sample of sales representative cover letter

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5 Sales Representative Cover Letter Examples for 2024

• Sales Representative Cover Letter
• Sales Representative Cover Letters by Role
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When customers are trying to make a decision, you help move the needle to get them to choose your company over the competitor. You manage customer relations, lead outreach, and conversion optimization strategies to ensure company sales goals become a reality.

Now, it’s time to help you achieve your career goals by optimizing your cover letter.

As a sales pro, you know that presentation is key, but you may struggle to achieve the right balance of job skills and work experience in your cover letter. We’re here to help with our sales representative cover letter examples that will provide you with a template for success.

Sales Representative Cover Letter Example

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Copy this text for your sales representative cover letter example!

123 Fictional Avenue Tampa, FL 33611 (123) 456-7890

September 20, 2023

Harper Jones Nielsen 123 Fictional Lane Tampa, FL 33611

Dear Ms. Jones:

Captivated by Nielsen’s steadfast dedication to pioneering innovation, I’m eager to apply my sales expertise toward making significant progress, one business prospect at a time. Passionate about unraveling the sales landscape’s complexities and unveiling growth-centric solutions, I’m excited to support Nielsen’s mission to comprehend global consumers and bring my diverse skill set to your dynamic team.

At Baldwin Risk Partners, my proficiency in Microsoft Excel carved out a pathway for maintaining precise records and assessing data for business insight. Steered by a steadfast pursuit of efficiency, I streamlined data workflows and triggered a 27% increase in productivity and a 33% decrease in error rates.

While serving Accusoft, my tactical prowess in prospecting and lead nurturing amplified our customer spectrum, unveiling 62 promising leads via Zoho and HubSpot. This proactive approach sparked a robust 43% quarter-over-quarter sales increment.

My experience at Chadwell Supply allowed me to demonstrate my expertise in sales forecasting. Leveraging predictive analytics tools like Power BI helped optimize inventory management and operational planning, reducing overstock instances by 37% and helping avoid stock-outs.

Nielsen’s vision for collaboration and innovation mirrors my ethos, and I’m thrilled at the opportunity to harness my skills towards your objective of providing businesses with pivotal market insights. Confident of making a vital impact with my acumen, I am eager to discuss how I can add value to Nielsen. Thank you for considering my application.

Amara Melese

Enclosures: Resume Application 2 letters of recommendation Sales Portfolio

Why this cover letter works

• Detail your professional experiences, citing quantified successes such as sales growth, overstock reduction, and generated leads. And along with showcasing proficiency with industry tools like Power BI, conclude with genuine eagerness to work with the company.

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Pharmaceutical Sales Representative Cover Letter Example

Copy this text for your pharmaceutical sales rep cover letter!

123 Fictional Avenue New York, NY 10031 (123) 456-7890

February 19, 2024

Samuel Anderson Johnson & Johnson 123 Fictional Avenue New York, NY 10031

Dear Mr. Anderson:

Upon reading the job description for the role of pharmaceutical sales representative at Johnson & Johnson, I am certain that my sales background and strong understanding of the pharmaceutical industry will prove to be valuable to your firm. I have learned from the description that your esteemed firm requires a passionate and organized sales professional – which I believe perfectly describes my set of skills.

As a sales representative at Teva Pharmaceuticals, I have been able to outperform sign-up targets by 12% but also positioned myself within the top 7% of sales representatives across the region in both 2022 and 2023. I was even praised by stakeholders for my ability to nurture long-term customer loyalty which helped shrink negative reviews by 36% – highlighting my commitment to delivering quality customer service and achieving sales excellence.

In my previous position at Alnylam Pharmaceuticals, I was responsible for crafting presentations in a way that depicts elaborate medical information into compelling narratives. As a result, this unique approach has gained a remarkable 41% uptick in client engagement for our cardiovascular product line.

Furthermore, my tenure at Ipsen Biopharmaceuticals showcased my keen eye for industry trends and competitor strategies that has been instrumental in navigating market shifts, allowing us to adjust our strategies proactively. By implementing a dynamic sales approach that adapts to market feedback and competitor movements, I successfully led a campaign that expanded our market share by 18% within a single fiscal year.

