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Be sure you use the proper cover letter format to make your cover letter readable and professional.

Copy-and-Paste Sales Manager Cover Letter Template (Text Format)

(Your Address)
(Today’s Date)

(Contact Person’s Name)
(Company Name)
(Company Address)

Dear (Mr/Ms/Mx) (Contact Person’s Name),

I am excited to apply for the Sales Manager position at (Company Name). With over nine years of experience leading high-performing sales teams and driving revenue growth, I am confident in my ability to contribute significantly to your organisation’s success.

In my current role at Baxi Heating, I implemented a KPI-driven approach that increased regional productivity and contributed to a 10% annual sales growth. By leveraging data insights and optimising CRM systems such as Salesforce, I have consistently exceeded sales targets and earned back-to-back ‘Employee of the Year’ awards. My ability to foster client relationships and train sales teams has been pivotal in achieving customer retention goals and exceeding company expectations.

Previously, at BMS Performance Ltd., I managed and coached a team of eight sales professionals, overseeing the best-performing regional sales team in 2016. By designing strategic promotional campaigns and conducting market research, I strengthened our competitive position while maintaining an exceptional ‘A’ rating in customer satisfaction.

I thrive in fast-paced, results-driven environments where my interpersonal, analytical, and leadership skills can make a tangible impact. I would be delighted to bring my expertise to (Company Name), where I can help shape and implement innovative sales strategies that drive sustained growth.

Thank you for considering my application. I look forward to the opportunity to discuss how my experience aligns with your goals.

Yours sincerely,

Your Name

How to write a sales manager cover letter

Before you begin writing, make sure you know how to write a cover letter in a way that makes you seem like the best candidate for the job.

A well-crafted cover letter to go with your sales manager CV can make all the difference to your job application because it allows you to tell a story about your achievements and how they translate into future success for the company you’re applying to.

To help you write a convincing cover letter, I put together this list of tips based on my experience as a career expert:

1. Open with a compelling introduction

Your cover letter introduction sets the tone of your application. Start off strong by highlighting a key achievement or management skill that will help you add real value to the hiring team.

With over eight years of experience as a Sales Manager driving revenue growth and developing high-performing teams, I’m excited to bring my strategic mindset and passion for client success to (Company Name).

This introduction works because it highlights specific areas of expertise (revenue growth and team management) and emphasises traits that make the applicant a natural fit for the role (their organisational skills and client focus).

2. Customise it to the role

By tailoring your cover letter, you prove to employers that you understand their goals and challenges. This is particularly important for sales management roles, where you need to understand products and target markets. A little research goes a long way.

Here’s what I recommend:

  • Research the company: Look at their website, recent press releases, or LinkedIn updates. What are they proud of, or where are they expanding?
  • Reflect their voice: If they emphasise customer-centric strategies or innovation, echo those themes in your sales manager cover letter.
  • Align with their goals: If they emphasise a particular focus, such as market expansion or improving client relationships, highlight your relevant skills and experiences that align with these objectives.

3. Showcase your leadership and team development skills

Employers value strong leadership skills because they directly impact team performance, sales outcomes, and overall business growth.

As a prospective manager, you should demonstrate an ability to inspire while also giving employers a sense of your management style.

Start by briefly outlining your leadership approach. For instance, do you prioritise coaching, setting clear goals, or fostering a collaborative environment? Then give a concrete example highlighting an achievement that demonstrates your approach in action. Quantify the results if possible, as this helps employers see the impact of your work.

In my role as Sales Manager at TechLine UK, I focused on coaching and clear goal-setting to drive team performance. When I joined, the team was struggling to meet targets and morale was low. I implemented weekly one-to-one coaching sessions to identify individual strengths and develop relevant growth plans. As a result, within six months, we achieved a 30% increase in quarterly sales and a 40% boost in team engagement scores.

This approach illustrates your leadership style, results, and the value you bring to a potential employer.

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Lauren Mastroni, a CV expert with CV Genius.
Written by

Lauren Mastroni

Lauren Mastroni is a CV expert and careers counsellor dedicated to crafting engaging content and providing actionable advice that empowers people in their job searches. An enthusiastic contributor to the CV Genius team, Lauren has a passion for developing valuable resources for job seekers. Lauren holds an MSc in Psychology from the University of Derby. She enjoys learning all she can about the career space, and is committed to helping job seekers of all experience levels navigate the job hunt and advance their careers. You can reach Lauren at [lauren] AT [resumegenius.com].