You’ve just sent the same cover letter to 60 different job roles, all beginning with “Dear Sir or Madam” and ending with 'Yours sincerely.'
Bad news: you may have just missed your chance to stand out, as generic cover letters are a very common pitfall in job applications.
Did you know recruiters typically shortlist candidates based on how well they meet the job criteria? Failing to address the key requirements can cost you the role.
In this guide, we’ll show you how to tailor your cover letter to align with the job advert or company, ensuring you showcase your value as a candidate.
Cover letter examples for sales person
Explore additional sales person cover letter samples and guides and see what works for your level of experience or role.
By Experience
Entry-Level Sales Person
- Highlight specific achievements, such as a 40% increase in new client acquisition and a £200,000 revenue growth, to demonstrate tangible results and success in previous roles.
- Focus on a range of skills like business development, client acquisition, and CRM systems, which are critical for a Sales Professional and align with the job's requirements.
- Include certifications like the CRM Implementation Professional Certification to emphasise proficiency in CRM systems, a key aspect of efficiently managing client relationships.
- Reference notable experiences, such as collaboration on strategic planning and market analysis, to show a well-rounded approach to business development and sales strategies.
Senior Sales Person
- Specific Experience in Channel Partnerships: The cover letter effectively highlights the candidate's extensive experience in scaling content security platforms through strategic partner development, crucial for roles focused on channel partnerships.
- Technical Certifications and Skills: Certifications like "Data Protection and Security Compliance" and skills such as "Information Security" and "Data Governance" are crucial for validating the technical expertise required in a content security-focused sales engineering role.
- Achievements Related to Partner Engagement and Product Adoption: The candidate mentions a 30% increase in partner engagement and a 40% increase in product adoption, demonstrating tangible results that align well with the responsibilities of a sales engineer.
- Advanced Educational Background: An MSc in Information Security substantiates the candidate's technical proficiency, enhancing credibility in a role focused on content security and technical sales.
Mid-Level Sales Person
- Highlighting Revenue Achievements: Emphasise proven track record by mentioning significant revenue increases, such as a £200k revenue boost and being a "Revenue Growth Champion," as these demonstrate direct contributions to business success.
- Client Relationship Management Skills: Stress strong CRM skills and high client retention rates, exhibiting an ability to maintain and grow client relationships, crucial for any sales role.
- Technology and CRM Expertise: Specify certifications or advanced skills, such as the "CRM System Certification," to show proficiency in essential tools that enhance productivity and sales efficiency.
- Innovative Campaign Experience: Describe the development and execution of successful sales campaigns that lead to significant increases in lead generation, demonstrating the applicant's ability to innovate and produce results in a competitive market.
Experienced Sales Person
- Highlighting a significant certification: The "Certified Retirement Sales Professional" course underscores specialised knowledge and expertise in sales strategies specific to the retirement sector, crucial for the role.
- Emphasising relevant experience: Detailed bullets under each job role effectively demonstrate achievements and responsibilities, providing concrete evidence of success, such as a 25% increase in occupancy rates at McCarthy & Stone.
- Incorporating quantifiable achievements: Usage of specific percentages and figures, like a 30% improvement in customer satisfaction and a 40% rise in new home sales, provides compelling proof of impact and effectiveness.
- Highlighting industry-specific skills: Mentioning skills such as "Independent Living Market" and "Customer Relationship Management" showcases direct relevancy and preparedness for the sales executive role within a specialised sector.
By Role
Sales Person for Information Technology
- Highlighting Achievements: The cover letter clearly specifies notable achievements, such as expanding a key account by 40%, showcasing the candidate's ability to drive growth and enhance customer relationships, crucial for a sales leadership role.
- Relevant Certifications: Mentioning the "Advanced Sales Leadership Certificate" from Kellogg School of Management demonstrates expertise in strategic leadership, which is essential for overcoming complex sales challenges in an Enterprise Sales Leader role.
- C-suite Relationship Building: Emphasising skills like C-suite relationship expertise aligns with the responsibilities of forming and maintaining high-level executive partnerships, critical for strategic partnership roles.
- Strong Industry Experience: With over 10 years of experience and detailed roles in sales management, the cover letter showcases a robust background in sales, particularly in challenging environments, reinforcing credibility and competence for the position.
Sales Person in Pharmaceutical Industry
- Highlighting Industry Expertise: The cover letter emphasises Daisy's 7+ years of experience in digital media within the pharmaceutical sector, showcasing her industry-specific knowledge and success in driving revenue growth.