My interpersonal communication skills, attention to detail, and customer relationship management are critical assets I would bring to the Johnson & Johnson team. Thank you for considering my application.

• A strong introductory paragraph should include why your skills are a good match for the company you’re applying to and the value you’re bringing if on board. You can write how your application fits the match they’ve mentioned in the job description.

Inside Sales Representative Cover Letter Example

Copy this text for your inside sales representative cover letter!

123 Fictional Avenue Redmond, WA 98052 (123) 456-7890

Teresa Davis NTT Ltd. 123 Fictional Lane Redmond, WA 98052

Dear Ms. Davis:

I am writing to express my keen interest in the inside sales representative position at NTT. From possessing a solid foundation in sales and technical support to having completed my bachelor’s degree from the University of Washington, my skill sets align perfectly with this role.

Firstly, my most recent experience at Aduro consisted of handling customer inquiries and streamlining the internal sales process which equipped me with the experience necessary for driving NTT’s sales objectives forward. I also successfully exceeded my monthly targets through telephone marketing, maintaining an average lead conversion rate of 11%.

At Redapt, my biggest achievement was successfully expanding the sales territories which contributed to $1.3M in annual revenue. This achievement was a result of my ability to build and nurture client relationships, a skill I understand is imperative for the success at NTT.

In addition, my proficiency in using advanced CRM software allowed me to organize the lead qualification process, enhance customer interactions, and proactively reach out to customers through consistent follow-up. This commitment to adopting innovative selling techniques, resulted in a 27% increase in qualified leads passed to our outside sales team.

My tenure at Tagboard involved working on lead generation through both inbound and outbound marketing strategies which helped convert 26% of leads into clients. My technical background in providing support and improving response times complements my technological acumen. Thank you for considering my application. I look forward to contributing to the growth of NTT.

Riley Burton

• The most important thing that any employer is going to look for in a candidate is their ability to generate revenue. Use this to your advantage. Add any instance of you using tactics like expanding sales territory or online branding to boost a company’s annual revenue.

Sales Development Representative Cover Letter Example

Copy this text for your sales development representative cover letter!

123 Fictional Avenue New Orleans, LA 70032 (123) 456-7890

Avery Williams Pan-American Life Insurance Group 123 Fictional Lane New Orleans, LA 70032

Dear Mr. Williams:

As Pan-American Life Insurance Group seeks a resourceful and diligent individual for the sales development representative position, I am eager to work collaboratively with your team, exhibiting unwavering commitment to your vision. My affinity for sales prospecting, sales analytics, and cold calling, combined with my understanding of the insurance industry, make me an ideal candidate to drive revenue and customer satisfaction in this role.

My proficiency in LinkedIn Sales Navigator, acquired during my tenure at Gillis, Ellis & Baker, bolstered my aptitude for sales prospecting. By implementing targeted outreach campaigns and leveraging local industry insights, I secured an impressive 46 new appointments, resulting in a 29% increase in annual premium income.

At Smoothie King Center, I refined my cold-calling skills, succeeding in a high-pressure, targeting-driven environment. Relying primarily on a balanced mix of direct communication and CRM tools such as Zendesk and Zoho, I converted 67 leads within six months, accounting for a 38% increase in quarterly metrics.

My experience at Stiel Insurance expanded the scope of my expertise to encompass sales analytics. Utilizing sales performance data, I conducted meticulous analyses using Tableau and Microsoft Power BI to unearth invaluable insights that contributed to developing and optimizing our sales strategy. This resulted in a 26% enhancement in pipeline conversion rates.

The shared mission of Pan-American Life Insurance Group to deliver comprehensive insurance solutions, improving financial security for individuals and businesses alike, resonates deeply with my career trajectory. My proven track record in sales prospecting through LinkedIn, cold calling, and sales analytics positions me to positively impact your company’s goals. I am eager to discuss my capabilities in greater detail and learn more about the opportunity to join your esteemed team. Thank you.

