To write an eye-catching sales manager cover letter, you need to feature accomplishments that demonstrate your leadership capabilities and sales expertise. Emphasize your ability to manage personnel, define high-impact sales strategies, and drive revenue growth. This guide provides cover letter examples and expert tips to help capture the nuances of your sales experience and land that next big job opportunity.
I’m contacting you regarding the sales manager role with Excelsior Technologies. At Armin IT Solutions, I implemented new sales strategies to expand market penetration and facilitate revenue growth across two territories. This resulted in a 30% increase in sales revenue for 2023. My expertise as a sales leader within the technology industry would be an asset to your team in this position.
Excelsior Technologies’ reputation for delivering innovative information technology (IT) solutions to enterprise businesses draws me to apply for this opportunity. Throughout my career, I’ve managed relationships with multi-million dollar client accounts and achieved retention rates of over 90%. I can help your organization continue to excel based on my previous accomplishments:
Managed a team of over 15 sales representatives and account executives, provided support during high-level consultations, and identified opportunities to improve performance, resulting in a 40% increase in sales revenue in 2022 and an average close rate of 35%
Served as the point of contact for escalated client issues, managed stakeholder relationships with multi-million dollar accounts, and improved client retention from 75% to 90%
Coordinated with the sales director to implement new sales strategies, expand market penetration, and facilitate revenue growth across two territories
I would like to schedule an interview to tell you more about how my expertise in sales strategy can help Excelsior Technologies continue to improve its position within the global market. You may contact me via phone or email for any questions you may have about my background. I appreciate your time and consideration.
Sincerely,
Kevin Morrison
Jennifer Greene
Sales Manager | [email protected] | (123) 456-7890 | Philadelphia, PA 12345 | LinkedIn
I’m reaching out about the sales manager position with Northeast HVAC Solutions on LinkedIn. As you can see from my attached resume, I have a proven track record of managing, coaching, and developing high-performance sales teams to exceed revenue goals. I can achieve similar results for your organization in the sales manager role.
Northeast HVAC Solutions’ reputation for customer success is what interests me in joining your team. At Cadence HVAC Co., I led continuous improvement initiatives and successfully increased client satisfaction from 80% to 93%. I’m the ideal fit for this opportunity based on my career achievements:
Managed and built a team of over 40 sales representatives and account executives, coordinated the sales process for commercial HVAC equipment, and implemented new sales incentives
Coordinated cross-functionally with the marketing department to align quarterly sales campaigns with overarching marketing strategy, resulting in a 10% increase in sales conversions
Achieved 130% of annual sales quota and generated over $25 million in annual revenue
I hope to speak with you further regarding how my sales management experience within the HVAC industry could be an asset to your team. Feel free to contact me via phone or email at your convenience. Thank you for your time and consideration.
Lori Taylor
Senior Hiring Manager
Wyndham
(987) 654-3210
loritaylor@wyndamhotels&resorts.com
Dear Ms. Taylor:
I’m interested in applying for the sales manager position with Wyndham Hotels & Resorts. With over 12 years of sales experience, I’ve successfully developed new account-based sales and marketing strategies for a premiere hotel with over 400 rooms. This resulted in over $2 million in new business over three years. My knowledge of the hospitality industry will allow me to excel in this role.
Wyndham Hotel & Resorts’ reputation as a top-five luxury hotel brand is what draws me to apply for this position. As a sales manager with Hotel Indigo, I drove a large-scale rebranding initiative to revitalize the brand’s image and drive new bookings by over 20%. I can create value for your team based on my previous successes:
Developed and implemented a new account-based sales and marketing strategy for a premiere hotel with over 400 rooms. This resulted in over $2 million in new business over three years
Oversaw a team of more than 30 hotel representatives, delivered training on guest relations and upselling techniques, and improved sales revenue for add-on services by 25%
Coordinated with marketing teams and executive leadership to support a large-scale rebranding initiative, contributing to a 20% increase in bookings in 2022
I would like to schedule an interview to discuss how my sales experience in hospitality can drive positive business outcomes for your organization. Feel free to contact me via phone or email at your convenience. I appreciate your time and consideration.
