23 Professional Sales Manager Cover Letter Examples for 2024

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23 Professional Sales Manager Cover...

Your sales manager cover letter must immediately highlight your leadership abilities. Demonstrate with clear examples how you've successfully led a team to exceed targets. Ensure you convey your expertise in sales strategies and customer relations. Your cover letter should reflect your ability to nurture long-lasting client partnerships.

All cover letter examples in this guide

Crafting a standout sales manager cover letter can be the make-or-break factor in your job hunt. You've updated your resume and started applying, only to realize a gripping cover letter is required. Don't just regurgitate your resume; weave your proudest professional achievement into a compelling narrative. Steer clear of tired clichés and aim for authenticity, packing a punch within the confines of a single page. Let's navigate these common hurdles and pen a letter that gets you noticed.

Read on to find out how to write your 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 sales manager resume into Enhancv's AI, which will assess your profile and write your job-winning cover letter for you.

Sales Manager cover letter example

Andrew Clark

New York City, NY



Dear Hiring Manager,

Having honed my skills in strategic growth initiatives and market expansion in the sales sector, I am adept at leading teams to break new ground and drive revenue. My career is a testament to my ability to connect with market needs and navigate the rapidly evolving business landscape.

During my tenure at usemultiplier as Sr Sales Manager/Director, I spearheaded a market expansion strategy that not only broadened our client base by 200+ within the first year but also dramatically improved our sales revenue by 40% year over year. This success was underpinned by my direct efforts in negotiating key high-value contracts, which secured over $5M in business and solidified essential long-term partnerships. These outcomes are a reflection of my strategic planning, advanced sales strategies, and a keen focus on customer relationship management.

I am convinced that my experience in leading sales operations and my track record in generating impressive results make me a valuable candidate for your organization. I am eager to contribute my expertise to your team and am looking forward to discussing how my strategic approach can be tailored to your company’s objectives. Please feel free to contact me to schedule an interview at your earliest convenience.


Andrew Clark

Sr Sales Manager/Director
What makes this cover letter good:

  • Emphasize relevant experience and concrete achievements - The cover letter highlights the candidate's role-related experience and specific successes, such as leading market expansion strategies and negotiating high-value contracts.
  • Demonstrate impact with quantifiable results - Stating how the candidate contributed to increasing the client base by 200+ and improving sales revenue by 40% provides tangible evidence of their efficacy in their previous role.
  • Express how skills align with company goals - The cover letter expresses a desire to tailor the candidate’s strategic approach to the hiring company’s objectives, showing a forward-thinking mindset aimed at creating value for the prospective employer.
  • Showcase leadership and negotiation abilities - By detailing their experience in steering team efforts and securing significant business deals, the candidate underscores their capability to take on high-responsibility roles and deliver results.

What should your sales manager 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 sales manager 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 sales manager cover letter: that is single-spaced paragraphs and wrapping your content in a one-inch margin.

Ensure that both your resume and sales manager 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 sales manager 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 sales manager cover letter

  • Header: Includes the sales manager's contact information, the date, and the employer's details, essential for the recruiter to quickly identify who the applicant is and to facilitate a seamless follow-up.

  • Greeting: Addresses the hiring manager or the recruitment team by name if known, demonstrating the applicant's attention to detail and personalizing the cover letter, which is crucial in a role that often requires relationship-building skills.

  • Opening Paragraph: Clearly states the position applied for and provides a compelling reason why the candidate is the ideal fit for the role, which is critical in capturing the recruiter’s attention in a competitive sales job market.

  • Experience and Achievements Body Section: Highlights relevant sales successes, leadership experience, and unique competencies, showing the recruiter measurable results and the ability to meet and exceed sales targets, which are key indicators of a successful sales manager.

  • Closing Section: Ends with a strong call to action, expressing enthusiasm for the opportunity, reiterating interest in the role, and indicating readiness for an interview, all of which are important to show a proactive approach—a must-have trait for a sales manager.

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

  • Proven sales record: A history of meeting or exceeding sales targets demonstrates the ability to drive revenue and success in sales roles.
  • Leadership experience: Capability to manage and motivate a sales team to achieve collective goals is essential for a sales manager position.
  • Strategic planning skills: Ability to develop and execute sales strategies that align with company objectives shows foresight and planning acumen.
  • Excellent communication and interpersonal skills: Essential for building relationships with clients, negotiating deals, and leading a team effectively.
  • Industry knowledge: Understanding the specific market, customer base, and products/services is key to tailoring sales approaches and succeeding in the role.
  • Analytical abilities: Proficiency in using sales data and CRM tools to track performance, forecast sales, and make informed decisions is valuable for managing sales operations efficiently.

