Professional General Sales Manager Cover Letter Examples for 2024

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Your general sales manager cover letter must immediately highlight your leadership abilities. Showcase your proficiency in driving teams toward surpassing sales targets. Demonstrate your strategic vision in the second paragraph. It's essential to illustrate your capability to analyze market trends and adjust strategies accordingly.

Embarking on your quest for a General Sales Manager role, you've fine-tuned your resume and started your job applications, only to hit the snag of crafting the perfect cover letter. This supporting document shouldn’t just echo your resume; it's your chance to share the professional triumph that you're most proud of in a compelling narrative. Stay formal yet fresh, sidestepping worn-out phrases, and remember brevity is key—keep it to one impactful page. Let's dive into creating a cover letter that lands you that coveted interview.

Read on to find out how to write your general sales manager cover letter by:

  • Including all the must-have paragraphs in your structure for an excellent first impression;
  • Learning how to write individual sections from industry-leading cover letter examples;
  • Selecting the best accomplishment to tell an interesting and authority-building professional story;
  • Introducing your profile with personality, while meeting industry standards.

And, if you want to save some time, drag and drop your general sales manager resume into Enhancv's AI, which will assess your profile and write your job-winning cover letter for you.

General Sales Manager cover letter example


San Antonio, TX


Dear Hiring Manager,

I have been following your company's success in revolutionizing the industry and recognize the value of innovative leadership in propelling forward-thinking organizations. These align with my professional trajectory and the transformative results I have engineered within sales environments.

At Clear Channel Media, I launched a market expansion that artfully amalgamated strategic directives and team empowerment, ushering in a 25% surge in digital ad revenue over just 12 months. This significant achievement stands as a testimant to my ability to navigate and stimulate the competitive media sales atmosphere. Facilitating a direct sales strategy, I captivated $2M in fresh business revenue, showcasing my adeptness at balancing aggressive sales targets with robust client management and engagement techniques.

I am eager to discuss how my vision and strategic approach to sales management can contribute to the continued success and growth of your company. With a track record of driving operations that result in substantial revenue gains, I am confident in my capacity to deliver similar outcomes for your team.



Regional Sales Director
What makes this cover letter good:

  • Emphasizing past achievements with quantitative outcomes (e.g., "ushering in a 25% surge in digital ad revenue over just 12 months") helps demonstrate the candidate's capacity for tangible results, which is compelling for a sales management role.
  • Including specific examples of past successes (such as "captivating $2M in fresh business revenue") shows a track record of generating significant sales, which can suggest future success in similar endeavors within the prospective company.
  • Using industry-specific language ("navigating the competitive media sales atmosphere") can establish the candidate's familiarity with the field, reinforcing their expertise and ability to seamlessly integrate into the new role.
  • Expressing alignment of personal goals with the company's mission and trajectory underscores the candidate's suitability for the role in terms of culture fit and shared vision, which is essential for leadership positions.

Standard formatting for your general sales manager cover letter

Structure your general sales manager cover letter, following industry-leading advice, to include:

  • Header - with your name, the role you're applying for, the date, and contact details;
  • Greeting - make sure it's personalized to the organization;
  • Introduction paragraph - no more than two sentences;
  • Body paragraph - answering why you're the best candidate for the role;
  • Closing paragraph - ending with a promise or a call to action;
  • Signature - now that's optional.

Set up your general sales manager cover letter for success with our templates that are all single-spaced and have a one-inch margin all around.

Use the same font for your general sales manager cover as the one in your resume(remember to select a modern, Applicant Tracker System or ATS favorites, like Raleway, Volkhov, or Chivo instead of the worn-out Times New Roman).

Speaking of the ATS, did you know that it doesn't scan or assess your cover letter? This document is solely for the recruiters.

Our builder allows you to export your general sales manager cover letter in the best format out there: that is, PDF (this format keeps your information intact).

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The top sections on a general sales manager cover letter

  • Header with Contact Information: Include the date, your name, address, phone number, and email to ensure the recruiter can easily reach out to you and to create a professional appearance.

  • Greeting or Salutation: Address the hiring manager by name to show that you have done your homework and are personalizing the letter, which can help establish a connection from the start.

  • Introduction: Introduce yourself, express your interest in the general sales manager position, and mention how you came across the job listing to create an engaging opening that captivates the recruiter’s attention.

  • Professional Experience and Achievements: Highlight your key sales achievements, leadership experience, and how you have successfully managed sales teams in the past, as this is crucial for a general sales manager role.

  • Closing and Call to Action: Finish your cover letter by summarizing your interest in the role, thanking the recruiter for considering your application, and indicating your desire for a personal interview to discuss how your skills align with the company's needs.

