Letter Examples
How to craft a compelling sales manager cover letter.
Sales managers have many responsibilities, including overseeing entire sales departments to ensure sales goals, targets, and quotas are met accordingly. To win a position as a sales manager, you must write a compelling cover letter that hooks an employer’s attention and convinces them you are the best person for the job.
In this guide, we cover the 5 necessary components that any successful sales manager should include in their cover letter. Keep reading to learn about
- The importance of a well-formatted cover letter header and headline
- The role of a personalized greeting on a sales manager cover letter
- How to make your cover letter introduction into a sales pitch
- Why to describe your top skills and accomplishments in detail
- How to effectively conclude your cover letter in a persuasive manner
1. How to properly format a sales manager cover letter header and headline
Any successful cover letter will have a strong sense of visual organization .
Unlike resumes — which are sorted into neat little sections — a cover letter can easily become one big block of text if you’re not careful. Thus, you must include the right elements that help to break up this text and make it easily scannable by the employer.
The two most important formatting elements to include to accomplish this goal are a cover letter header and a cover letter headline .
Your header always comes first and should include:
- Your name and professional title
- Your professional contact information
- The employer or company name
- The employer or company address
Here is an example of a well-formatted sales manager header
Jane Doe , Sales Manager (123) 456-7890 | [email protected] | linkedin.com/in/jane-doe
To: Hotwire Sales Solutions Sales Management Department 1234 Street Address Concord, NH 03301
Following your header, you should place your headline in the center of the page. This headline should be a short statement that highlights the best and most interesting points of your letter to help grab the employer’s attention and intrigue their curiosity.
Here is an example of an excellent sales manager cover letter headline
My 4-Step Approach to Profitable Sales Management & How I Plan to Apply It at Your Business
2. How to personalize a greeting on a sales manager cover letter
Next up, you must find a way to make your cover letter feel exclusive to specific employers .
The best way to do this is by creating a personalized greeting that addresses a specific person by name. This person should be the staff member or business leader most likely to read your cover letter, such as a manager or department head.
Additionally, you should also research the employer further looking for extra details you can reference throughout the rest of your cover letter, such as company values and goals.
Here are 3 examples of personalized sales manager cover letter greetings
- Dear CEO Gerry Ringgold,
Dear Mr. Gerry Ringgold,
- Dear Hiring Manager Lenny Bloom,
3. How to make your cover letter introduction into a sales pitch
As any sales manager knows, the key to landing sales is a great sales pitch.
You should view your cover letter introduction as your sales pitch for yourself, as a professional job-seeker. Your introduction should highlight the very best qualifications that make you stand out as a candidate, including:
- A brief overview of your professional history
- Your specialized area of expertise
- Any particularly notable accomplishments, such as major awards
- A mutual acquaintance (when possible, naming a professional mutual acquaintance on a cover letter helps you build rapport and trust with employers)
Here is an example of an excellent introduction from a sales manager cover letter
I am a sales manager with 10+ years of specialized experience working in the educational software industry. Recently, I was named one of the Top EduTech Sales Managers in all of North America by the Sales Managers of America Association. With my deep knowledge of the industry and many connections to your company — such as my professional mentor and your company’s COO, Ms. April Bloom — I know I will be the ideal addition to your team.
Find out your resume score!
4. How to showcase your top sales management skills and accomplishments
When writing a resume, you describe your skills and accomplishments in short, extremely concise blurbs.
On a cover letter, by contrast, you have the chance to delve into far greater detail regarding your top skills and accomplishments. This gives you the opportunity to not just describe your relevant qualifications but relate them back to the exact needs of the employer.
For instance, as a sales manager, rather than simply stating that leadership is one of your skills, you can instead describe your exact leadership style and explain how you used it to lead your team to success in past positions.
Here are 6 skills to describe in a sales manager cover letter
- Professional development
- Team performance analysis
- Developing monthly and quarterly goals
- Hiring, onboarding, and training processes
- Writing sales reports
- Leading team meetings
Here is an example of how to describe an accomplishment in a sales manager cover letter
In the role of sales manager for [Former Employer], it was my primary responsibility to perform thorough quarterly analyses at both the team and individual levels. As a result of my guidance, my team’s productivity was boosted by 55%, leading to our department as a whole exceeding target sales goals by an average of 25% each quarter.
5. How to effectively conclude your cover letter in a persuasive manner
To close your cover letter as effectively as you would close a sales deal, you must write a persuasive conclusion that includes:
- An enthusiastic sentence saying you are looking forward to hearing from them
- When and how they can best contact you
- When you intend to follow up
- A formal sign-off
Here is an example of a persuasive conclusion from a sales manager cover letter
It is with the highest appreciation that I extend my thanks for considering me for this position. I eagerly await your reply and can be best reached at (123) 456-7890, any time between the hours of 8 a.m. to 4 p.m. Monday through Saturday. As your company is my top pick for employment, I do intend to follow up next Monday morning if I have not yet heard back.
With Great Appreciation,
If you have ever wondered how a cover letter differs from a resume, this article will tell you everything about the key differences between the two .
