How to Write a Sales Manager Cover Letter (With Example)

Learn how to write a Sales Manager cover letter with practical tips and a detailed example. This guide offers actionable advice to help you highlight your skills and experience, ensuring that your cover letter stands out and captures the reader's attention. Get the tools you need to effectively showcase your qualifications.

A good cover letter can make a big difference when applying for a sales manager job. It's the first thing employers see, so it needs to grab their attention. Writing a cover letter might seem hard, but with the right approach, you can create one that shows why you're the best person for the job.

A sales manager cover letter should highlight your skills in leading teams, meeting sales goals, and working with customers. It's your chance to show that you understand what the company needs and how you can help them succeed. By writing a strong cover letter, you increase your chances of getting an interview and landing the job you want.

In this article, we'll guide you through the process of writing a sales manager cover letter. We'll explain what to include, how to structure it, and give you tips to make your letter stand out. Whether you're new to sales management or have years of experience, these tips will help you create a cover letter that gets results. By the end of this article, you'll have the knowledge and tools to write a cover letter that showcases your skills and makes employers want to learn more about you.

Sales Manager Cover Letter Example

Harry Castro
(901) 933-6523
Larry May
Hiring Manager
Cisco Systems

Dear Larry May,

I am writing to express my strong interest in the Sales Manager position at Cisco Systems. With a proven track record in sales leadership and a passion for driving results, I am confident in my ability to contribute significantly to your team's success.

As a seasoned sales professional, I have consistently exceeded targets and developed high-performing teams throughout my career. My experience includes implementing innovative sales strategies, cultivating key client relationships, and adapting to rapidly changing market conditions – skills that align perfectly with Cisco's reputation for cutting-edge technology solutions.

I am particularly drawn to Cisco's commitment to digital transformation and its role in shaping the future of networking and IT infrastructure. Your company's focus on innovation and customer-centric approach resonates with my own professional philosophy. I am excited about the opportunity to leverage my expertise in building and motivating sales teams to further Cisco's market leadership.

In my previous roles, I have: • Increased sales revenue by 30% year-over-year through strategic account planning and team development • Implemented a CRM system that improved lead conversion rates by 25% • Consistently achieved 120% of annual sales quotas for five consecutive years

I am confident that my leadership style, coupled with my understanding of complex B2B sales cycles, would make me a valuable asset to your sales organization. I am eager to contribute to Cisco's continued growth and success in the competitive tech landscape.

Thank you for considering my application. I look forward to the opportunity to discuss how my skills and experience can benefit Cisco Systems.


Harry Castro

How to Write & Format a Cover Letter Header

The header of your sales manager cover letter is the first thing a hiring manager sees, so it's crucial to make a strong first impression. This section should be clean, professional, and contain all the necessary contact information for both you and the employer.

Your Contact Information

Begin by listing your full name, address, phone number, and email address. Make sure your email address is professional and appropriate for job applications. If you have a LinkedIn profile or personal website relevant to your sales career, you can include those as well.


Skip a line and include the current date. This helps establish a timeline for your application and shows attention to detail.

Employer's Contact Information

Next, add the recipient's information. Include the name of the hiring manager or recruiter if you have it. If not, you can address it to the head of the sales department or use a general salutation. Include the company name and address.


Finally, add a professional greeting. If you know the name of the recipient, use "Dear Mr./Ms. [Last Name]:". If you don't have a specific name, "Dear Hiring Manager:" or "Dear Sales Department:" are acceptable alternatives.

Remember, consistency in formatting is key. Use the same font and font size throughout your cover letter, and align all elements of the header to the left for a clean, professional look. A well-structured header sets the tone for the rest of your cover letter and demonstrates your attention to detail – a crucial skill for any sales manager.

Harry Castro
(901) 933-6523
Larry May
Hiring Manager
Cisco Systems

Greeting Your Potential Employer

After crafting a professional header, the next crucial element of your sales manager cover letter is the greeting. This section sets the tone for your letter and demonstrates your attention to detail and professionalism.

Research the recipient

Whenever possible, address your letter to a specific person. Take the time to research the company's website or LinkedIn to find the name of the hiring manager or department head. This personal touch shows initiative and helps your letter stand out.

Use a formal salutation

Begin with "Dear" followed by the recipient's title and last name. For example, "Dear Ms. Johnson" or "Dear Mr. Smith." If you're unable to find a specific name, use a general greeting such as "Dear Hiring Manager" or "Dear Sales Department."

Avoid outdated or overly casual greetings

Steer clear of outdated phrases like "To Whom It May Concern" or overly casual greetings like "Hey there." These can make your letter appear impersonal or unprofessional.

Consider gender-neutral options

If you're unsure about the recipient's gender or prefer a more inclusive approach, use their full name or a gender-neutral title. For instance, "Dear Alex Johnson" or "Dear Hiring Professional."

By crafting a thoughtful and appropriate greeting, you set a positive tone for the rest of your cover letter and demonstrate your professionalism and attention to detail – qualities that are essential for a successful sales manager.