How to address hiring managers in your sales manager cover letter greeting

Goodbye, "Dear Sir/Madam" or "To whom it may concern!"

The salutation of your sales manager cover letter is how you kick off your professional communication with the hiring managers.

And you want it to start off a bit more personalized and tailored, to catch the recruiters' attention.

Take the time to find out who's recruiting for the role (via LinkedIn or the company page).

If you have previously chatted or emailed the hiring managers, address them on a first or last name basis.

The alternative is a "Dear HR team" or "Dear Hiring Manger", but remember that a "Dear Ms. Simmons" or "Dear Simon," could get you farther ahead than an impersonal greeting.

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List of salutations you can use

  • Dear Hiring Manager,
  • Dear [Company Name] Team,
  • Dear [Department] Team,
  • Dear Mr./Ms. [Last Name],
  • Dear [First Name Last Name],
  • Dear [Job Title] Search Committee,

Your sales manager cover letter intro: showing your interest in the role

On to the actual content of your sales manager cover letter and the introductory paragraph.

The intro should be no more than two sentences long and presents you in the best light possible.

Use your sales manager cover letter introduction to prove exactly what interests you in the role or organization. Is it the:

  • Company culture;
  • Growth opportunities;
  • Projects and awards the team worked on/won in the past year;
  • Specific technologies the department uses.

When writing your sales manager cover letter intro, be precise and sound enthusiastic about the role.

Your introduction should hint to recruiters that you're excited about the opportunity and that you possess an array of soft skills, e.g. motivation, determination, work ethic, etc.

Intro Paragraph
Immersed in the dynamic world of sales for over a decade, I have consistently fostered teams to peak performance, much like how XYZ Company's innovative strategies have reshaped the market landscape. My track record is punctuated by successfully aligning sales objectives with corporate vision, thereby propelling businesses to new heights of success.

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

Here's where it gets tricky.

Your 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 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
Spearheading a turnaround strategy for a struggling territory, I led my team to a 150% increase in sales over six months. This feat was a blend of strategic planning and execution that involved streamlining the sales funnel, fostering robust client relationships, and a rigorous data-driven approach that precisely identified high-potential leads, minimizing time-to-close by 30%.

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

When writing their sales manager 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 am eager to contribute my expertise to your team and discuss how I can provide value to your sales division. Please feel free to reach out to schedule an interview at your earliest convenience.

Lacking experience: here's how to write your sales manager cover letter

As a candidate with no experience, it's important to be honest from the get-go of your application.

Use your sales manager cover letter to sell your unique talents. Choose an accomplishment from your academic background or your volunteer work to show the skills that are relevant to the role.

Focus on your career objectives and how you see the job to align with them. Be specific and, at the same time, realistic about where you picture yourself in five years.

Key takeaways

Your 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 sales manager cover letter, by focusing on skills and outcomes;
  • Address recruiters with their first or last name, or "Dear Hiring Manager" in your 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 sales manager cover letter with a promise of how you see yourself growing in the company and the benefits you'd bring about.

Sales Manager cover letter examples

Explore additional sales manager cover letter samples and guides and see what works for your level of experience or role.

By Experience

Senior Sales Manager

For a Senior Sales Manager position, emphasize your leadership in past roles and highlight your ability to drive sales growth. Mention any strategic initiatives you've led, such as market expansion or turnaround strategies, and quantify their success. Showcasing your expertise in sales analytics and forecasting can set you apart. Tailor your experience with a 'challenge-strategy-impact' model to demonstrate how you've overcome obstacles and delivered results. Including substantial sales figures or growth percentages can make a powerful impression.
View Senior Sales Manager Cover Letter

By Role

Area Sales Manager

When applying for an Area Sales Manager role, stress leadership experience and the ability to manage sales teams productively. Showcase your track record in achieving or exceeding sales targets. Mention any training you've led, such as 'Team Leadership' or 'Advanced Sales Strategies', and the duration to display commitment to developing sales talents. Detail instances where your leadership directly increased team performance, using a 'leadership-action-outcome' format, to demonstrate how your guidance resulted in tangible successes.
View Area Sales Manager Cover Letter

Assistant Sales Manager

When aiming for an Assistant Sales Manager position, it's important to showcase your leadership abilities as well as your sales track record. Mention any previous sales achievements and how you've successfully managed a team or project. Highlight skills such as team leadership, sales strategy development, and the ability to drive sales growth. If you've participated in leadership or advanced sales training, include this, giving details on how it improved your sales management techniques. Use a 'challenge-solution-impact' framework to articulate problems you've tackled, solutions implemented, and the results achieved.
View Assistant Sales Manager Cover Letter