Sincerely,
Yaling Zhang
Michael Trent
Automotive Sales Manager | [email protected] | (702) 555-4391 | Las Vegas, NV 89101 | LinkedIn
April 30, 2025
Jenna Caldwell
General Manager
Silverline Auto Group [email protected]
Dear Ms. Caldwell:
I’m excited to apply for the automotive sales manager position at Silverline Auto Group. With over eight years of experience in the automotive industry, I’ve consistently led top-performing teams and delivered measurable improvements in customer satisfaction and sales volume. My deep knowledge of auto retail operations and track record of driving dealership growth make me confident in my ability to succeed in this role.
Silverline Auto Group’s reputation for exceptional customer service and innovation in the auto retail space draws me to apply. While serving as sales manager at Desert Ridge Motors, I restructured the sales process to improve lead tracking and shorten the customer decision cycle. These changes played a major role in exceeding sales targets for six consecutive quarters. I can bring similar success to your dealership based on my previous experience:
Increased year-over-year unit sales by 34% by introducing a customer-centric sales training program and streamlining the finance-to-sale handoff process
Reduced average vehicle days-on-lot by 28% through a targeted digital marketing campaign and data-informed pricing strategies
Managed a 20-person sales team, launched an onboarding program that cut turnover by 40%, and maintained the highest CSI score in the region
I’d welcome the opportunity to bring my leadership, sales acumen, and operational knowledge to Silverline Auto Group. Please feel free to contact me to set up a time to connect.
I’m excited to apply for the regional sales manager position with Vista Brands. With over a decade of experience driving business-to-business (B2B) sales in the consumer products industry, I’ve led high-performing, multi-state teams and grown revenue in competitive markets. My leadership style is rooted in mentorship, performance metrics, and developing scalable sales strategies to drive long-term growth.
Vista Brands’ commitment to modernizing its product lines while remaining responsive to regional market trends is what draws me to your team. At Allied Systems, I was tasked with revitalizing the underperforming Southwest territory. Within a year, I transformed it into the top-producing region, leading with strong talent development and data-driven decision-making. I can create similar results for your company based on these achievements:
Increased regional sales revenue by 48% in two years by launching hyper-localized marketing campaigns and implementing an incentive structure based on performance benchmarks
Managed a team of eight account executives across three states, provided field coaching and customer relationship management (CRM) training, and improved average deal size by 20%
Established pipeline reporting and sales forecasting tools, which enhanced accuracy and enabled proactive quarterly planning for regional leadership
I welcome the opportunity to bring my regional expertise and sales strategy experience to Vista Brands. Please feel free to contact me at your earliest convenience to schedule an interview.
Sincerely,
Tasha Reynolds
Kevin Marshall
District Sales Manager | [email protected] | (404) 555-6982 | Atlanta, GA 30339 | LinkedIn
April 30, 2025
Danielle Brooks
Regional Director
Greenway Consumer Goods [email protected]
Dear Ms. Brooks:
I’m writing to apply for the district sales manager position with Greenway Consumer Goods. With over seven years of experience managing sales performance and operations in the retail sector, I bring a proven ability to lead teams, exceed revenue goals, and improve in-store execution. My ability to blend field leadership with sales data analysis makes me a strong fit for this position.
Greenway’s focus on eco-conscious consumer products and its growing market share in the Southeast excite me most about this role. As district sales manager at Apex Naturals, I led a high-performing district that achieved best-in-region status for two consecutive years. I can bring similar energy and success to Greenway based on my prior results:
Drove a 22% year-over-year increase in district revenue through strategic placement of promotional SKUs and regular performance audits of 10+ store locations
Reduced inventory shrink by 18% by improving backroom processes, rolling out weekly inventory checklists, and conducting monthly compliance reviews
Recruited, trained, and promoted five store managers, and improved district-wide employee retention by over 30% in two years
I’d love to discuss how my leadership background and district-level experience can contribute to Greenway’s continued growth. Thank you for your time and consideration.