Introducing Yourself in a Cover Letter

The introduction of your sales manager cover letter is your opportunity to make a strong first impression and grab the reader's attention. This crucial section should immediately convey your enthusiasm for the position and highlight why you're an ideal candidate.

Start with a powerful opening statement

Begin your cover letter with a compelling statement that showcases your relevant experience or achievements. This could be a brief mention of your years in sales management, a notable accomplishment, or your passion for the industry.

Express your interest in the position

Clearly state your interest in the sales manager role and the company. Demonstrate that you've done your research by mentioning specific aspects of the organization that appeal to you, such as their products, market position, or company culture.

Briefly explain why you're a great fit

In a sentence or two, summarize your key qualifications that make you an excellent candidate for the position. Focus on skills and experiences that directly relate to the job requirements outlined in the posting.

Provide a roadmap for the rest of the letter

Conclude your introduction by briefly mentioning what you'll cover in the body of your letter. This sets expectations for the reader and provides a smooth transition to the next section.

Remember to keep your introduction concise, engaging, and tailored to the specific job and company. Your goal is to entice the hiring manager to continue reading and learn more about your qualifications.

Strong Example

Dear Hiring Manager,

As a results-driven Sales Manager with over 8 years of experience in exceeding targets and building high-performing teams, I was thrilled to see the opening for a Sales Manager position at TechInnovate Solutions. My track record of increasing revenue by 35% year-over-year at my current company, combined with my passion for innovative tech products, makes me an ideal candidate to lead your sales team to new heights.

Why is this a strong example?

This is a strong cover letter introduction for several reasons. First, it immediately highlights the candidate's relevant experience and quantifiable achievements, which grab the reader's attention. The mention of '8 years of experience' and 'increasing revenue by 35%' demonstrates proven expertise. Second, it shows enthusiasm for the specific company and position, indicating research and genuine interest. Third, it connects the candidate's skills directly to the company's needs, suggesting how they can add value. The language is confident and professional, setting a positive tone for the rest of the letter. Overall, this introduction effectively combines personal qualifications, company knowledge, and enthusiasm, making it likely to engage the hiring manager and encourage further reading.

Weak Example

To whom it may concern, I am writing to apply for the Sales Manager position at your company. I have been working in sales for a few years and I think I would be a good fit for this role. I am a hard worker and I like to meet new people.

Why is this a weak example?

This is a weak example of a Cover Letter Introduction for several reasons. First, the greeting 'To whom it may concern' is impersonal and outdated, suggesting the applicant hasn't researched the company or the hiring manager. Second, the opening statement is vague and doesn't grab attention. It fails to showcase any specific achievements or unique qualifications. The language used is generic and doesn't demonstrate enthusiasm for the role or company. Additionally, the skills mentioned ('hard worker', 'like to meet new people') are cliché and don't highlight relevant sales management abilities. Overall, this introduction fails to make a strong first impression and doesn't compel the reader to continue reading the letter.

Writing the Body of Your Cover Letter

After grabbing the reader's attention with a strong introduction, the body of your sales manager cover letter is where you can really shine. This section is your opportunity to showcase your relevant skills, experiences, and achievements that make you an ideal candidate for the position.

Highlight Your Sales Expertise

Focus on your most impressive sales accomplishments, using specific metrics and numbers whenever possible. Discuss your track record in leading and motivating sales teams, developing successful sales strategies, and meeting or exceeding targets.

Demonstrate Leadership Skills

Emphasize your ability to manage and mentor sales professionals. Provide examples of how you've improved team performance, implemented training programs, or fostered a positive sales culture.

Align with Company Goals

Research the company and tailor your letter to show how your skills and experience align with their specific needs and objectives. This demonstrates your genuine interest in the role and your potential value to the organization.

Showcase Industry Knowledge

Highlight your understanding of the industry, market trends, and competitive landscape. This illustrates your strategic thinking and ability to adapt to changing business environments.

Address Key Requirements

Carefully review the job description and address the key requirements directly. Use examples from your experience to show how you meet or exceed these criteria.

Remember to keep your cover letter body concise and impactful, focusing on the most relevant information that sets you apart as a top sales manager candidate.

Strong Example

As a results-driven Sales Manager with over 8 years of experience in the technology sector, I am excited to bring my expertise to the Sales Manager position at TechInnovate Inc. In my current role at SoftSolutions Corp, I have consistently exceeded quarterly targets by an average of 25%, while leading a team of 15 sales professionals to achieve record-breaking revenue growth. My ability to develop and implement strategic sales plans, coupled with my deep understanding of CRM systems and data-driven decision-making, has been instrumental in expanding our client base by 40% over the past two years. I am particularly drawn to TechInnovate's commitment to cutting-edge solutions and believe my track record of fostering strong client relationships and identifying new market opportunities aligns perfectly with your company's growth objectives.

Why is this a strong example?