Automotive General Sales Manager

When applying for an Automotive General Sales Manager position, focus on leadership experience and your ability to drive sales team performance. Demonstrate your understanding of automotive sales strategies and effective inventory management. If you've undergone specialized training such as 'Automotive Finance Management' or 'Dealership Operations', make it noticeable. Illustrate how you've successfully led a sales team to meet or exceed targets using a 'leadership-action-outcome' framework, detailing specific sales growth or customer satisfaction achievements.
View Automotive General Sales Manager Cover Letter

Branch Sales Manager

When applying for a Branch Sales Manager position, showcase your leadership experience and results-driven management style. Illustrate your proficiency in boosting branch revenue, leading a sales team, and developing strategic sales plans. Highlight your successful track record in meeting or exceeding sales targets and your ability to analyze market trends effectively. If you've completed advanced management courses or have a strong sales background, include specifics. Use a 'leadership-strategy-outcome' framework to demonstrate how your leadership directly increased sales and improved team performance.
View Branch Sales Manager Cover Letter

Channel Sales Manager

When seeking a Channel Sales Manager position, stress your record of managing sales channels and partnerships. Demonstrate your ability to strategize and implement channel sales plans. If you hold credentials such as 'Channel Management Certification' or have completed a workshop on 'Strategic Partner Development', this showcases your specialization. Illustrate your leadership through examples where your guidance directly increased channel sales and partner engagement. Adopt a 'strategy-execution-growth' framework to concisely present how you devised, executed sales plans, and the growth achieved.
View Channel Sales Manager Cover Letter

Corporate Sales Manager

In pursuing a Corporate Sales Manager position, underscore your leadership in previous sales teams and strategic thinking. Show how you've elevated your team's performance with concrete figures, like percentage increases in sales. A stellar track record in meeting and exceeding sales targets is imperative. Detail any innovative sales strategies you've implemented and their success rates. Tie in your ability to analyze market trends and adjust tactics accordingly. In your cover letter, use a 'challenge-strategy-outcome' narrative to convey your effectiveness in driving business growth.
View Corporate Sales Manager Cover Letter

Distribution Sales Manager

Aspiring to become a Distribution Sales Manager, emphasize your logistical acumen and experience with distribution channels. Key skills to highlight include supply chain management, strategic planning, and team leadership. Mention any successful projects where you've streamlined operations or boosted sales through innovative distribution strategies. Adopt a 'challenge-solution-impact' framework to convey how you tackled obstacles, implemented solutions, and generated tangible business outcomes. If you have industry-specific knowledge or technical expertise, like inventory management systems, ensure this is prominent in your application to demonstrate your readiness for the role.
View Distribution Sales Manager Cover Letter

District Sales Manager

When targeting a District Sales Manager role, showcase your leadership in past sales positions and your ability to drive regional sales performance. Demonstrating a successful track record in meeting or exceeding sales targets is crucial. Mention any management training or leadership workshops you've attended, and provide instances where you have effectively managed and motivated a sales team. Utilize a 'strategy-implementation-impact' framework to illustrate how your leadership has led to increased sales and team productivity within your previous jobs.
View District Sales Manager Cover Letter

General Sales Manager

For a General Sales Manager application, emphasize leadership experience and ability to drive sales team performance. Proven experience in meeting targets, strategic planning and expertise in customer relationship management is key. Mention any advanced sales strategy courses or leadership workshops attended – it's crucial to show you can lead effectively. Use specific scenarios where your leadership resulted in increased profits or market share growth, focusing on 'leadership-action-outcome' that quantifies your contributions. Highlight your adaptability to changing markets and your visionary approach to sales operations.
View General Sales Manager Cover Letter

Hotel Sales Manager

When aiming for a Hotel Sales Manager position, highlight any experience in hospitality sales or a related field. It's important to showcase your ability to build and maintain client relationships. Draw attention to specific instances where you've successfully driven revenue, such as through event sales or group bookings. Mention any industry-specific software you're proficient in and focus on a 'challenge-solution-impact' narrative to demonstrate how you've addressed sales obstacles and the positive outcomes that resulted.
View Hotel Sales Manager Cover Letter

International Sales Manager

When targeting an International Sales Manager position, emphasize your experience managing cross-border client relationships and navigating cultural differences. Showcase your proficiency in a foreign language if applicable. It's beneficial to outline your understanding of international trade regulations and market expansion strategies. Demonstrate your ability to lead diverse teams and drive international sales growth with concrete examples. Detail your strategic planning and execution skills, utilizing a 'situation-action-outcome' structure to convey how your efforts have led to measurable growth in a global context.
View International Sales Manager Cover Letter

