Question

eBookPrintReferencesItem 8Required information Required information Skip to question Writing an Effective Cover Letter   Cover letters are persuasive messages that sell an applicant’s skills and abilities. This activity requires you to think carefully about the content of a cover letter so that the message is targeted to the audience’s needs and communicates the applicant’s qualifications for a position.   Analyzing this case requires an understanding of the following concepts regarding cover letters:   -Solicited versus unsolicited cover letters -Selecting content -Gaining attention in the opening -Organizing for persuasion -Driving for action in the close   Read the case and answer the questions that follow.   Rico is a junior at McKinley College and is applying for an internship in sales with Southern Valley Insurance Company. He saw the job posting in the career services office on his campus and was fortunate to talk with company representative Charlotte Farmer at the recent Internship Mania event at McKinley. Charlotte told Rico to send his résumé and cover letter to the company and handed him the human resources director’s business card.   Rico has done some research on the company and has decided this is a place where he would really like to work. He knows he doesn’t have a lot of sales experience, but he has worked as a server at a restaurant. He has excellent customer service skills and is known for his ability to work as a team member. He has also taken courses in sales including professional sales, sales management, and buyer behavior. He has written the following cover letter and would like your feedback.   Mr. Chuck Roberts, Human Resources Director Southern Valley Insurance Company 425 Broadway Street St. Louis, MO 63101   Dear Mr. Roberts:   I have seen Southern Valley’s website, and I am impressed with your commitment to community involvement. Your work with the local youth club and Junior Achievement, as well as your generous support of environmental causes, is commendable. It is understandable that you receive many applications each year for sales interns. I am hoping I can be among the lucky ones, as this opportunity would be great for me to learn about the insurance business and get work experience.   I, too, am very interested in community service. In this last year, I have volunteered for neighborhood cleanup and tutored elementary students in reading and in math. I am also an avid outdoors person who is committed to protecting our environment, just as you are. My personality and interests are consistent with your company philosophy, which would make me a great fit for a sales internship. I am also a marketing major with a sales emphasis. Though I have never actually sold anything, I do work as a server for a restaurant, where I promote daily specials. Last week, I won the award for having the most orders for the specials on the days that I worked. You can see from my résumé that I am well qualified for an internship.   I am really interested in this position and would appreciate the opportunity to further discuss this matter during an interview. I know this could be a win-win situation for both of us, as I gain needed experience, and you benefit from an intern who is also committed to the community.   Sincerely,   Rico Reyes   Enclosed: Résumé What is the best way to address the fact that Rico has little sales experience? Multiple Choice ''As a server, I promote products and have won Server of the Week twice for selling the most daily specials.'' ''You might not think that a server sells products, but I sell daily specials on every shift and have won awards.'' ''I have never actually sold anything, but I work as a server for a restaurant, where I promote daily specials.'' ''I know selling insurance isn’t the same as selling food, but I know I can promote your product just as well.'' ''My current job isn’t technically in sales, but I have won awards for selling daily specials in my job as a server.''

Answer 1

The best way to address the fact that Rico has little sales experience is A. "As a server, I promote products and have won Server of the Week twice for selling the most daily specials."

Rico has to highlight the transferable skills he has gained from his current job as a server. This shows the employer that he has the skills and experience necessary to be successful in a sales internship, even though he has not worked in a sales role before.

Option A directly mentions Rico's experience as a server, which involves promoting products (daily specials) and winning awards for his sales achievements. It highlights his ability to sell and promote products, even though it may not be in a traditional sales role.

The question from the above is:

What is the best way to address the fact that Rico has little sales experience?

Multiple Choice

''As a server, I promote products and have won Server of the Week twice for selling the most daily specials.''

''You might not think that a server sells products, but I sell daily specials on every shift and have won awards.''

''I have never actually sold anything, but I work as a server for a restaurant, where I promote daily specials.''

''I know selling insurance isn’t the same as selling food, but I know I can promote your product just as well.''

''My current job isn’t technically in sales, but I have won awards for selling daily specials in my job as a server.''