Sincerely,
Kevin Marshall
How To Write a Sales Manager Cover Letter
To write a great sales manager cover letter that stands out in today’s competitive job market, you need the right pitch. Focusing on your previous success using metrics, monetary figures, and data is essential, but it’s also important to note the nuances of your sales background. What truly makes you unique as a manager or sales strategist? How can you leverage your expertise to generate results for the company you’re targeting? By answering these questions, you’ll have everything you need to build a winning sales manager cover letter.
1. Contact information and salutation
List all essential contact information at the top of your sales manager cover letter, including your name, phone number, email, and LinkedIn URL. Greet the hiring manager by name — Mr. or Ms. [Last Name]. If you can’t find the hiring manager’s name, use a variation of “Dear Hiring Manager.” Avoid using salutations such as “To Whom It May Concern,” as these types of greetings are less personal and widely considered outdated.
2. Introduction
Grab the attention of potential employers with a powerful introduction at the top of your sales manager cover letter. Emphasize your years of experience in sales and anchor your opening paragraph with a stunning achievement backed by a strong metric or monetary figure. This will draw the hiring manager in and entice them to explore your sales background more thoroughly.
Notice how in the example below, the applicant explores the innovative strategies they’ve employed throughout their sales career. Technology is a highly competitive market and often difficult to penetrate. This context makes the 30% increase in revenue even more impressive and adds a dynamic element to their sales manager cover letter.
Example
I’m interested in applying for the sales manager role with Excelsior Technologies. During my time with Armin IT Solutions, I implemented new sales strategies to expand market penetration and facilitate revenue growth across two territories, resulting in a 30% increase in sales revenue for 2023. My expertise as a sales leader within the technology industry would be an asset to your team in this position.
3. Body paragraphs
Continue to describe your most compelling career achievements and qualifications in the body paragraphs of your sales manager cover letter. Start by mentioning something specific about the company’s reputation, products, or culture and why you’re interested in joining their team. Focus on your ability to manage sales teams, develop new strategies, and drive revenue growth.
In the example below, the candidate provides an impactful overview of their sales career. In addition to featuring powerful numbers and strong leadership capabilities, they also draw attention to their expertise in marketing. A brand’s image is inextricably linked to sales, which is why this rebranding initiative is such an important part of their story to highlight. By exploring the nuances of your professional experience, you can greatly enhance the impact of your sales manager cover letter.
Example
Wyndham Hotel & Resorts’ reputation as a top-five luxury hotel brand draws me to apply for this position. As a sales manager with Hotel Indigo, I drove a large-scale rebranding initiative to revitalize the brand’s image and drive new bookings by over 20%. I can create value for your team based on my previous successes:
Developed and implemented a new account-based sales and marketing strategy for a premiere hotel with over 400 rooms, resulting in over $2 million in new business over three years
Oversaw a team of more than 30 hotel representatives, delivered training on guest relations and upselling techniques, and improved sales revenue for add-on services by 25%
Coordinated with marketing teams and executive leadership to support a large-scale rebranding initiative, contributing to a 20% increase in bookings in 2022
4. Sales manager skills and qualifications
Hiring managers aren’t interested in reading through a long list of skills on your sales manager cover letter. They want to see how you’ve successfully applied these skill sets to generate revenue throughout your career. As you build your content, carefully integrate keywords from the job description into your paragraphs. Below are various key skills to consider adding to your sales manager cover letter:
Key Skills and Qualifications
Account management
Business development
Business-to-business (B2B) sales
Business-to-consumer (B2C) sales
Client relations
Cold calling
Consultative sales
Cross-selling
Customer relationship management (CRM)
Inside sales
Lead generation
Lead qualification
Prospecting
Salesforce
Sales management
Sales operations
Sales strategy
Solution selling
Strategic selling
Upselling
5. Closing section
Close out your pitch with a call to action (CTA) in the final paragraph of your sales manager cover letter. Reinforce how your expertise in people management and sales strategy can create value for potential employers. Be sure to thank the hiring manager for their time and consideration in the last sentence.