Lucas Medina

• From there, paint a clear picture of sales triumphs, from amplifying pipeline conversion rates to securing new appointments. Equally, demonstrate familiarity with industry platforms like Zendesk, Zoho, and Tableau.

Medical Sales Representative Cover Letter Example

Copy this text for your medical sales representative cover letter!

123 Fictional Avenue Honolulu, HI 96808 (123) 456-7890

Ethan Moore Johnson & Johnson 123 Fictional Lane Honolulu, HI 96808

Dear Mr. Moore:

With an unwavering commitment to healthcare advancements, a strong mastery of medical sales, and a proven track record of driving growth in the Honolulu Healthcare market, I am excited to bring a fusion of creative solutions, regulatory finesse, and more to Johnson & Johnson. This represents a meaningful opportunity where my expertise intersects with Johnson & Johnson’s high standards, fostering a conducive environment to provide superior outcomes in medical sales.

My tenure at Hawaii Pacific Health allowed me to demonstrate my strong understanding of healthcare industry regulations. I successfully navigated the complexities of compliance requirements and quality control standards to manage a portfolio of over 83 medical products. Our client satisfaction rates rose by 24% during my tenure, attesting to the efficacy of my approach.

At Pacific Biotech SAS, I honed my competitor analysis skills, providing my team with strategic insights that drove sales and product development. Using assessments like SWOT and PESTEL analysis, alongside market research software such as Qualtrics, I dissected competitors’ strengths and weaknesses. This informed approach led to the introduction of two high-demand medical devices into our lineup, which subsequently contributed to a 22% increase in annual revenue.

During my time at ACE Medical, my knowledge of pharmacology proved invaluable in marketing pharmaceutical products. This expertise was reflected in the successful launch of three new pharmaceutical products within one fiscal year, each achieving sales surpassing the industry average by at least 28%.

My passion for delivering quality healthcare solutions aligns well with Johnson & Johnson’s commitment to profoundly change the trajectory of health for humanity. I am excited about applying my skills in healthcare industry regulations, competitor analysis, and pharmacology to contribute to your esteemed company. Discussing further how I could add value to your team is an opportunity I warmly welcome. Thank you for your time and consideration.

Ingrid Nilsson

• Restating your interest in the role and welcoming further conversation is a welcome way to conclude your medical sales representative cover letter.

Related cover letter examples

• Sales representative resume
• Sales associate
• Sales manager

How to Write a Sales Representative Cover Letter That Stands Out

When strategizing your sales pitch, you know you need to find that “it factor” that makes your product or service stand out to the consumer. You’ll want to take a similar strategic approach with your cover letter. 

In a selling situation, showing how your product solves customer pain points often puts you over the top. You can the same with your cover letter by reviewing the job description and outlining how your strategic selling strategies will fit perfectly with the company’s mission.

Optimize your sales representative cover letter’s greeting and intro

A great way to open is by addressing a specific hiring manager by name. You can often find a contact person in the job description or on the company’s website. This will work wonders, just like learning a customer’s name helps personalize your interaction. 

Once you get into the opening paragraph, you can hook attention further by relating to the company’s mission and key skills they’re seeking in the sales rep position. For instance, you could explain how your consultative selling approach will help the company achieve its objective of boosting sales volume while providing an extraordinary customer experience. 

Avoid being too generic, like the example below that doesn’t provide enough specific details about what the company is looking for in sales rep applicants.

Yikes, overly generic! 

Hello Mr. Richardson,

I saw your job listing for a sales representative, and I thought my skills would be the perfect fit for your needs. This sounds like a great company, so I would be thrilled to join your impressive sales team. 

Instead, try to write an opener like the one below that presents specific job skills like prospecting, sales analytics, and cold calling that Pan-American Life Insurance Group is seeking in the position. 

An excellent opener relating to key skills! 

Dear Mr. Williams,

Show your sales abilities in the body of your cover letter

You’ve written an exceptional opener, but there’s still more work that needs to be done to show companies you’re the sales pro they need. It’s just like providing customers with the right metrics to show that your product is the reliable solution they’re looking for. 

