It’s your introduction to a prospective employer, it’s very likely the first time that they have heard your name. You want to make sure that you make an impression, a good one. That means no obvious mistakes such as bad spelling or grammar, but there are many other tips that will help make sure that your cover letter makes you stand out amongst all of the other candidates that are applying for the same position. In the current economy, employment opportunities, and especially sales job opportunities, are highly competitive, and giving yourself a leg up is imperative to securing a new position.

Study The Company – This is important during the interview procedure, but should already begin in the pre-interview phase when writing your cover letter. This will help you target your cover letter to the particular organization to which you are applying.

Make A Connection: Name drop, but judiciously. Don’t be obsequious or overly slick. Perhaps mention the name of a person within the organization that you know, or the person or recruiter that recommended the position to you. This often can act as a reference to your credibility and interest in the job. However, connections in a sales cover letter are not just about people, but about the job itself. Make sure that you have carefully read the position description and list the skills that meet the needs. Explain how you can meet and exceed the needs of the company by showcasing the skills that you have that have a direct bearing on the posting. Make sure to list your experience and “wins” as well.

Preferably a cover letter is no more than one A4 in length. A good sales person should be able to sell themselves without going into extreme detail. Fewer words are better, but it is important to squeeze as much meaning into those few words as possible.

Also make sure to note your education, but don’t go into extreme detail. If you feel that there is a certain aspect of your education or experience that will be of particular value to the company, be sure to include that in your cover letter.

End your cover letter by letting the person to whom it is addressed know that you will follow up in a specific period of time, and then do it. Follow up, and doing what you say you are going to do will show potential employers that you are serious about employment with their company.

Always remember that your cover letter is your introduction to your future employer. You may have to send out many before you finally land your ideal sales job, but practice makes perfect, and if at first you don’t succeed, try try again as the cliché goes.