This is a strong example of a Cover Letter Body for a Sales Manager position because it effectively demonstrates the candidate's qualifications and achievements while also showing enthusiasm for the specific company. The content is strong for several reasons: 1) It quantifies achievements with specific metrics (e.g., exceeding targets by 25%, leading a team of 15, expanding client base by 40%), which provides concrete evidence of success. 2) It highlights relevant skills and experiences that are crucial for a Sales Manager role, such as strategic planning, team leadership, and CRM expertise. 3) The candidate shows they've researched the company by mentioning TechInnovate's commitment to cutting-edge solutions and aligning their own strengths with the company's objectives. 4) The language is confident and professional, conveying the candidate's ability to communicate effectively – a key skill for a Sales Manager. Overall, this body paragraph successfully sells the candidate's abilities and fit for the role, making it a strong example.

Weak Example

I am writing to apply for the Sales Manager position at your company. I have 5 years of experience in sales and I think I would be a good fit for this role. I am a hard worker and I always meet my quotas. I am also good at working with people and I can lead a team. I hope you will consider me for this position.

Why is this a weak example?

This is a weak example for several reasons. First, it lacks specificity and fails to showcase the candidate's unique qualifications. The content is generic and could apply to almost any sales position. It doesn't demonstrate knowledge of the company or how the candidate's skills align with the specific role. The language is also basic and unimpressive, using clichés like 'hard worker' without providing concrete examples. Additionally, the paragraph is short and doesn't take full advantage of the opportunity to sell the candidate's abilities. A strong cover letter should provide detailed examples of achievements, quantify results, and explain how the candidate's experience directly relates to the job requirements.

How to Close Your Cover Letter

The closing of your sales manager cover letter is your final opportunity to make a lasting impression and prompt the hiring manager to take action. This section should reinforce your enthusiasm for the position, express gratitude for the reader's time and consideration, and include a call to action.

To craft an effective closing:

Reaffirm Your Interest

Briefly restate your interest in the sales manager position and the company. This reminds the reader of your enthusiasm and commitment.

Express Gratitude

Thank the hiring manager for their time and consideration. This demonstrates professionalism and courtesy.

Include a Call to Action

Politely express your desire for an interview or further discussion. This shows initiative and confidence in your qualifications.

Use an Appropriate Sign-Off

Choose a professional closing salutation, such as "Sincerely," "Best regards," or "Thank you," followed by your full name.

Provide Contact Information

Include your phone number and email address for easy follow-up, even if this information is already on your resume.

By following these guidelines, you'll create a strong closing that leaves a positive final impression and encourages the hiring manager to move forward with your application.

Strong Example

Thank you for considering my application. I am excited about the opportunity to contribute to XYZ Company's sales growth and would welcome the chance to discuss how my experience and skills align with your needs. I look forward to speaking with you soon about how I can help drive results for your team.

Why is this a strong example?

This is a strong closing for several reasons. First, it expresses gratitude for the reader's time and consideration. Second, it reiterates enthusiasm for the specific role and company, showing genuine interest. Third, it confidently states the candidate's ability to contribute to the company's goals, demonstrating value. Fourth, it includes a clear call-to-action by expressing interest in further discussion. Finally, it ends on a results-oriented note, which is particularly relevant for a sales manager position. The tone is professional yet personable, striking a good balance for a sales role where relationship-building is key.

Weak Example

Thanks for your time. Hope to hear from you soon. Bye!

Why is this a weak example?

This closing is weak for several reasons. First, it's overly casual and lacks professionalism, which is inappropriate for a Sales Manager position. The phrase 'Hope to hear from you soon' is passive and doesn't convey confidence or enthusiasm. The abrupt 'Bye!' at the end is particularly unsuitable for a formal cover letter. Additionally, this closing fails to reiterate interest in the position, doesn't include a call to action, and misses an opportunity to thank the reader for their consideration. A strong closing should be confident, professional, and proactive, leaving a lasting positive impression on the hiring manager.

Cover Letter FAQs for Sales Manager


What is the ideal format and length for a Sales Manager cover letter?


A Sales Manager cover letter should typically be one page long, consisting of 3-4 paragraphs. Use a professional business letter format with your contact information at the top, followed by the date and the employer's details. Keep paragraphs concise and focused, highlighting your most relevant sales achievements and leadership skills.


What key elements should I include in my Sales Manager cover letter?


Your Sales Manager cover letter should include: a strong opening statement, highlights of your sales achievements and leadership experience, specific examples of how you've driven revenue growth or improved team performance, your knowledge of the company and industry, and a clear call-to-action requesting an interview.


How can I make my Sales Manager cover letter stand out?


To make your cover letter stand out, quantify your achievements with specific sales figures or percentages, demonstrate your knowledge of the company's products or services, showcase your leadership and team-building skills, and tailor your letter to address the specific requirements mentioned in the job posting.


Should I mention my sales targets and quotas in my cover letter?


Yes, mentioning your track record of meeting or exceeding sales targets can be very effective. However, be sure to focus on the most impressive and relevant achievements, and if possible, relate them to the potential employer's goals or challenges.


How should I address salary expectations in a Sales Manager cover letter?


It's generally best to avoid mentioning salary expectations in your cover letter unless specifically requested by the employer. If asked, provide a range based on industry standards and your experience, or state that you're open to discussing compensation during the interview process.