Julia is a professional writer, translator and graphic designer. She holds degrees in translation and interpretation, and has international work experience from a number of different countries in Europe as well as China and Panama. Julia formerly taught academic writing and as a graphic designer contributed to outlets such as The Business of Business . She has a passion for lifelong learning and good coffee.
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Sales Manager Cover Letter (With Examples)
If sales is your game, writing a cover letter shouldn’t be any reason to stress. It’s just another sales pitch, except this time, the product you’re selling is yourself. No sweat, right?
Although cover letters are often optional in today’s world, they’re still an essential part of the job-search process. It’s always a good idea to send a cover letter if given a choice, especially if you’re applying for a managerial position. Taking the time to introduce yourself through a cover letter lets a hiring manager know that you’re serious about the job and ready to work for it.
This article breaks down the various components of a cover letter and provides tips and samples to help you draft a strong pitch to your next potential employer.
Looking for a job? These position are hiring now near you:
- Sales Manager
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What Is a Cover Letter and Why Is It Important?
A cover letter is a brief letter of introduction that usually accompanies a resume . It provides a welcome opportunity to elaborate on your experiences in a way that may not be as easily conveyed in a bulleted list on your resume.
When writing a cover letter , you are pitching your value, highlighting your skills, accomplishments, and goals, and explaining what you hope to bring to the company if hired.
Parts of a Sales Manager Cover Letter
Whether your cover letter is geared toward an entry-level position , managerial position, job promotion , or career change , there are key parts of a standard cover-letter formula you need to include:
Your contact information
The organization’s information
Dear [Manager Name],
First paragraph: intent and opening hook
Second paragraph: main body with key skills and accomplishments concerning the job requirements
Third paragraph: closing lines with a compelling call to actio
Best regards, followed by name and title
Every sentence in the cover letter needs to serve a purpose and convey relevant information; you have only one page to make your pitch and can’t afford to waste any of that precious space.
If you’re feeling confident about how to sell yourself in a cover letter but are a bit more hesitant on the graphic design aspect of having a professional layout, utilize free cover letter templates to ensure your letter is properly formatted to industry standards.
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Sales manager cover letter opening.
Start with the basic contact information for both you and the company you are applying to at the top of the letter. You want to make it as easy as possible for a hiring manager to contact you.
Address your cover letter to the hiring manager by name if at all possible. If you don’t know the hiring manager’s name , don’t guess from an employee roster. Use a gender-neutral greeting such as “Dear [Company Name] Recruitment Manager.”
Tip: “Dear Sir or Madam” or “To whom it may concern” isn’t going to score you any originality points. The generic, impersonal greeting might come across as a red flag indicating that you’re sending a mass cover letter to multiple employers without taking the time to tailor each one to the specific position.
While a neutral “ Dear Hiring Manager” or similar phrase is acceptable in place of a name, consider mentioning the company and/or department to make it a little more personalized.
You know how a sales pitch works, so now is the time to do what you’re best at . The first few sentences of your opening need to be attention-grabbers.
Start by assertively announcing your application to the position and following it with an impactful achievement, preferably a quantifiable one, since numbers are particularly eye-catching. If you can bolster your accomplishment with an impressive statistic, percentage, or dollar amount, your letter is much more likely to get a full read and avoid the reject pile.
Example Cover Letter Opening:
Jane Doe Sales Manager 9876 Home Avenue Sample, NC 27010 123-867-5309 [email protected] linkedin.com/in/janedoe March 10, 2021 John Smith HR Manager Big Global Company 5432 Bustle Street Commerce, CA 94108 Dear Mr. Smith, As a longtime fan of Big Global Company’s high-quality products and top-notch customer service policies, I was excited to see an opening for the Sales Manager position . In my previous role as an award-winning sales manager at Ecom, I reduced customer acquisition costs of main accounts by more than 20% and facilitated a new targeted email campaign that increased lead generation by 35%. I believe a position at Big Global Company is the right choice for my skill set, experience, and career goals.
The applicant in the example started with appreciation and familiarity toward two of the company’s core values: quality products and great customer service . She then used specific growth measurements instead of relying on market buzzwords and empty, generic claims about increasing revenue and cutting costs. This technique is much more likely to garner attention.
Sales Manager Cover Letter Body
You have a hiring manager’s attention; now you need to keep the excitement going. To prove that you’re a worthy candidate, you need to explain:
Why you want this job
The skills that qualify you for the specific requirements of the job
Why you are the perfect fit for the position
Rather than listing off general skills and accomplishments that have nothing to do with the specifics of the job listing, it’s crucial to draw direct connections to your specific skills and experiences in relation to what the company is looking for.
This shows that you aren’t just applying to any old job; you did your research and fully understand what will be expected of you if you get the position.
