Using a Cover Letter as a Sales Tool

Using a Cover Letter as a Sales Tool

A cover letter as the potential to set you apart from other candidates by demonstrating your exact match to the position and how you will fill the client's needs. As in sales you should do a client needs assessment before trying to sell them any product or service. The same theory applies to a cover letter. You will be able to tailor your experience specifically to the position and hopefully impart some of your enthusiasm about the role and potential employer.

You will be using a different format than a resume and will be able to add a bit more personal information that will set you apart from others with similar backgrounds. Make it less than one page and be sure to be as descriptive and persuasive in your writing style as possible. The same attention to accuracy that applies to your resume is important here as well. No spelling mistakes!

Like a Resumé, a cover letter contains several critical components:

The Heading:

Include full name, address, phone number and e-mail at the top of the page. If your address changes during your job search, send another Resumé and cover letter for the position that interests you. HR departments won't bother to change the information on your first version.
The First Paragraph. This is the introductory section of your cover letter. In the first paragraph, you should state how you learned about the job opening and your reason for sending the employer your Resumé. If you're applying for a specific position, be sure to include that information in the first sentence of your introduction.

If you've researched the company, be sure to mention why you're interested in it. You will differentiate yourself from the others by demonstrating your knowledge of company.
The Second Paragraph. Among hiring officials, the buzz word these days is "value offered." Explain the particular benefits you offer an employer. Not only will it get the employer's attention, it will distinguish you as a job hunter whose goal is to do the job rather than just get a job. Use this section of your cover letter to discuss your value as an employee over and above the information in your Resumé.

Talk about your transferable skills, such as being a self-starter and having excellent organizational abilities. Cite a specific reason why you're the ideal candidate for the position, then customize your letter to prove or demonstrate that point.

Focus instead on two or three qualities that distinguish you most. Also, try to connect these qualities to the position's key requirements. Focus on your particular area of expertise if it fits the position.

In closing, thank the reviewer for their time and mention that you are looking forward to meeting with them to discuss your fit for the position further.

This is a great sales opportunity, make the most of it by customizing your cover letter as a sales pitch of your skills and why the client needs you.