D
Dawn

Sales Representative Cover Letter Template

Professional template and example for Australian job applications

Sales Representative Cover Letter Example

Dear Hiring Manager, I’ve spent five years building strong relationships with retailers and end users, and I’ve learned how to balance product knowledge with market needs. In my last role I helped [Previous Company] streamline our field visits and lowered response times to client queries by using a simple CRM workflow. It’s about keeping it practical and using the data we already collect to shape conversations on the ground. I’m keen to bring solid account management and lead generation skills to [Company Name]. I can compile prospective client lists, visit outlets, quote clear prices and terms, and coordinate delivery and after-sales service. I keep a close eye on competitor moves and market shifts, and I’m comfortable producing sales reports that aren’t cluttered with jargon. I want to contribute to a team that values practical, steady progress. A recent stint with a regional client base shows the kind of impact I aim for. After a quarterly review, I adjusted our delivery windows and followed up on a stalled quote, which helped renew a key contract and significantly reduced order delays. The work involved coordinating delivery schedules, updating pricing as needed, and documenting client feedback for product teams. I’m available for a chat about the role at [Company Name] and how I can help grow your network of customers. If you’d like to see more specifics, I’m happy to share a short example plan and a couple of references. Kind regards, [Your Name]

Stand out and land Sales Representative interviews with a customised cover letter

Free to try

Our AI analyses your experience against the job requirements to create a targeted cover letter that gets noticed.

ATS-optimised

Passes applicant screening systems

AI-powered

Matches your experience to job requirements

Complete both steps above to generate your cover letter

What happens next: Our AI will match your skills to the job requirements, highlight relevant achievements, and create a compelling narrative that positions you as the ideal candidate.

Why This Sales Representative Cover Letter Works

Opening Paragraph

Hook with specific achievement + role alignment

Skills Match

Maps experience to job needs + company research

STAR Example

Situation-Task-Action-Result with numbers

Professional Close

Forward momentum + availability

Key Requirements for Sales Representative Roles

Essential Skills to Highlight

Make sure your cover letter demonstrates these key skills:

Product KnowledgeMarket KnowledgeProspectingLead GenerationField SalesRelationship BuildingCustomer ServiceQuotation and PricingOrder ProcessingDelivery CoordinationAfter-sales ServiceCompetitor AnalysisMarket ResearchSales ReportingExpense Management

Tip: Include specific examples of how you've used these skills in your STAR example paragraph.

Core Responsibilities to Address

Align your experience with these typical responsibilities:

  • Promote and Sell Company Goods
  • Acquire Updated Product Knowledge
  • Compile Prospective Client Lists
  • Visit Clients and Retail Outlets
  • Quote Prices and Terms
  • ...and more

Tip: Reference 2-3 of these responsibilities when describing your relevant experience.

Sales Representative Cover Letter Best Practices

Structure (4 Paragraphs)

Opening (40-60 words): State the role and company, plus one compelling hook
Match (100-130 words): Map 2-3 achievements to their top requirements
Proof (80-100 words): One detailed STAR example with quantified results
Close (30-40 words): Confirm fit and invite discussion

Essential Requirements

  • • Length: 250-350 words (one A4 page)
  • • Australian English spelling and dates (DD/MM/YYYY)
  • • Address to specific person when possible
  • • No photos or personal details (DOB, etc.)

What Makes It Strong

  • • Specific achievements with numbers
  • • Company research in second paragraph
  • • Keywords from the job description
  • • Professional but personable tone

Common Mistakes to Avoid

  • • Generic opening lines
  • • Repeating your CV chronologically
  • • Including salary unless asked
  • • Exceeding one page