Software Sales

How to Write a Software Sales Cover Letter | The 7 Essential Elements

Your software sales cover letter will be the first thing a potential employer sees when evaluating you as a candidate for a tech sales position. It’s therefore crucial that you write a cover letter that articulates why you’re perfect for the job. So let’s go over how to craft a SaaS sales cover letter to help you stand out from the crowd and win the position.

We’ll give you the seven elements of any successful software sales cover letter, some best practices, and a few examples of well-written cover letters for different tech sales positions.

The 7 Components of an Effective SaaS Sales Cover Letter

There are seven components out of which you should form your cover letter. This structure will ensure you hit all the key points hiring managers are looking for, plus it’ll show your professionalism and business acumen, both of which are important for SaaS sales positions. Let’s cover those seven essential elements.


On the top of the page write your name and your contact information — name, address, phone number, and email address. Below it, on the left-hand side, write the employer’s information: name, company name, and address.

Here’s an example of an effective header:


It’s best practice to write Dear Mr./Mrs./Mx. {Last Name} as your salutation. However, sometimes the application won’t list the hiring manager’s name. In that case, consider calling the company’s front desk to see who’s reviewing applications. Besides enabling you to avoid writing “to whom it may concern”, this action also shows that you have initiative, a key skill required for SaaS salespeople.


This is the first paragraph. Tell the employer you’re interested in {X job} for {X company} so that they know which job you’re applying for. Then go with a strong statement that’s focused on them and their needs to hook the reader in. Do a little research about the company and include it in this paragraph. Talk about their company and sales goals. Say something along the lines of: “I understand company X is trying to go national with its NYC software platform, and I’m the person to help because {attributes, experience, and strengths}”

Qualifications & Experience

Here’s where you back up those claims you made in the introduction about your strengths with real historical evidence such as your sales qualifications and experience. In tech sales, this will likely discuss your last few sales positions or experiences and highlight the sales opportunities, revenue, or other important metrics you improved for the company.

If you’re going for a business/sales development position, you don’t necessarily have to have sales experience. With these commonly entry-level positions, you can get away with writing down experiences that show you’re quick on your feet, personable, comfortable on the phone, and possess strong business acumen.

You’re trying to sell the hiring manager. So don’t be afraid to gloat in this section. List rewards and, if you were a top performer on your sales team or the nationwide team, list your ranking — e.g. top 10% of our nationwide reps four years in a row. Consider using bullet points here to make it more digestible for the reader.

Values and Goals

Now show the hiring manager that you’ve done your research on their company and understand the values they stand for and the goals they’re trying to achieve. Mention 2-3 values or goals that you’ve found on the job description or the company’s website (the mission statement is a good place to start).

Then explain why you exemplify those values and why you are an asset that will help them reach those goals. A well-written section will help them see that you’ll fit in with their culture. For example, if the company is a fast-paced startup that’s constantly changing, describe an experience when you had to adapt to changes quickly.


Your closing paragraph should summarize your interest and reasoning for why you’re the perfect fit for their company. Name the skills that are most relevant to the job posting’s needs. You should also make a call-to-action, where you provide the next steps for the application process.

Consider including your phone number and email address again and telling them to give you a call if they’re interested or have any questions. Treat it as you would a sales email. Also, thank them for taking the time to read your cover letter — a little humble respect never hurts. And express how you’re looking forward to potentially speaking with them.


It’s best practice to end a tech sales cover letter with “sincerely” since it’s professional and universally accepted. Below it, if you haven’t already, include information about yourself including your phone number, address, and email address so that they can easily contact you.

Tips for Writing a SaaS Sales Cover Letter

Regardless of the position in tech sales, you’re applying for there are some best practices you can follow to optimize your cover letter’s chances of success.

Personalize it to the Job Description

Make it personalized to the job description and what the hiring manager is looking for. Use the cover letter to explain how you fit their needs listed on the job posting, being sure to back up your claims with experiences and accomplishments you’ve had over your career. This personalization makes sure that they don’t just think you’re only a great tech salesperson. They’ll also know you’re the right person for this specific role and company.

Reflect on Your Past Achievements

Before writing, look at the job application and description and what they’re looking for. Then, put it away and start to think about your past accomplishments, searching your memory for ones that relate to the criteria laid out in the job posting. As they come to mind, write them down. Quota attainment for a consistent number of years, revenue brought in, new business leads generated, and percentage rank among team members are typically good places to start.

Keep it Short & To the Point

Your cover letter should fit on one page and be divided into four paragraphs or three paragraphs with a bulleted list. You want each sentence to be as succinct as possible. Being economical with your words will create a more pleasant experience for the reader. It’ll also ensure they stay engaged long enough to read your full cover letter.

Software Sales Cover Letter CSM Example 

This software sales cover letter example does a great job of showing how the applicant’s past experience will make them a great fit for a customer success manager position at a B2B SaaS company. Because they got the job, we recommend giving it a read for inspiration as you write your own.

Software Sales Cover Letter AE or Inside Sales Example 

Because of its focus on revenue closing and hunting, this cover letter is a good example of one you might use when applying for the role of Account Executive or Inside Sales Rep at a software company. Although this example in particular is for a job in the finance industry, the letter still hits the key points you want to get across when crafting yours for the software industry.

Software Sales BDR or SDR Cover Letter Example

This letter is an example of a simple, to-the-point letter used by someone who applied for and got a sales development, cold outreach focused role at a software company, ChowNow. Give this SDR/BDR cover letter a read to get a feel for the confident and fast-paced tone you want to exemplify in your writing.

Bottom Line: Make the Sale

As you write your cover letter, treat it as a practice in sales. View the recipient as the potential customer, and yourself as the product. As you would while formulating a pitch after a discovery call, think in terms of what the employer wants from their new hire.

Research and consult the job posting, their website, and, if possible, the employer’s LinkedIn profile to learn more about their needs and potential wants. Then tailor your tech sales cover letter to them. When you step into their shoes you’ll be more likely to write a letter that grabs their attention and makes them desirous to work with you.