Internet Sales Manager

When applying for an Internet Sales Manager position, stress your proficiency with digital marketing tools and e-commerce platforms. Highlight your familiarity with SEO, PPC campaigns, and social media advertising. Show how your analytical skills have contributed to tracking online sales trends and customer engagement. Don't forget to mention any leadership experience and your ability to manage a team in a virtual environment. Use concrete examples of past campaigns you've led and their successful outcomes, adopting a 'strategy-implementation-growth' framework.
View Internet Sales Manager Cover Letter

National Sales Manager

When seeking a National Sales Manager position, it's essential to showcase your history of exceeding sales targets and leading successful teams. Emphasize your strategic planning and market analysis abilities. Mention key successes, for instance, territory expansion or significant contract wins, using metrics to communicate impact. Highlight leadership training or advanced management courses if completed. Detail how your leadership has directly improved your team's performance and sales growth, illustrating this with clear examples using a results-focused 'challenge-action-outcome' framework.
View National Sales Manager Cover Letter

Online Sales Manager

For an Online Sales Manager position, it's essential to showcase your digital sales strategy and team leadership experience. Highlight your proficiency with online sales platforms and CRM software, as these technical skills are often prerequisites. If you have a track record of meeting or exceeding sales targets, be sure to detail these accomplishments. Discuss your ability to analyze market trends and adapt sales tactics accordingly. Applying a 'metric-improvement-outcome' approach, illustrate how your strategies have previously grown online sales channels, ultimately increasing company revenue.
View Online Sales Manager Cover Letter

Real Estate Sales Manager

For a Real Estate Sales Manager position, emphasize your track record in real estate sales and team leadership. Point out your proficiency in market analysis and property valuation. If you have a real estate license or relevant credentials like 'Real Estate Marketing Strategy', include these details. Demonstrate how your leadership drove sales growth using a 'strategy-implementation-success' framework. Detail your ability to coach sales agents and adapt to market shifts, showing direct effects on sales volume and team performance.
View Real Estate Sales Manager Cover Letter

Regional Sales Manager

Securing a Regional Sales Manager position requires showcasing your track record in leading successful sales teams. Highlight your leadership experience and your ability to drive regional sales growth. Quantify your past successes with specific figures to demonstrate your impact, like 'increased regional sales by 20%'. Point out any significant sales strategies you've implemented. Mention your expertise in market analysis, and how you've adapted strategies based on regional trends. Showcase your ability to build strong relationships with key stakeholders to underscore your networking and partnership-building skills.
View Regional Sales Manager Cover Letter

Retail Sales Manager

For a Retail Sales Manager position, it's key to emphasize your leadership skills and the ability to manage a sales team effectively. Showcase your experience with responsibilities like inventory control, visual merchandising, and employee training. Stress any successes in previous roles, such as increasing sales figures and improving team performance. If you have retail management or similar certifications, mention these along with their duration. Use a 'skill-action-result' framework to demonstrate how your leadership led to tangible improvements in your past retail environments.
View Retail Sales Manager Cover Letter

Sales Development Manager

For a Sales Development Manager role, it’s essential to showcase your leadership in developing sales strategies and training sales teams. Highlight your experience in overseeing successful sales campaigns and your ability to analyze market trends to drive revenue growth. Mention specific outcomes, like increased lead conversion rates or exceeding sales targets, to demonstrate your direct impact on business success. Detail any CRM or sales software proficiency and emphasize your hands-on approach to steering projects that align with company objectives, using a 'strategy-execution-outcome' framework.
View Sales Development Manager Cover Letter

Sales Operations Manager

When applying for a Sales Operations Manager role, it's important to focus on your ability to analyze and improve sales processes. Demonstrate your experience with CRM software and data analysis tools. If you have a history of optimizing sales funnels or implementing effective sales strategies, be sure to detail these accomplishments and the positive outcomes such as increased revenue or sales team efficiency. Use a 'challenge-solution-impact' format to clearly show your problem-solving skills and how they've led to measurable improvements in past roles.
View Sales Operations Manager Cover Letter

Technical Sales Manager

Aspiring to become a Technical Sales Manager, it's essential to demonstrate a strong grasp of technical product knowledge and understanding of complex sales cycles. Your cover letter should focus on specific technological expertise relevant to the products you'll sell, intertwined with your proven sales achievements. For instance, if you've increased market share for a tech product, outline that success. Impart how your strategic sales planning and customer education align with driving revenue growth, using clear 'problem-solution-benefit' examples.
View Technical Sales Manager Cover Letter

Territory Sales Manager

When applying for a Territory Sales Manager, it's important to show experience in leading sales teams and managing a geographic area. Outline your previous successes in meeting sales targets and how you've effectively strategized to capture market share. It's beneficial to mention any specific training in leadership or strategic sales management. Illustrate your expertise with a clear example using the 'strategy-implementation-impact' framework to demonstrate how your leadership directly led to growth or expansion within your past roles.
View Territory Sales Manager Cover Letter
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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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