- Emphasis on Skill Utilisation: Daisy effectively aligns her proficiency in programmatic platforms with strategic sales execution, indicating her capability to leverage specific technical skills for business outcomes.
- Quantified Achievements: The inclusion of measurable results, such as increased revenue by 30% and a 95% client retention rate, provides tangible evidence of Daisy’s success and reliability in exceeding targets.
- Relevant Certifications: Highlighting industry-recognised certifications, such as the Digital Media Sales Certification and training in Pharmaceutical Advertising, positions Daisy as a well-qualified candidate within the specialised digital media and pharma landscape.
Sales Person for Automotive Sector
- Highlighting Certifications and Courses: Mentioning courses like "Advanced Automotive Sales Techniques" and "Professional Negotiation Skills" showcases specialised knowledge and strategic skills relevant to sales roles in the automotive industry.
- Emphasising Achievements with Quantifiable Results: Demonstrating a proven track record of increasing sales by 30% and enhancing customer satisfaction provides concrete evidence of effectiveness in similar roles.
- Leadership and Team Management: Experience in managing a team and achieving a 15% increase in team performance highlights the ability to lead and improve team dynamics, which is essential for a Sales Executive.
- Customer Relationship Management: Documenting achievements such as maintaining a 95% customer retention rate and enhancing customer satisfaction scores is crucial for roles focused on customer service and sales excellence.
Direct Sales Person
- Industry Expertise: Highlighting over 8 years of experience in partnership development, complemented by a strong background in payments, establishes credibility and assures the employer of comprehensive industry knowledge.
- Proven Track Record: Demonstrating quantifiable achievements, such as a 30% increase in annual revenue through a strategic pipeline of partners, effectively showcases capability in delivering results.
- Strategic Skills: Emphasising skills in negotiation and relationship management, alongside strategic roles in companies like Worldpay and PayPal, underscores vital competencies in building and managing high-value partnerships.
- Relevant Education and Certifications: Featuring relevant courses, such as 'Strategic Partnerships and Ecosystem Advantage' from Wharton, positions Harry as well-versed in advanced partnership strategy, aligning with the role's requirements.
Sales Person in Retail
- Achievements and Concrete Results: Ruby Gibson effectively quantifies accomplishments such as the 25% increase in store revenue and fundraising efforts exceeding £10,000, providing clear evidence of her contributions and impact in her previous roles.
- Community Engagement: Emphasising community involvement aligns with Ruby's passion for supporting local causes, demonstrating a strong fit with organisations that prioritise social responsibility and community building.
- Leadership and Team Development: Highlighting successful training and leadership experience, including a 20% decrease in staff turnover, showcases Ruby's ability to enhance team efficiency and morale, a critical aspect of retail management.
- Retail Specific Skills: Proficiency in merchandising, inventory control, and sales optimisation are underscored with specific achievements, reinforcing Ruby's credentials and specialised expertise in the retail sector.
Sales Person for Real Estate
- Highlighting strong leadership in current and past roles, such as leading strategic sales initiatives, which resulted in substantial client acquisition and revenue growth.
- Emphasising advanced educational qualifications and relevant courses, such as the MSc in Biotechnology and strategic management courses from prestigious institutions, which align with industry-specific requirements.
- Detailing significant achievements and awards, like record sales growth and high-profile contract wins, demonstrating a proven track record of success in the life sciences sector.
- Showcasing proficiency in language skills, specifically English and French, which may be beneficial for roles that require international collaboration and communication.
Sales Person in Hospitality Industry
- Emphasise relevant experience: Highlight roles and responsibilities that directly align with the Sales Engineer position, such as technical expertise and account management, to showcase suitability for similar roles.
- Quantify achievements: Provide clear, measurable outcomes from previous roles to demonstrate the tangible impact made, such as increasing customer retention by 35% and generating £2.5M in new business.
- Showcase technical prowess: Mention specialised courses and certifications, like the Advanced Cloud Technologies course or Technical Sales Mastery Certification, to evidence technical proficiency and ongoing professional development.
- Highlight industry-specific knowledge: Reference experience within the hospitality sector, which can be crucial for roles involving technical solutions tailored to that industry, such as improving restaurant solutions and enhancing customer satisfaction.
Sales Person for Financial Services
- Florence adeptly highlights her experience with strategic growth and innovation—a vital quality for a Sales Manager role—illustrating her contribution to achieving a 20% revenue increase.