Speaking of metrics, the sales field uses plenty that you should include within examples of past work experience you list in this section. For instance, you could talk about how you implemented a new lead nurturing strategy that boosted end-of-funnel conversions by 42%. 

If you don’t have a ton of sales-related experience, you could also include any experiences utilizing transferable skills like customer service or any knowledge you’ve picked up through relevant education like a marketing degree. 

A detailed body paragraph showing sales achievements! 

Write a top-performing closer for your sales representative cover letter

Once you get into the closing paragraph, it’s time to round out the information you’ve covered by relating back to the company’s mission and the skills you emphasized. It’s the same as rephrasing details you covered in a sales presentation to ensure customers remember what stood out. 

You should also thank the hiring manager for their time and end with a call to action, just like you would in every sales pitch. However, remember to keep the CTA light in cover letters, such as “I look forward to discussing this position with you further.” 

The closer below misses the mark on many aspects since it doesn’t relate to any essential elements of the sales rep position.

Lacking information in this one! 

I believe my experience and education make me a great fit to be your next sales representative. I look forward to discussing this position in more detail with you soon. 

Jasmine Davis

Instead, write a closer like the one below that relates back to Johnson & Johnson’s mission while citing key skills like competitor analysis that they’re seeking in the position. 

A well-rounded closer based on company needs! 

If you can’t find a sales hiring manager’s name, simply leading with “Dear [name of company] hiring team” still works well. Just ensure the rest of your cover letter is highly specific to the company’s mission and skills they’re seeking, like lead gen or cold calling. 

As with your sales representative resume , one page will be the optimal length. You want to keep it concise and relevant to the company’s primary needs, like consultative selling or product presentations, to ensure you catch the hiring manager’s attention. 

You can keep a similar structure for each sales rep cover letter you write, but the details should be uniquely written to each company’s mission or needs. It’ll help you optimize for success when one company focuses on cold calling, whereas another emphasizes event marketing. 

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Sales Representative cover letter example

Cover letter header

Cover letter greeting, cover letter introduction, cover letter middle part (body), how to close a sales rep cover letter (conclusion and sign-off).

For Sales Representative novices and veterans alike who are pursuing a new job, the value of a well-crafted cover letter cannot be overemphasized. Even if there is no application requirement to submit a cover letter along with your resume, opting not to include one makes no sense for those who are serious about their next career move. 

In fact, you could be doing yourself a disservice by overlooking the resume’s inherent limitations. As Hays global recruiting agency advises job seekers, cover letters can make all the difference in compensating for what resumes tend to lack in the way of personality and context. “So use the cover letter as your opportunity to add depth and dimension to the sort of candidate that you are.”

Yes, your resume is designed to function as a stand-alone document in outlining essential job qualifications and background. But the potential to influence recruiters is greatly diminished without a cover letter, which has a distinctively different but complementary purpose: to introduce yourself in a manner that is at once more directly informal and readily engaging. 

Sales Representatives who have mastered the art and science of positive first impressions can well appreciate that cover letters are like an extended handshake in writing … a throwback to the days when job hunters would walk into an office with no appointment and ask if the employer was hiring before leaving their resume at the front desk.

This guide, incorporating a Sales Representative cover letter example, looks at the following aspects of writing a winning cover letter:

• The best format for a cover letter and components it should include
• How to maximize the impact of each cover letter part: header, greeting, introduction, body and conclusion
• Writing psychology to reveal the person inside the professional (backed up by cover letter samples of actual writing).

Best format for a Sales Representative cover letter

What’s the difference between a winning sales presentation and an outstanding Sales Representative cover letter? The short answer is a well-chosen format that includes all the necessary components plus the writing style to maximize the effect of each section.

Consistently apply this cover letter format containing these components in the same order:

• Letter introduction
• Cover letter middle paragraphs (body)
• Cover letter ending (conclusion / call to action + sign-off).

There is no magic formula for cover letter writing, any more than your best sales presentation is cooked up from a secret recipe. But there is a proven, simple cover letter writing approach that starts with keeping it simple and keeping it short: 300 to 400 words, never exceeding a single page and with ample white space for ease of reading.

