A salesman’s primary job is to sell the products of a company and achieve set targets. A salesman cover letter must illustrate to the hiring company your capability of making a product or service attractive to the target audience. You must also display a drive to achieve and exceed sales targets. Briefly describe your previous work experience in comparable positions and mention your professional achievements in those positions. Characteristics you may want to consider including in your cover letter are; outstanding selling skills, sales driven and capable of meeting targets and excellent customer service skills.