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

  • Proven track record in sales leadership: Recruiters look for candidates who have successfully led sales teams to meet or exceed targets, as this indicates the ability to drive revenue and business growth.
  • Strategic planning skills: General sales managers must be adept at developing and executing sales strategies that align with the company's overall objectives, so evidence of such ability is highly valued.
  • Strong communication and interpersonal skills: To effectively lead a sales team and liaise with other departments, a general sales manager must be able to communicate clearly and build strong relationships.
  • Expertise in sales training and coaching: Recruiters seek candidates who can not only sell but also impart their knowledge and skills to their team, enhancing overall productivity and sales success.
  • Customer relationship management experience: A history of maintaining and growing long-term client relationships is crucial for a general sales manager, as it demonstrates an understanding of customer retention and value.
  • Data analysis and reporting proficiency: The ability to interpret sales data and metrics to inform decisions and report progress to stakeholders is a key component of the role, making this skillset highly desirable.

Kick off your general sales manager cover letter: the salutation or greeting

When writing your general sales manager cover letter, remember that you're not writing for some complex AI or robot, but for actual human beings.

And recruiters, while on the lookout to understand your experience, would enjoy seeing a cover letter that is tailored to the role and addresses them. Personally.

So, if you haven't done so, invest some time in finding out who's the hiring manager for the role you're applying to. A good place to start would be LinkedIn and the corporate website.

Alternatively, you could also get in touch with the company to find out more information about the role and the name of the recruiter.

If you haven't met the hiring manager, yet, your general sales manager cover letter salutation should be on a last-name basis (e.g. "Dear Mr. Donaldson" or "Dear Ms. Estephan").

A good old, "Dear HR Professional" (or something along those lines) could work as your last resort if you're struggling to find out the recruiter's name.

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List of salutations you can use

  • Dear Hiring Manager,
  • Dear [Company Name] Team,
  • Dear [Department] Director,
  • Dear Mr./Ms. [Last Name],
  • Dear [Full Name],
  • Dear Sales Team Leader,

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

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

No pressure.

When beginning your general sales manager 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 general sales manager 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
In the realm of sales management, few companies match the innovative zeal and commitment to customer-centric solutions that consistently exhibits. The architect of high-performing sales strategies, I am keen to bring my paradigm of success to your distinguished team where excellence is not just pursued but achieved.

What to write in the middle or body of your general sales manager cover letter

Here's where it gets tricky.

Your general sales manager cover letter body should present you in the best light possible and, at the same time, differ from your resume.

Don't be stuck in making up new things or copy-pasting from your resume. Instead, select just one achievement from your experience.

Use it to succinctly tell a story of the job-crucial skills and knowledge this taught you.

Your general sales manager cover letter is the magic card you need to further show how any organization or team would benefit from working with you.

Body Paragraph
At XYZ Co., I spearheaded a team that revamp the sales strategy for our flagship product, resulting in a 150% sales increase within six months—far surpassing the expected 50% target. This not only involved deep market analysis but also required comprehensive sales training and CRM optimization, substantially raising customer satisfaction by 25% according to quarterly surveys.

Closing paragraph basics: choose between a promise and a call to action

You've done all the hard work - congratulations! You've almost reached the end of your general sales manager cover letter.

But how do you ensure recruiters, who have read your application this far, remember you?

Most general sales manager professionals end their cover letter with a promise - hinting at their potential and what they plan on achieving if they're hired.

Another option would be to include a call for follow-up, where you remind recruiters that you're very interested in the opportunity (and look forward to hearing from them, soon).

Choose to close your general sales manager cover letter in the way that best fits your personality.

Closing Paragraph
I am eager to bring my expertise to your team and would welcome the opportunity to discuss how my skills align with your goals. Please feel free to contact me to arrange an interview.

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

The best advice for candidates, writing their general sales manager 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 general sales manager 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

Your general sales manager cover letter is your best shot at standing out by showing your motivation and the unique skills you'd bring to the job:

  • Chose no more than one achievement, which you'd be talking about in the body of your general sales manager cover letter, by focusing on skills and outcomes;
  • Address recruiters with their first or last name, or "Dear Hiring Manager" in your general sales manager cover letter greeting;
  • Introduce in no more than two sentences what makes your profile unique (perhaps it's your motivation, enthusiasm, or appreciation of the company you're applying for);
  • Select the same font you have used in your resume (avoid Times New Roman and Arial, as most candidates tend to invest in them);
  • Close your general sales manager cover letter with a promise of how you see yourself growing in the company and the benefits you'd bring about.
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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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