According to hubspot.com , an effective sales presentation tells a compelling story, highlights your value proposition, aligns with your audience's needs and desires and ends with a strong call-to-action. 

Below is a cover letter example that you can use as basic inspiration for your own application document. Alternatively, you can take the cover letter sample writing if it’s particularly applicable to your own experience (just remember to make it unique, there’s nothing worse than a copy-pasted cover letter).

Dear Ms. Underhill,

With a seasonal product such as garden furniture, you need a sales rep who can go into marketing mode for half a year and sales mode for the other half. Having been a rep for two gardening manufacturers previously, I understand the investment that this requires.

My career began with a sales management degree from Northwestern University and a graduate placement selling hot tubs. It was a perfect introduction to selling a high-value seasonal product and many conferences and events later, I had perfected my sales pitch. In my first two years as a sales rep, I skyrocketed my region’s sales by 80%, attracted 55 more customers and won the national sales prize in my second year.

I have just left a role with your competitor due to a change of company ownership – they brought in their own sales team. This was disappointing, as I took great pleasure in eating away at your market share (the net gain for my previous employer was 6%), but after an acrimonious exit and on finishing my gardening leave, I am keen to stay in garden furniture and feel that my three years of direct experience will prove useful.

My accomplishments there are readily transferable:

• Developed a marketing brochure that increased ATV by 35% on tables and chairs.
• Cultivated a sophisticated sales pipeline, including social media in the sales funnel.
• Negotiated payment terms from 60 days to 51 days on average.
• Sourced new products at exhibitions and sourcing trips with the company buyer.

I know that we have met before, but as I was a rival rather than a potential hire, I hope that the current circumstances may be a little more interesting. I would love the opportunity of an interview to discuss the market and how I might contribute to your sales team.

Tyler Bellinger

As you can see, this cover letter example bridges the gap between a human connection and a professional track-record. While the cover letter sample writing may not be applicable to your own personal story, you can take the methods used here to enrich your own application letter.

We invite you to browse through these sales-related cover letter examples:

• Sales Executive cover letter sample
• Sales Manager cover letter sample
• Sales Assistant cover letter sample
• Account Manager cover letter sample
• Sales Associate cover letter sample
• Sales cover letter sample

Just as a sales presentation incorporates visually appealing design elements to create a distinctive identity and consistent look, your cover letter header provides another opportunity to stand out and stay readily accessible. An eye-catching advantage can win your cover letter more than a passing glance in the crowd of many others. 

But the header’s importance is practical as well as esthetic. As the place where your name, occupation and contact information appears clearly and prominently, it ensures anyone in the hiring manager’s office, department, or organization can readily identify where your job application came from and how to reach you easily. It’s not unusual for printed copies of a cover letter to go missing on someone’s desk, or even for an electronic file to end up in the wrong online or downloads folder, thus giving the header a useful ID label purpose. 

A matching pair

It’s not unheard of for a cover letter to become separated from the corresponding resume in a busy hiring staff office. So making them a matched pair makes good sense: one or the other is easier to spot and recognize as belonging to you. 

A matching Sales Representative cover letter and resume reinforces you have your act together down to every polished detail. It’s one more way to illustrate your regard for the target audience of a sales presentation —  in this case the recruiter on the receiving end of your job application. You understand not only what the employer needs and wants from a top-flight sales representative, but how to make it easy for the recruiter to literally see right away what you have to offer.

If you are stuck for ideas or time, check out the dozens of cover letter samples and cover letter templates available at resume.io. Click on the most appealing cover letter example, type in your replacement text, and that’s it. Your cover letter design and formatting step is done. It’s just as easy to come up with a matching cover letter and resume pair this way.

Whatever document style you go with this time, you will naturally want to change it up next time. Again, you can’t go wrong with a customizable template from resume.io.

Aim of the cover letter header: Stand out in the crowd of job applicants by attracting the right brand of visual attention. Convey that you are a polished Sales Representative with regard for detail and accessibility in delivering the whole integrated package.

