Professional B2B Sales Cover Letter Examples for 2024

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Professional B2B Sales Cover Letter...

Your B2B sales cover letter must quickly capture attention. Detail your proven track record in delivering results. Convey clearly how your experience aligns with the company's goals. Establish your understanding of complex sales cycles and decision-making processes.

Crafting a B2B sales cover letter can be a daunting step in your job hunt. You've fine-tuned your resume and started applying, only to realize the importance of a complementary cover letter. This crucial element of your application should tell a captivating tale of your crowning professional achievement, without echoing your resume. Mastering the balance between formality and originality, while keeping it concise to one page, is key. Let's unravel the art of distilling your career highlights into a compelling narrative that avoids clichés and captivates your future employer.

In the next few paragraphs, our b2b sales cover letter writing guide will show you how to:

  • Personalize your b2b sales cover letter and get inspired by other professionals to tell a compelling story;
  • Format and design your b2b sales cover letter to make an excellent first impression;
  • Introduce your best achievement in your b2b sales cover letter to recruiters;
  • How to make sure recruiters get in touch with you, using your b2b sales cover letter greeting and closing paragraphs.

What is more, did you know that Enhancv's AI can write your cover letter for you? Just upload your b2b sales resume and get ready to forward your job application in a flash.

B2B Sales cover letter example

David Clark

Dallas, Texas


Dear Hiring Manager,

I have closely followed the impressive growth trajectory of your company, particularly valuing its emphasis on fostering durable B2B partnerships and innovation in payment solutions. My decade-spanning experience in B2B sales, matched with a focused approach on strategic account growth, aligns impeccably with the mission and needs of your team.

In my recent role at FinTech Solutions Inc., I pioneered a business unit dedicated to the mid-market segment and successfully onboarded over 20 new accounts in just one quarter. A testament to this achievement was a negotiated deal which not only included an average contract value of over $50,000 but also contributed significantly to a 15% hike in annual revenue. This strategic maneuver showcased my ability to identify untapped market opportunities, cultivate profitable client relations, and effectively implement complex CRM system enhancements resulting in a pronounced lift in sales productivity.

I am eager to bring a similar level of commitment and success to your esteemed company. My fervor for accelerating business growth through client-centric strategies and cutting-edge payment solutions drives me to continually exceed sales targets and fortify brand loyalty.

David Clark, Senior Sales Executive | B2B Payments | Client Relations
What makes this cover letter good:

  • Demonstrating specific achievements with quantifiable results, such as the onboarding of 20 new accounts and contributing to a 15% increase in annual revenue, solidifies the applicant's successful track record in B2B sales.
  • Highlighting experience in the industry of interest, in this case payment solutions, shows relevant expertise and helps the hiring manager envision the applicant as a seamless addition to the team.
  • Expressing knowledge of the company's mission and aligning past experiences with the company's goals and needs illustrates the candidate's strategic thinking and foresight.
  • Emphasizing a commitment to client-centric strategies and innovation indicates the candidate's potential to contribute to ongoing growth and adaptation in a dynamic sector like payment solutions.

What should your b2b sales cover letter look like - formatting and organizing your information

Have you ever wondered what are the must-have sections you need to include in your b2b sales cover letter? Our builder sets those up for you with:

  • Header - dedicated to your contact information, the role you're applying for, and the date (don't forget to include your name);
  • Greeting and opening paragraph - to create a personalized and memorable experience for recruiters;
  • Body paragraph - emphasizing your skill set and knowledge that aligns with the role and helps you to stand out;
  • Closing paragraph - leaving a great impression and ending with an optional signature.

Use a cover letter template to discover the best formatting for your b2b sales cover letter: that is single-spaced paragraphs and wrapping your content in a one-inch margin.

Ensure that both your resume and b2b sales cover letter are in the same font. Stand apart from the crowd by using modern, yet simple fonts, like Chivo and Rubik, instead of the overused Arial and Times New Roman.

Did you know that the Applicant Tracker System (or ATS) won't be assessing your b2b sales cover letter? Instead, submit your profile in PDF to recruiters to keep the same formatting and the design intact.

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The top sections on a b2b sales cover letter

  • Header (with contact information): This section is vital for providing the recruiter with your name, address, phone number, email, and LinkedIn profile (if applicable), ensuring they can easily reach out to you.

  • Opening Greeting: Customizing the greeting to address the recruiter or hiring manager by name whenever possible demonstrates that you've done your research and are genuinely interested in the company.

  • Introduction: In this section, it's important to quickly capture the reader’s attention by succinctly stating your relevant B2B sales experience, your awareness of the company's industry position, and your enthusiasm for the role you are applying for.

  • Body (highlighting B2B sales expertise): Here, you should delve into specific examples of your sales achievements, client management successes, and how you've successfully navigated the unique challenges of B2B sales - this offers tangible proof of your skills and experience.

  • Closing Paragraph and Call to Action: Use this part to reiterate your interest in the position, summarize your qualifications for a B2B sales role, thank the reader for their time, and politely prompt them for a follow-up, indicating your availability for an interview.