- Her ability to lead initiatives that resulted in improved market opportunity exploitation and operational efficiency demonstrates valuable leadership and management skills.
- Florence's strategic partnerships and client relationship skills are underscored by metrics such as a 15% increase in client acquisition and a 30% increase in client spend, showcasing her effectiveness in relationship management.
- Highlighting her continuous learning through courses like "Advanced Payments Strategy" and "Leadership in Financial Services" reinforces her expertise and adaptability in specialised financial environments.
Sales Person in Telecommunications
- The cover letter effectively highlights relevant certifications such as "5G Technologies and Architectures" and "Telecom Network Virtualisation Certification," which are crucial for roles in telecom sales and technology transformation.
- Emphasising key achievements such as leading a successful 5G rollout project and securing multi-year deals worth over £50 million demonstrates strategic leadership and the ability to drive substantial business growth.
- Mentioning a passion for "Telecommunications Innovation" and "Artificial Intelligence Exploration" aligns the candidate's interests with the evolving trends in the telecom industry, portraying a forward-thinking mindset that is critical for this role.
- The cover letter showcases proficiency in both English and French, presenting the candidate as versatile and appealing for roles that require bilingual communication skills, especially in international or multicultural settings.
Sales Person for Consumer Goods
- Quantitative Achievements: Joshua Patel effectively highlights his quantitative achievements, such as the 40% increase in territory performance, which portrays his capability to boost sales significantly. Quantifiable results are crucial in sales roles as they provide concrete evidence of success.
- Experience with Renowned Corporations: Experience with major companies like Nestlé, Unilever, and Coca-Cola European Partners adds substantial credibility, as these brands are known for their robust sales environments, indicating Joshua's ability to excel in high-pressure settings.
- Advanced Certifications: The mention of certifications like Retail Analytics and Advanced Sales Techniques demonstrates Joshua's commitment to continuous professional development, a vital aspect for staying ahead in dynamic sales fields.
- Strong Educational Background: Holding an MBA and a Bachelor's degree in Marketing provides a solid educational foundation, showcasing Joshua's advanced knowledge in key areas relevant to a Field Sales Executive role.
Sales Person in Publishing Industry
- Emphasising EMEA Market Expertise: The cover letter highlights significant experience and expertise in the EMEA market, making it highly relevant for roles focusing on this region, particularly where understanding local market dynamics is crucial.
- Proven Sales Growth Track Record: Demonstrating a consistent record of achieving and exceeding sales targets, such as the 23% increase in Asian territories, reinforces the applicant's capability to drive sales growth in challenging markets.
- Combining Strategic Vision with Practical Execution: Having successfully developed annual sales budgets and implemented strategic marketing campaigns shows not just strategic planning abilities, but also practical execution skills that employers find valuable.
- Highlighting Leadership in Sales Innovation: By showcasing achievements in new market development and strategic partnerships, the cover letter reflects the applicant's capacity to innovate and lead efforts in expanding sales channels and opportunities.
Sales Person for Software Services
- Specialised Skills Highlight: Emphasising expertise in both SaaS sales and healthcare technology, which aligns directly with her role and adds value to the employer's specific industry needs.
- Achievement Demonstration: Including quantifiable achievements, such as a 25% average quarterly sales target exceedance, effectively showcases the candidate's past success and potential value to the employer.
- Relevant Educational Background: Mentioning an MBA from a reputable institution signifies a strong business acumen which is beneficial for strategic sales roles.
- Continuous Learning: Highlighting courses like "Advanced SaaS Sales Techniques" demonstrates a commitment to professional growth and staying updated with industry advancements.
Sales Person in Logistics
- Emphasise industry-relevant certifications, such as the Certified Transportation Broker (CTB), which demonstrate expertise and a commitment to excellence in freight brokerage.
- Highlight the ability to significantly boost revenues and client engagement through strategic sales initiatives, as evidenced by achievements such as a 150% sales increase and the execution of effective LinkedIn marketing campaigns.
- Detail experience in managing client relationships and negotiating contracts, showcasing capabilities in maintaining high client retention rates and securing substantial contracts with major retailers.
- Underline proven expertise in logistics optimisation, such as reducing costs and delivery times, which reflects an aptitude for enhancing operational efficiency and customer satisfaction.
Sales Person for Energy Sector
- Emphasising proficiency in customer-centric strategies and IT literacy can be beneficial, given that these skills are closely tied to enhancing client interactions and streamlining processes.