Nothing could be simpler than to properly address a cover letter greeting, except for the kind of slips that can happen by taking that simplicity for granted. We are guessing that won’t happen to you, being a Sales Representative, especially if you start off with “Dear …” 

As you can see from the cover letter sample presented at the start of the article, “Dear ...” is usually the most failsafe and widely accepted business letter salutation. It’s courteous and respectful, without sounding too stuffy, and almost always appropriate. Alternatives such as “Greetings,” “Hello” or “Hi” may be fine in some circumstances but use discretion regarding the company, culture or familiarity with the person being addressed.

What comes next — “Dear < who >”? 

A job applicant’s cover letter should always be addressed to a specific person if the recipient’s name can be determined. However, unless it’s someone you know personally or well enough to address on a first-name basis, the correct form of greeting is “Dear Mr. Black” or “Dear Ms. Blanco.”

Most Sales representatives have likely heard different versions of this customer service advice hundreds of times, as author and speaker Jeff Mowatt puts it: “If you deal with customers, the two most important words are not please or thank you, but are your customer’s first and last names.“ 

The same evidence-based psychological principle — from infancy, our brain is hardwired to respond positively to the sound of our own name — applies to cover letter greetings. The proper business communication form is “Dear Mr. or Ms. Surname.”

If you are unsure or have no idea who your cover letter should be addressed to, make every reasonable effort to find out. First check the job listing to see if any contact information is provided for the hiring manager (or other cover letter recipient). Failing that, check the company’s website and other online sources such as LinkedIn or industry-related sites.

As a last resort, these workarounds are preferable to the generic cover letter examples of  “To Whom It May Concern.” Even if you can’t come up with anyone’s name, a greeting along these lines at least indicates your cover letter is targeting a specific employer and/or position: “Dear Company Name Hiring Manager,” “Dear Department Name Recruitment Officer” or “Dear Job Title Hiring Team.” 

Aim of the cover letter greeting / salutation: Addressing the hiring manager (or other recipient) by name is professionally appropriate while also creating a personal connection with the employer.

Next up is a cover letter introduction designed to resonate right away. When it comes to sales introductions, you’ve learned how to hit the mark every time with a customer-winning first impression. How can your cover letter introduction win the chance to show and tell that to your next employer?  Consider how this cover letter sample intro immediately shows you understand the employer’s needs and priorities:

You probably learned from some top-notch trainers and read all the right books on rapport-triggering sales openers. Maybe you could write a book or two yourself on how to gain sustained attention from customers within minutes of an introductory greeting that is equal parts personable and professional. But you only have a few carefully worded opening lines in a cover letter to catch and hold the hiring manager’s interest for longer than the few seconds spent skimming on average. 

• Awaken this hiring manager’s interest in you as an interview-worthy applicant.
• Why do you want this sales opportunity? What motivates you to make this your next career move?
• Why would you be perfect for this job? What blend of talent, personality, experience and work ethic do you bring to the table
• Shift perspectives:“what’s in it for this employer?”
• Provoke enough curiosity in the recruiting manager to keep reading more. Make it all about “what’s in it for you (sales representative job applicant)?”
• Waste your breath stating the obvious: “I am applying for the administrative officer position at ABC Inc., as advertised on DEF.”
• Make it all about “what’s in it for you (Sales Representative job applicant)?”
• The person reading your cover letter already knows that, and is also quite aware of your motives in expressing an interest in this job: you want an interview!
• Squeeze too much information that discloses too much of your story in the cover letter introduction.

Aim of the cover letter introduction: Grab the recruiter’s attention by focusing your strongest  selling suit on what the job and the employer require.

Just as an effective sales presentation gains traction in the middle section, the cover letter body carries on with highlights of your compelling success story. You’ve got this! That is, as long as keep the focus where it belongs: not on yourself but on your audience. Normally that would be the customer, but here it’s the employer you are trying to convince. What does this employer need and what advantage do you offer over other Sales Representatives whose resumes might appear to measure up just as well?  Check out how our cover letter example quickly emphasized facts and figures to prove the candidate’s record in the cover letter middle paragraph: In my first two years as a sales rep, I skyrocketed my region’s sales by 80%, attracted 55 more customers and won the national sales prize in my second year.