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Key qualities recruiters search for in a candidate’s cover letter

  • Proven track record in exceeding sales targets: Recruiters look for candidates who have consistently met or surpassed sales goals, demonstrating their ability to generate revenue for the company.
  • Strong knowledge of the industry and market: A deep understanding of the industry trends, challenges, and key players allows for more strategic sales approaches and better client advice.
  • Excellent relationship-building skills: In B2B sales, long-term customer relationships are crucial; recruiters value those who can develop and maintain strong connections with clients.
  • Proficiency in CRM and sales enablement tools: Familiarity with customer relationship management software and other sales technologies is important for managing sales pipelines and customer data effectively.
  • Strategic negotiation skills: The ability to negotiate contracts and terms that are favorable for both the company and the client is key in B2B sales, as deals often involve complex and high-value transactions.
  • Effective communication and presentation abilities: Articulating the value proposition, presenting complex solutions, and engaging with various stakeholders require clear and persuasive communication skills.

Personalizing your b2b sales cover letter salutation

Always aim to address the recruiter from the get-go of your b2b sales cover letter.


  • the friendly tone (e.g. "Dear Paul" or "Dear Caroline") - if you've previously chatted up with them on social media and are on a first-name basis;
  • the formal tone (e.g. "Dear Ms. Gibbs" or "Dear Ms. Swift") - if you haven't had any previous conversation with them and have discovered the name of the recruiter on LinkedIn or the company website;
  • the polite tone (e.g. "Dear Hiring Manager" or "Dear HR Team") - at all costs aim to avoid the "To whom it may concern" or "Dear Sir/Madam", as both greetings are very old-school and vague.
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List of salutations you can use

  • Dear Hiring Manager,
  • Dear [Recipient's Name],
  • Dear [Department] Team,
  • Dear [Company Name] Recruiter,
  • Dear Mr./Ms. [Last Name],
  • Dear [Job Title] Hiring Committee,

The b2b sales cover letter introduction: focusing on your unique value, with a creative twist

You are not the only one wondering how to start your b2b sales cover letter. Those first two sentences introduce your profile and should be memorable.

No pressure.

When beginning your b2b sales cover letter, immediately point out the unique value of working with you. In other words, what you promise to bring to the role by using your past track record of success.

Start your b2b sales cover letter with a creative twist by telling a joke or stating something relatable. Select this type of introduction only if it aligns with the company culture.

Intro Paragraph
The innovative sales strategies and client-centric approach at XYZ Corporation resonate deeply with my professional philosophy and past achievements. My successful track record in fostering robust partnerships aligns seamlessly with your commitment to delivering exceptional value in the tech solutions sphere.

How to write an achievement-focused b2b sales cover letter body

We've got the intro and greeting covered. Now, comes the most definitive part of your b2b sales cover letter - the body.

In the next three to six paragraphs, you'd have to answer why should recruiters hire you.

What better way to do this than by storytelling?

And, no, you don't need a "Once upon a time" or "I started from the bottom and made it to the top" career-climbing format to tell a compelling narrative.

Instead, select up to three most relevant skills for the job and look back on your resume.

Find an achievement, that you're proud of, which has taught you these three job-crucial skills.

Quantify your accomplishment, using metrics, and be succinct in the way you describe it.

The ultimate aim would be to show recruiters how this particular success has built up your experience to become an invaluable candidate.

Body Paragraph
While at XYZ Corp, I led a team that crafted a tailored outreach strategy for a key tech segment, resulting in a 150% year-over-year revenue increase. This not only demonstrates my expertise in market analysis and strategic sales planning but also underscores my ability to lead teams to exceed sales targets in highly competitive industries.

A sincere and original way to end your b2b sales cover letter

When writing their b2b sales cover letter, candidates tend to use one of these phrases, "Sincerely yours" or "I look forward to hearing from you".

Both statements show good manners, but your cover letter should end in a more actionable manner.

Write about:

  • how you see yourself growing in the role/organization;
  • the benefits you would bring about (you'd impress even more with tangible metrics);
  • the next steps in the process (provide your availability for interviews).
Closing Paragraph
I eagerly anticipate the opportunity to discuss how my skills align with the goals of your team. Please contact me to arrange an interview.

What to write on your b2b sales cover letter, when you have zero experience

The best advice for candidates, writing their b2b sales cover letters with no experience, is this - be honest.

If you have no past professional roles in your portfolio, focus recruiters' attention on your strengths - like your unique, transferrable skill set (gained as a result of your whole life), backed up by one key achievement.

Or, maybe you dream big and have huge motivation to join the company. Use your b2b sales cover letter to describe your career ambition - that one that keeps you up at night, dreaming about your future.

Finally, always ensure you've answered why employers should hire precisely you and how your skills would benefit their organization.

Key takeaways

Winning recruiters over shouldn't be difficult if you use your b2b sales cover letter to tell a story that:

  • Is personalized by greeting your readers and focusing on key job skills greets;
  • Isn't spread all over the place, but instead focuses on one key achievement and selling your value as a professional;
  • Introduces your enthusiasm for the role, passion for the job, or creativity in communication;
  • Is also visually appealing - meeting the best HR practices;
  • Ends with a nod to the future and how you envision your growth, as part of the company.
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Volen Vulkov
Volen Vulkov is a resume expert and the co-founder of Enhancv. He applies his deep knowledge and experience to write about a career change, development, and how to stand out in the job application process.
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