- Highlighting experiences such as exceeding sales targets and implementing effective client retention strategies showcases the candidate's proven ability to drive and maintain business growth.
- Demonstrating a strong track record in leadership roles, such as mentoring junior sales team members, can be crucial for roles involving team management or development.
- Mentioning relevant certifications, such as the Certificate in Insurance from the Chartered Insurance Institute, aligns the candidate's qualifications with the specialised requirements of the insurance sales executive role.
Sales Person in Fashion Industry
- Highlighting Achievements: It effectively showcases specific achievements such as increasing the customer base by 30% and consistently surpassing sales targets, demonstrating the applicant's proven track record in improving performance.
- Relevant Skills & Tools: The cover letter emphasises expertise in CRM systems like Salesforce, which is crucial for a role focused on telesales and customer relationship management, ensuring data accuracy and operational efficiency.
- Interpersonal and Communication Skills: It underlines strong interpersonal and communication skills, essential for negotiating and maintaining customer relationships, which are key elements for success in sales roles.
- Industry-Specific Education and Training: The inclusion of an MBA and a BSc in Marketing, coupled with relevant certifications in CRM and sales strategies, highlights the candidate's specialised education pertinent to the sales industry.
Sales Person for Healthcare Services
- Alignment with Role: The cover letter effectively highlights the candidate's expertise in cloud healthcare solutions and CRM as being central to their professional identity, aligning directly with the requirements for a sales professional in this niche.
- Tangible Achievements: The letter details specific performance metrics such as increasing quarterly sales by 25% and achieving 150% of the annual sales target, providing concrete evidence of past success and capability to meet business goals.
- Relevant Certifications and Courses: Drawing attention to courses like "Advanced Salesforce Techniques" and "Effective Negotiation Strategies" positions the candidate as proactively engaged in continuing professional development, which is crucial in a fast-evolving technology sales environment.
- Transferable Skills: Highlighting skills such as pipeline management, lead generation, and contract negotiation showcases the candidate's comprehensive skill set in sales, strengthening their applicability to the role.
Sales Person cover letter example
Elsie Murray
Portsmouth
+44 1234 567890
help@enhancv.com
Dear Hiring Manager,
Having closely followed the developments within your company, I am impressed by your commitment to innovation within the agricultural equipment sector. My professional journey and academic background uniquely align with the skills requisites at your esteemed organization.
At Greenfield Agri Solutions, I consistently exceeded quarterly sales targets by 20% through effective customer engagement and strategic product demonstrations. One notable accomplishment was initiating a partnership with a local financing firm that increased our sales volume by over £100K, showcasing my negotiation capabilities and understanding of financial solutions in equipment purchasing.
I am eager to bring my expertise in sales negotiation and passion for agricultural technology to your company. I would welcome the opportunity to further discuss how I might contribute to your team’s continued success. Thank you for considering my application, and I look forward to the chance to speak with you.
Sincerely,
Elsie Murray, Sales Specialist
What’s great about this cover letter:
- Highlighting specific achievements in increasing sales targets, such as consistently surpassing quarterly goals, to demonstrate a direct impact on the company's bottom line.
- Emphasizing the ability to form strategic partnerships that add value to the company’s offerings, such as working with financing firms to boost sales.
- Showcasing a passion for innovation within the agricultural sector, aligning with the company’s core mission and indicating a good cultural fit.
- Expressing eagerness to contribute to teams and projects, indicating a proactive approach and readiness to add value immediately.
Importance of cover letters in the United Kingdom
Cover letters are a crucial tool in making your application personal and engaging.
Here are three reasons why they matter:
- Personalisation: Unlike a CV, a cover letter allows you to show your enthusiasm for the role, giving a more personal insight.
- Addresses details about your career: Whether you’re changing careers or have gaps in employment, your cover letter offers a space to explain these in a constructive way.
- Meeting the job requirements: Your cover letter should be unique and tailored, clearly showing how your skills align with the role requirements.
What UK employers expect from a cover letter
Your UK employers will appreciate your application if you've taken the effort to tailor your cover letter to their job requirements.
Here’s how to ensure yours ticks all the right boxes:
- Research the company thoroughly: It's not enough to have only read the job advert. Look into the company's history, products, services, and recent achievements to demonstrate your genuine interest and knowledge.
- Connect with the company’s values: Every company has core principles that shape its culture and operations. Identify these values and use your cover letter to show how they align with your professional conduct and ethics.
- Emphasise your relevant skills: Highlight specific skills that match the job description and are most in demand. Use examples from your previous experience to support your claims and set yourself apart from other candidates.