Pull substance from your resume but never in such a way that replicates or rehashes the content. Your cover letter is the place to add meaningful context and interpretation. Obviously, your sales track record holds the center-stage spotlight from various angles. Financial profits and market share growth are easy to quantify in dollar amounts. But flesh in this section of your cover letter with anecdotes for added color and shade. Showcase your special talents and interests. Let your personality shine through — especially your passion for the products or services you believe in wholeheartedly and the people you interact with on all sides of the selling process.

Drawn from interviews with a cross-section of leading business experts, Business News Daily compiled this list of 14 traits that most successful salespeople have in common .

These sales professionals:

• care about the customer's interests
• are confident
• are always on
• are resilient
• are extroverted
• are good listeners
• are multi-taskers
• provide insight
• are persistent
• are focused
• are optimistic and upbeat
• have a broad worldview and cultural understanding

Aim of the cover letter body: Illustrate how this employer would benefit from your contributions as a seasoned sales representative with an outstanding track record.

Perhaps the tightest parallel between a sales presentation and a Sales Representative cover letter lies in the closing. The purpose in each case is to provide an ending that actually aims to secure, rather than conclude, the relationship. The tone of both is persuasive, confident and upbeat, with the door left open for further interaction and follow-up.

However, that does not mean the fate of your job application should be left up in the air by a cover letter conclusion that is too open-ended. If the hiring manager is still reading at this point, your cover letter has already scored some big wins towards the desired outcome: an interview. So what happens now? How do you want the recruiter to feel, think and respond as you wrap up the closing?

Let’s go back and see how we closed our cover letter sample:

What every cover letter requires in the final paragraph, just like every effective sales pitch, is a call to action. Before signing off, you need to gently but firmly nudge the employer in the direction of inviting you for an interview. And that’s it! You can now sign off with a simple closing salutation like “Sincerely,” above your name.  “Best regards” or even “Best,” are fine also. 

Aim of the cover letter closing: End on an enthusiastic note that implies you anticipate the hiring manager will be in touch soon.

Writing and selling psychology

This guide has drawn comparisons between a winning sales presentation and an effective cover letter. In both instances, the perspective and needs of the target audience  — customer and employer, respectively — should take precedence. 

Listening skills are the key to making that connection, Timothy Tolan, Tolan Group CEO and managing partner, told a Business News Daily interviewer, “Great salespeople sell solutions to problems, and they do that by understanding and listening to the customer."

In the same article, Mark Stevens, CEO of Almost Science , spoke about subtlety as a selling trait: "Great salespeople never look like they are selling anything. They are educating, instilling faith and confidence. They are quietly and invisibly demonstrating why customers should believe in them and, in turn, buy from them." 

Infusing personality into a sales pitch or cover letter can enhance their effectiveness as communication tools.

Renowned personal and professional development leader Brian Tracy contends,“Your personality is more important than your product knowledge and your selling skills. So focus on continuous improvement, and become a well-read professional.”

Psychological insights into storytelling as a selling technique are also interesting and potentially helpful when writing a persuasive cover letter. 

Matt Sunshine at hubspot.com explains: “The power of storytelling stems from our ability to empathize with characters who face familiar challenges, persevere, and overcome. In a salesperson’s case, you’re trying to sell a product or service through that same medium. Storytelling humanizes your pitch and process, and it creates lasting connections with prospective customers.”

Key takeaways

• Sales presentations and Sales Representative cover letters have common ground, notably the persuasive goals, target audience angle and opportunity to let elements of personality shine through.
• The need to establish an immediate direct connection with the hiring manager in your cover letter by addressing the employer’s needs is crucial.
• Taking the employer’s perspective gives job applicants an edge over candidates whose approach is relatively impersonal and generic.
• Like an effective sales closing, every cover letter should conclude with a call to action encouraging the recruiter to respond with an interview invitation.
• Use our sales cover letter examples .

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