Example
I would like to schedule an interview to tell you more about how my expertise in sales strategy can help Excelsior Technologies continue to improve its position within the global market. You may contact me via phone or email for any questions you may have about my background. I appreciate your time and consideration.
Best regards,
Kevin Morrison
Sales Manager Cover Letter Tips
1. Quantify your sales experience
Incorporating hard numbers, metrics, and monetary figures is essential for any sales-related cover letter. Quantifying your achievements sends a clear message to potential employers that you have a proven track record of success as a sales professional. That said, it’s important to be tactical in terms of how you feature numbers and data. For example, at a larger company, you might emphasize revenue growth using a monetary figure. If you have experience in a smaller organization where the figure might not look as impressive, it might be better to focus on quota attainment instead.
2. Feature your leadership and people management skills
As a sales manager, you’ll often be tasked with managing, leading, and developing personnel. Hiring managers want to see you can communicate effectively with sales staff, cross-functional teams, and client stakeholders. In the example below, the candidate displays these different facets of their leadership background using tangible achievements from their career:
Managed a team of more than 15 sales representatives and account executives, provided support during high-level consultations, and identified opportunities to improve performance, resulting in a 40% increase in sales revenue in 2022 and an average close rate of 35%
Served as the point of contact for escalated client issues, managed stakeholder relationships with multi-million dollar accounts, and improved client retention from 75% to 90%
Coordinated with the sales director to implement new sales strategies, expand market penetration, and facilitate revenue growth across two territories
3. Highlight your industry knowledge
Having a comprehensive understanding of both the product and market is essential for driving sales conversions. A broad industry knowledge allows you to make a much stronger case for why customers should adopt your products or services. In the example below, the candidate demonstrates a strong background in hospitality. This may differentiate them from other applicants when pursuing sales manager roles in this industry:
I’m interested in applying for the sales manager position with Wyndham Hotels & Resorts. With over 12 years of sales experience, I’ve successfully developed new account-based sales and marketing strategies for a premiere hotel with more than 400 rooms. This resulted in over $2 million in new business over three years. My knowledge of the hospitality industry will allow me to excel in this role.
Sales Manager Cover Letter FAQs
Why should I include a sales manager cover letter?-
Although a cover letter won’t be required for every job you apply for, submitting one can help bolster the strength of your application. Crafting a custom cover letter for each company speaks to both your professionalism and genuine enthusiasm for the opportunity. This small personal touch is sometimes all it takes to make a lasting impression on the hiring manager.
How do I make my cover letter stand out?-
To grab the attention of potential employers with your cover letter, emphasize your unique sales approach coupled with powerful metrics and strong numbers. Highlight your ability to interface effectively with clients, communicate value propositions, and enhance the performance of sales teams. Demonstrate the value you can bring to their organizations.
How long should my cover letter be?-
It’s generally advised to keep your cover letter concise and focused, limited to no more than three or four paragraphs. This ensures the hiring manager’s attention is fixed on your most notable contributions and achievements from your sales career. If you include too much information and vague details, the reader may become disinterested before they’ve engaged with your content.
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Frank Hackett is a professional resume writer and career consultant with over eight years of experience. As the lead editor at a boutique career consulting firm, Frank developed an innovative approach to resume writing that empowers job seekers to tell their professional stories. His approach involves creating accomplishment-driven documents that balance keyword optimization with personal branding. Frank is a Certified Professional Resume Writer (CPRW) with the Professional Association of Resume Writers and Career Coaches (PAWRCC).