A Cover Letter can be a Sales Presentation of You

A cover letter’s only objective would be to compel the reader into contacting you. In some techniques, it is also to introduce yourself and set the stage for the resume. Yet, in the event you can write a cover letter that compels the hiring manager to call you, then the resume just becomes what it’s meant to be; a documented list of past experiences and accumulated skills.

Let us look at this from a sales perspective. A sales presentation is essentially composed of four parts:

- Approach

- Presentation

- Proof

- Close

The cover letter is the presentation along with the close. The resume becomes the proof that supports your presentation as laid out inside the cover letter. The approach is basically what you do to get the hiring manager to read your offer.

If the presentation is solid, the proof is some thing buyer requirements to reinforce his belief that he made an excellent buy. So, in that light, the resume becomes the afterthought in a sense. In the event you have written a cover letter that successfully convinces the hiring manager to call you, then the resume merely reaffirms that, “yes, I am doing the correct thing in calling this person, why; take a look at how sterling the resume is!”

On the other hand, if the cover letter fails to impress or convince; all the tough work of putting together the resume could be for nothing. An individual ought to already have a “buying” predisposition for the proof to work, otherwise all the testimonials and proofs will most likely not be sufficient.

Most folks are familiar with the features and advantages of a product and what the differences are. In short, features are what make a product exclusive along with the benefits are “what’s in it for me.” Yet in making the presentation, it’s not sufficient to simply state mostly the benefits or mostly the features.

An excellent sales presentation makes the connection between a feature that the buyer most cares for along with the benefit to the buyer. It is the connection that you draw that sets the stage for the close. It is not sufficient to say, “I am proficient in sales management, having directed 6 sales representatives in achieving 106% of sales quota for 2000.” Which is the feature, that is nice; but so what.

It’s not enough to say, “I can generate an boost in sales for your company by building a team of aggressive sales representatives.” Which is nice, that’s a benefit to hiring you I suppose, but what makes me believe that? And do I need to go back to the previous statement and make my own connection?

The feature and benefit ought to flow to something like, “I can bring increased sales and revenue to your company; as I did for Wily E. Acme Inc., where I achieved 106% of sales quota for 2000,” or words to that effect. You state the benefit first, and then, bridge to the feature. In this case, you’re the product and so the cover letter is your sales pitch of you.

As you write your presentation, as a lot as making the connection for the hiring manager is critical, even a lot more critical is making the right connection between the feature she is seeking along with the advantages she needs. Along with the answer to that riddle is in the job description and your analysis of the business. You must not send form letters, willy-nilly, to every job you are interested in.

Choose the position and also the firm that is a match for you, and then, you must dissect the job description. Make a bullet point list of what they’re trying to find. Then make a list of your skills and qualifications. And as you did in grade school, draw a line between what they’re looking for and what you’ve got to supply.

Research the firm and business and attempt to pinpoint which of the bullet pointed items seem to be probably the most essential.

Mirror the words and descriptions that you picked out of the job posting and description. Nearly every job posting is fairly exact in what they are trying to find. So,give them what they want in the words they wrote it in. If you use a template to get the flow of ideas down first, fine; then tweak the letter to mirror what the organization is searching for.

And naturally, you need to close the letter by asking for a choice, “I suggest getting together immediately to discuss the possibilities between us, you might call me at (000) 000-1234.”

In concept, I suggest you write the cover letter as though it was a sales presentation. As you write the letter, write it in terms of what the buyer is trying to find and inside the words the company uses. You letter will probably be far more compelling.

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