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Sales Manager Cover Letter Templates & Examples

Updated on May 10, 2024Cover Letter

Welcome to your go-to resource for crafting the perfect cover letter for a sales manager position. By the end of this guide, you’ll have access to a custom template and an example specifically designed for sales manager applicants. We aim to make your cover letter stand out with a personal touch, ensuring you feel confident as you apply for your next role.

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How to write and structure a sales manager cover letter

A well-crafted cover letter is your ticket to standing out in the competitive job market. It’s not just about repeating your resume; it’s your chance to show how your unique experiences and skills make you the ideal candidate for the sales manager role. Essential elements to include are:

  • Introduction
  • Relevant qualifications
  • Relevant experiences
  • Relevant skills
  • Conclusion
  • Personalization techniques

Let’s dive deeper into how to bring these elements to life in your cover letter.

Introduction tips

Salutation: Addressing the recipient properly sets a professional tone. If you know the hiring manager’s name, use it. Otherwise, “Dear Hiring Manager” is a respectful alternative.

Opening paragraph

Introduction: Start with a strong introduction stating your interest in the sales manager position and why you are the right fit for the job.

Example: “Dear Ms. Johnson, I am writing to express my interest in the Sales Manager position listed on your company’s website. With over 10 years of sales experience and a proven track record of exceeding targets, I am excited about the opportunity to contribute to your team.”

Body paragraph guidelines

In this section, we’ll cover how to effectively discuss your qualifications, experiences, and skills.

Discuss relevant qualifications

It’s crucial to link your qualifications with the job requirements. Mention any awards or recognitions that align with the role of a Sales Manager.

Example paragraph: “In my previous role as an Assistant Sales Manager, I spearheaded a team that outperformed sales targets by 20% for five consecutive quarters. This success was recognized with the ‘Top Performer’ award, highlighting my ability to lead and motivate teams to achieve exceptional results.”

Discuss relevant experiences

Sharing specific experiences that relate to the Sales Manager role shows you understand what the job entails.

Example paragraph: “I have extensive experience in developing sales strategies that have successfully penetrated new markets, resulting in a 30% increase in overall sales revenue. This involved meticulous market research, team collaboration, and innovative promotional campaigns.”

Discuss relevant skills

Highlight the skills that are specifically valuable for a Sales Manager, such as leadership, strategic planning, and customer relationship management.

Example paragraph: “My strong leadership skills have enabled me to build high-performing sales teams that consistently exceed expectations. I excel in strategic planning, adept at analyzing market trends to guide product positioning, and skilled in nurturing key client relationships to secure repeat business.”

Conclusion strategies

Closing paragraph: Reiterate your enthusiasm for the role, summarize your value proposition, and include a call to action.

Example: “I am eager to bring my track record of success to the Sales Manager position at your company. I am confident that my experiences and dedication to achieving sales excellence make me a perfect fit for your team. I look forward to the opportunity to discuss how I can contribute to your sales goals. Please find my resume attached.”

Formal closing: “Sincerely, [Your Name] [Your Contact Information]”

Personalization techniques

Your cover letter should reflect your personality and enthusiasm for the sales manager role. Use the guidelines provided to tailor your letter, making it unique to you and the job you’re applying for.

Example: “I am particularly drawn to this role because of my passion for developing sales strategies that not only meet but exceed company goals. I am excited about the opportunity to bring my unique blend of skills and experience to your esteemed team.”

Sales Manager cover letter template

[Your Name] [Your Address] [City, State, Zip] [Your Email] [Your Phone Number]


[Recipient’s Name] [School Name] [Address] [City, State, Zip]

Dear [Recipient’s Name],

I am writing to express my interest in the Sales Manager position at [Company Name], as advertised on [where you found the job posting]. With a robust background in sales leadership and a proven record of exceeding sales targets, I am excited about the opportunity to contribute to [Company Name]’s success.

In my previous role as [Your Last Position], I [describe your key achievement related to the sales manager position, focusing on leadership, sales growth, and strategy implementation]. My experience in [mention a relevant skill or area of expertise] has equipped me with the insights necessary to lead your sales team to achieve and surpass its goals.

I am particularly drawn to this opportunity at [Company Name] because [mention something you admire about the company, such as its products, culture, or values]. I am confident that my skills and experiences align well with the responsibilities of the Sales Manager role, and I am eager to bring my expertise in sales strategy and team leadership to your team.

Thank you for considering my application. I look forward to the opportunity to further discuss how I can contribute to the continued growth and success of [Company Name]. Please find my resume attached for your review.


[Your Name]

Sales Manager cover letter example

Jane Doe 123 Maple Street Anytown, State, 12345 555-123-4567

October 1, 2023  

Mr. John Smith Hiring Manager Innovatech Solutions 456 Technology Drive Techville, State, 67890

Dear Mr. Smith,

I am excited to apply for the Sales Manager position at Innovatech Solutions, a role that perfectly aligns with my extensive experience in sales leadership and my passion for technology. With over 10 years of experience in dynamic sales environments, including my recent role as a Senior Sales Lead at TechGlobal, I am confident in my ability to drive Innovatech’s sales team towards exceeding its goals.

During my tenure at TechGlobal, I successfully led a team of 15 sales professionals, achieving a 40% increase in sales revenue over two years. My strategic focus on customer-centric sales approaches and innovative sales process optimization were key to this success. My strong leadership skills, coupled with my expertise in analytics and CRM tools, have enabled me to effectively forecast sales trends and implement effective sales strategies.

I am particularly impressed by Innovatech’s commitment to innovation and its customer-focused solutions. I am eager to bring my strategic sales vision and leadership skills to the Sales Manager position, contributing to the continued growth and success of Innovatech Solutions.

Thank you for considering my application. I am looking forward to the opportunity to discuss in more detail how I can contribute to the Innovatech team. Enclosed is my resume for your review.


Jane Doe

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If you’re stuck on how to start, Grammarly’s AI cover letter generator can help with a first draft. Then, use Grammarly to proofread your writing for easy-to-miss mistakes, assess your tone, and more, so you can feel confident you’re writing clear, professional, and mistake-free letters—every time.


Crafting a compelling cover letter is an essential step in applying for a sales manager position. By following the guidelines and using the template and example provided, you’ll be well on your way to creating a personalized, engaging cover letter that showcases your qualifications and enthusiasm for the role. Remember, a well-crafted cover letter can set you apart from other candidates, so take the time to personalize it and make it your own.

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