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 | |

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

Dear Mr. Gerry Ringgold,

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.

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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,

[Applicant Name]

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.

Published on Oct. 21, 2022

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.

All sales manager cover letter examples

PepsiCo Sales Intelligence Manager Cover Letter Sample
PepsiCo Sales Intelligence Manager Cover Letter Sample

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