Sales Person Cover Letter Examples & Guide for 2025

You’ve just sent the same cover letter to 60 different job roles, all beginning with “Dear Sir or Madam” and ending with 'Yours sincerely.'

Bad news: you may have just missed your chance to stand out, as generic cover letters are a very common pitfall in job applications.

Did you know recruiters typically shortlist candidates based on how well they meet the job criteria? Failing to address the key requirements can cost you the role.

In this guide, we’ll show you how to tailor your cover letter to align with the job advert or company, ensuring you showcase your value as a candidate.

Sales Person cover letter example

Importance of cover letters in the United Kingdom

Cover letters are a crucial tool in making your application personal and engaging.

Here are three reasons why they matter:

• Personalisation: Unlike a CV, a cover letter allows you to show your enthusiasm for the role, giving a more personal insight.
• Addresses details about your career: Whether you’re changing careers or have gaps in employment, your cover letter offers a space to explain these in a constructive way.
• Meeting the job requirements: Your cover letter should be unique and tailored, clearly showing how your skills align with the role requirements.

What UK employers expect from a cover letter

Your UK employers will appreciate your application if you've taken the effort to tailor your cover letter to their job requirements.

Here’s how to ensure yours ticks all the right boxes:

• Research the company thoroughly: It's not enough to have only read the job advert. Look into the company's history, products, services, and recent achievements to demonstrate your genuine interest and knowledge.
• Connect with the company’s values: Every company has core principles that shape its culture and operations. Identify these values and use your cover letter to show how they align with your professional conduct and ethics.
• Emphasise your relevant skills: Highlight specific skills that match the job description and are most in demand. Use examples from your previous experience to support your claims and set yourself apart from other candidates.

How to format a sales person cover letter

Your cover letter is your opportunity to make a strong impression, so its structure must be professional and clear.

Here's an overview of how a UK cover letter should be structured:

• Begin with your address and contact details at the top.
• Include the employer’s name and address directly below.
• Add the date to the left or right of the page.
• Use an appropriate greeting, such as 'Dear Mr Smith' or 'Dear Sir/Madam.'
• Open with a strong introductory paragraph.
• Develop your points in the middle paragraphs, focusing on relevant skills and experience.
• Close with a concise conclusion, reiterating your interest and suitability for the role.
• Sign off formally with your name and signature.

The software used to match your profile to the job, Applicant Tracking Systems (ATS), won’t scan your cover letter. Instead, the cover letter reads as a more personalised note to the recruiter.

When it comes to choosing a font, consider modern options like Lato, Rubik, or Chivo, which should also be applied to your CV to maintain a consistent appearance.

Additionally, your cover letter should be single-spaced with 1-inch (2.5 cm) margins on all sides (our templates are pre-set with these specifications so you can focus on your cover letter content).

Finally, always send your cover letter as a PDF to preserve the formatting and prevent edits.

How to write your sales person cover letter salutation

Now it's time to make it personal—in your cover letter greeting, you should always address the hiring manager directly. Whenever possible, use their name, depending on how well you know them (e.g., 'Dear Mr Smith', 'Dear Abbie').

You can find their name by searching on LinkedIn (start by looking for the job posting and the recruiter), visiting the 'About' page of the company's website, or by calling reception or administration to enquire.

How to write your sales person cover letter intro

While your cover letter should remain professional, adding a touch of personality or humour can make you stand out.

Hiring managers sift through countless applications, day in and day out. Anything unique or personable that grabs their attention could give you a competitive edge.

But do your homework first to ensure a dash of creativity would be appropriate and suitable to the company culture.

How to write your sales person cover letter body

You’ve personalised your greeting and introduction—now it’s time to focus on writing the body of your cover letter.

Instead of listing off skills and responsibilities from your CV, focus on one career highlight that’s relevant to the role.

Use your hard and soft skills, success metrics (e.g., percentages or sales figures), and the long-term impact it had on the company.

A concise, well-told story centred on your value as a candidate will make a strong impression.

How to write a closing paragraph

When ending your cover letter, you have two options:

Option one is to promise how you’d contribute to the organisation—whether that’s improving a target or achieving a specific goal—or how the company could help you grow professionally. Always emphasise the tangible impact you can deliver.

The second option is to close by asking when you can expect to hear back from the hiring managers, whether for an update or to arrange an interview.

Conclusion

Crafting an engaging cover letter can significantly enhance the effectiveness of your job application. Always personalise your letter by addressing the hiring manager directly and linking your qualifications to the role's requirements.

Highlight relevant achievements that set you apart and demonstrate your enthusiasm for the company. Maintain a professional format that complements your CV, creating a cohesive and polished application.