Example Cover Letter Body:
My primary goal is to drive revenue, increase customer retention, and find creative new ways to generate more leads for a customer-focused global leader in the eCommerce industry. I’m especially interested in the culture, innovation, and potential for future development with Big Global Company. Your job listing specifies that you’re searching for a leader to generate new wholesale leads in the Gift Grocery channels, create a mentorship program within the sales team, and optimize Customer Acquisition Cost (CAC). My track record at Ecom proves that I have those necessary skills: Generate new wholesale leads: Created targeted email campaigns and showcased products at various trade shows, including New York Now, Stylemax, Las Vegas Market, Rocky Mountain Gift Show, and the Atlanta International Gifts Home Furnishings Market Create a mentorship program: Implemented quarterly team-building activities and created an incentivized education program Optimize CAC: Completed a thorough analysis of existing acquisition methods and presented a plan to cut low-performing channels that hemorrhaged funds, effectively cutting CAC of main accounts and repurposing those lost funds toward channels that were performing well
Note that the applicant clearly understands what is expected in the job description and breaks down her exact qualifications to meet every requirement in a concise, easy-to-read format. She also provides specific examples to demonstrate her expertise.
Sales Manager Cover Letter Closing Lines
Your strong pitch needs to wrap up with a powerful closing. The ending needs to serve a double role as a quick final summary while also leaving a lasting impression that will leave a hiring manager eager for an interview.
Example Cover Letter Closing:
I look forward to discussing how my strategic management, analytical perspective, and experience demonstrating products at trade shows can translate to cost savings and targeted lead generation for Big Global Company over the next few years. Best regards, Jane Doe Sales Manager 123-867-5309 [email protected]
Note that the applicant didn’t miss an opportunity by just saying “Thanks for your time” and leaving her strong pitch hanging. She wrapped up her closing in a way that demonstrates her knowledge, enthusiasm, desire for the company’s success , and goal of being with this company long-term.
Example of a Sales Manager Cover Letter
Putting all the parts together illustrates how the ideal cover letter should start with an attention-grabber right off the bat and keep that same level of energy and competency throughout the entire pitch.
Jane Doe Sales Manager 9876 Home Avenue Sample, NC 27010 123-867-5309 [email protected] linkedin.com/in/janedoe March 10, 2021 John Smith HR Manager Big Global Company 5432 Bustle Street Commerce, CA 94108 Dear Mr. Smith, As a longtime fan of Big Global Company’s high-quality products and top-notch customer service policies, I was excited to see an opening for the Sales Manager position. In my previous role as an award-winning sales manager at Ecom, I reduced customer acquisition costs (CAC) of main accounts by more than 20% and facilitated a new targeted email campaign that increased lead generation by 35%. I believe a position at Big Global Company is the right choice for my skill set, experience, and career goals . My primary goal is to drive revenue, increase customer retention, and find creative new ways to generate more leads for a customer-focused global leader in the eCommerce industry. I’m especially interested in the culture, innovation, and potential for future development with Big Global Company. Your job listing specifies that you’re searching for a leader to generate new wholesale leads in the Gift Grocery channels, create a mentorship program within the sales team, and optimize Customer Acquisition Cost (CAC). My track record at Ecom proves that I have those necessary skills: Generate new wholesale leads: Created targeted email campaigns and showcased products at various trade shows, including New York Now, Stylemax, Las Vegas Market, Rocky Mountain Gift Show, and the Atlanta International Gifts Home Furnishings Market Create a mentorship program: Implemented quarterly team-building activities and created an incentivized education program Optimize CAC: Completed a thorough analysis of existing acquisition methods and presented a plan to cut low-performing channels that hemorrhaged funds, effectively cutting CAC of main accounts and repurposing those lost funds toward channels that were performing well I look forward to discussing how my strategic management, analytical perspective, and experience demonstrating products at trade shows can translate to cost savings and targeted lead generation for Big Global Company over the next few years. Best regards, Jane Doe Sales Manager 123-867-5309 [email protected]
Tips for a Sales Manager Cover Letter
Treat the cover letter as a sales pitch. Use the same confident language you would use when selling a product. Instead of using weak language like “could” or “might” to undermine your skills, choose absolute phrases like “did” or “willt.” Remember to be positive and enthusiastic.
Use numbers. Quantifiable achievements make a more significant impact, so use statistics. Instead of saying, “I helped my previous company grow its annual revenue,” give a specific number: “I facilitated an annual 26% growth increase.”
Don’t repeat your resume. Instead of repeating your resume skills verbatim, utilize the cover letter as an opportunity to expand on relevant experiences and accomplishments.
This especially applies to any sort of leadership, coaching, and team-building, as these are important points to a hiring manager searching for a candidate who can upskill a team.
Use an appropriate format. If you have a brilliant pitch but are worried about the layout, use a cover letter template to get started. You don’t want a poorly formatted letter to hurt your chances and result in your perfect pitch never being read if it goes straight into the reject pile.
A well-crafted cover letter on top of a professional resume can make a massive difference in the highly competitive application process. A good one might mean an interview, while a poor one may result in a hard pass even if you have all the right skills listed on your resume.
In the world of sales, a cover letter should be seen as a prime opportunity to highlight the most important parts of your overall pitch and strike a more conversational tone with a hiring manager.
You aren’t just listing off what you’re good at; you’re discussing your goals and experiences and connecting them directly to the company’s needs. That’s something that is much more difficult to do in a resume.
If you’re nervous about your cover letter, remember: it’s just another sales pitch. You’re playing to your strengths.
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