In this example, Robert highlights his sales expertise and outlays his success in achieving a high-level position as a Sales Manager. This cover letter follows a simple design, matching his CV template.

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"With a decade of experience as a results-oriented sales leader, I bring a proven track record, including five years of successfully leading and motivating teams of 15+ sales professionals."

Robert Tippins - Sales

Cover letter example - Sales - Cornell template

Table of contents

How to Write a Sales Cover Letter in the UK?

Your cover letter is more than a formality in the high-stakes sales landscape – it's a unique opportunity to convey the skills and enthusiasm that define a successful sales professional. This guide is your roadmap to crafting a compelling sales cover letter tailored towards your career goals.

Whether you're a seasoned pro or launching your career in B2B or B2C sales, this article guides you on how to articulate your proficiency in negotiation, deal-making, or other customer relationship management, crucial skills sought by sales-focused employers. Follow our guidance to craft a compelling narrative and establish yourself as a candidate recruiters can't refuse.

Sales Cover Letter Example


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In this example, Robert highlights his sales expertise and outlays his success in achieving a high-level position as a Sales Manager. This cover letter follows a simple design, matching his CV template. For more tips, refer to the sales CV example.

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What to include in a sales cover letter?

Similar to a good CV, a cover letter must be tailored to the particular position you're pursuing. The structure of a cover letter is quite simple; make sure to include certain sections by consulting the checklist provided below:

must-have CV sections

Learn more about this in our writing guide to Crafting a Well-structured Cover Letter.

How to start a sales cover letter

In a cover letter, the opening should act as a concise yet powerful overview of your qualifications, mirroring the key points from your CV personal profile. This segment captivates the reader's attention and establishes a compelling initial impression. If your goal is a sales role, whether it's as an assistant or manager, explicitly convey this in your introduction. 


Dear Hiring Manager,

As a high-impact sales professional known for consistently surpassing revenue targets and delivering unparalleled customer service, I am thrilled to convey my keen interest in the Sales Executive role at VoyageHorizon. My proven expertise in mentoring and elevating teams, coupled with an unwavering passion for the travel industry, perfectly aligns with your company's mission to educate and drive the cause of sustainable travel.

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Pro Tip

Integrate sought-after sales skills such as communication, negotiation, and customer service. This showcases your expertise, and ultimately, you position yourself as the ideal candidate. Additionally, refer to the job description for tips on what to include in your sales cover letter.

For additional tips, consult our article on How to Start a Cover Letter. 

How to write the body of a sales cover letter

Try to express your genuine interest in the role and the company by focusing on key skills and achievements from past roles. Articulate why you are the ideal candidate by aligning your skills, experiences, and aspirations with the specific sales position and the organisation's culture.

For a structured approach, consider a two-paragraph body:

  • Paragraph 1: Showcase your sales skills and relevant experience directly aligning with the job description.

  • Paragraph 2: Spotlight your key achievements, providing tangible examples of success from previous roles, whether in bullet or paragraph form. 


I am energised by your unwavering commitment to innovation and community engagement, aligning seamlessly with my values. My dedication to delivering unparalleled customer experiences and fostering a dynamic team environment perfectly resonates with the core of your company ethos.

Over my five-year tenure at BMS Performance, I spearheaded transformative initiatives that yielded a consistent 15% increase in team productivity. Demonstrating sustained impact, we achieved noteworthy sales growth, realising a cumulative increase of 20% within the initial year and maintaining that trajectory throughout my tenure. My strategic approach to mentoring and staff training fostered a highly motivated team. It delivered a substantial 25% improvement in customer satisfaction scores over the five-year period, solidifying our reputation for exceptional service.

Uncertain about which achievements or skills to include in your cover letter? Consider revisiting the details outlined in your CV for guidance. For additional insights, consult the following for inspiration:

How to end a sales cover letter

Wrap it up by encapsulating your enthusiasm for the position and conveying confidence in your potential contributions to the company's success. Express gratitude for the reader's time and consideration, and conclude with a professional sign-off that conveys your eagerness to delve deeper into your qualifications during an interview.


I firmly believe that my passion and my ability to drive impactful change position me as an excellent fit for the Sales Executive role at VoyageHorizon. I am eager to contribute to your success by collaboratively working with the talented team to achieve unprecedented levels of excellence.

Thank you for considering my application. I look forward to the opportunity to discuss how my skills and enthusiasm can elevate your sales team.


Jane Doe

How to write a sales cover letter with no experience

Writing a sales cover letter with no experience can be challenging, but it's important to focus on highlighting your relevant skills, enthusiasm, and willingness to learn. If possible, draw attention to your education and any transferable skills.


Dear Hiring Manager,

I am writing to express my strong interest in the Sales Assistant position at Element, as advertised on Indeed. While I may not have direct experience in sales, I am confident that my skills in communication and teamwork, and my passion for providing excellent customer service make me a valuable candidate for this role.

In my academic pursuits, I have developed a solid foundation in communication and interpersonal skills through coursework and group projects. These experiences have equipped me with the ability to effectively collaborate with others and communicate ideas clearly, skills that I believe are essential for success in a sales role.

During my time at the University of Birmingham, I actively participated in a variety of extracurricular activities, where I honed my organisational skills and demonstrated my ability to adapt to different situations. These experiences have taught me the importance of delivering exceptional service to meet customer needs.

I am confident that my positive attitude, strong work ethic, and willingness to learn quickly will make me a valuable asset to your sales team. I am excited about the opportunity to discuss how my skills align with the needs of Element in more detail.

Thank you for considering my application. I look forward to the possibility of discussing how I can contribute to the success of the company.


John Smith

Attached: CV

Key takeaways 

By adhering to these guidelines, you can craft a good sales cover letter, enhancing your likelihood of securing your desired position. Thorough proofreading is essential during this process to guarantee that your cover letter not only captures attention but also adeptly conveys your qualifications and passion for the job or industry. 

sales cover letter tips

Next steps?

Explore a range of customised cover letter templates and CV examples designed to align with your career objectives. If you require support, our CV Writing Service is available to streamline the process for you.


How do I write a cover letter for a sales job?

Tailor your cover letter to highlight relevant sales experience, showcase achievements, and express genuine enthusiasm for the role and company. For more tips, refer to our article about the ideal cover letter length.

What is an example of a sales specialist cover letter?

Similar to the above, include relevance skills. The same goes for a sales agent cover letter. Here’s a snippet/starting point to help guide you. 

Dear Hiring Manager,

I am excited to apply for the Sales Specialist position at your company. With a proven track record in [mention specific sales specialisation], I am confident in my ability to [highlight key skills and achievements]. I am eager to bring my expertise to your dynamic team and contribute to the continued success of your sales department.

What is a good cover letter for a sales associate?

Emphasise your customer service skills, sales achievements, and ability to work collaboratively. Express enthusiasm for the company and the opportunity to contribute to its sales goals.

What do you write in a sales cover letter?

Write about your relevant sales experience, achievements, enthusiasm for the role and company, and how your skills align with the job requirements.

What is a good cover letter for retail sales?

Highlight your retail sales experience, customer service skills, and ability to thrive in a dynamic environment. Express eagerness to contribute to the company's success. Refer to our retail cover letter or retail CV example for more tips.

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