How to format a sales person cover letter
Your cover letter is your opportunity to make a strong impression, so its structure must be professional and clear.
Here's an overview of how a UK cover letter should be structured:
- Begin with your address and contact details at the top.
- Include the employer’s name and address directly below.
- Add the date to the left or right of the page.
- Use an appropriate greeting, such as 'Dear Mr Smith' or 'Dear Sir/Madam.'
- Open with a strong introductory paragraph.
- Develop your points in the middle paragraphs, focusing on relevant skills and experience.
- Close with a concise conclusion, reiterating your interest and suitability for the role.
- Sign off formally with your name and signature.
The software used to match your profile to the job, Applicant Tracking Systems (ATS), won’t scan your cover letter. Instead, the cover letter reads as a more personalised note to the recruiter.
When it comes to choosing a font, consider modern options like Lato, Rubik, or Chivo, which should also be applied to your CV to maintain a consistent appearance.
Additionally, your cover letter should be single-spaced with 1-inch (2.5 cm) margins on all sides (our templates are pre-set with these specifications so you can focus on your cover letter content).
Finally, always send your cover letter as a PDF to preserve the formatting and prevent edits.
How to write your sales person cover letter salutation
Now it's time to make it personal—in your cover letter greeting, you should always address the hiring manager directly. Whenever possible, use their name, depending on how well you know them (e.g., 'Dear Mr Smith', 'Dear Abbie').
You can find their name by searching on LinkedIn (start by looking for the job posting and the recruiter), visiting the 'About' page of the company's website, or by calling reception or administration to enquire.
How to write your sales person cover letter intro
While your cover letter should remain professional, adding a touch of personality or humour can make you stand out.
Hiring managers sift through countless applications, day in and day out. Anything unique or personable that grabs their attention could give you a competitive edge.
But do your homework first to ensure a dash of creativity would be appropriate and suitable to the company culture.
Cover Letter Intro
As a sales professional deeply impressed by [Company Name]'s commitment to sustainable innovations, I am drawn to join your team where my knack for building meaningful client relationships can align with your mission to deliver environmentally conscious solutions.
RIGHT
How to write your sales person cover letter body
You’ve personalised your greeting and introduction—now it’s time to focus on writing the body of your cover letter.
Instead of listing off skills and responsibilities from your CV, focus on one career highlight that’s relevant to the role.
Use your hard and soft skills, success metrics (e.g., percentages or sales figures), and the long-term impact it had on the company.
A concise, well-told story centred on your value as a candidate will make a strong impression.
Cover Letter Body
During my tenure at XYZ Enterprises, I spearheaded a challenging market expansion project where I successfully increased our regional sales by an impressive 45% within a single year. This accomplishment was achieved through a strategic approach that involved meticulous market analysis, fostering robust client relationships, and leading a dynamic sales team with unwavering commitment. Utilising my analytical skills to interpret market trends, I identified and capitalised on new business opportunities, which significantly boosted our customer base and revenue stream. Furthermore, my ability to nurture client relations played a pivotal role in not only retaining existing clients but also in securing key accounts, driving company growth in a competitive marketplace. My dedication to achieving targets and developing innovative sales strategies was instrumental in achieving these outstanding results.
RIGHT
How to write a closing paragraph
When ending your cover letter, you have two options:
Option one is to promise how you’d contribute to the organisation—whether that’s improving a target or achieving a specific goal—or how the company could help you grow professionally. Always emphasise the tangible impact you can deliver.
The second option is to close by asking when you can expect to hear back from the hiring managers, whether for an update or to arrange an interview.
Cover Letter Closing
Thank you for considering my application for the Sales Position at your esteemed organisation. I am enthusiastic about the opportunity to bring my skills in relationship building and innovative sales strategies to your team. I am keen to further discuss how I can contribute to the success and growth of your company.
I am looking forward to the prospect of an interview to explore this exciting opportunity in greater detail. Please do not hesitate to contact me at your earliest convenience to arrange a suitable time. Thank you once again for your time and consideration.
Yours sincerely,
[Your Name]
RIGHT
Conclusion
Crafting an engaging cover letter can significantly enhance the effectiveness of your job application. Always personalise your letter by addressing the hiring manager directly and linking your qualifications to the role's requirements.
Highlight relevant achievements that set you apart and demonstrate your enthusiasm for the company. Maintain a professional format that complements your CV, creating a cohesive and polished application.
