You start out writing your cover letter by focusing on what you can do for the company. So in order to do that you have to do a little research and find out what the company does and how you can help them solve their problems. Come right out with it in the first sentence. You might say something like," I understand ABC Co. did $500,000 in sales last year. It's competition did $750,000 and I would like to help you meet that goal in an effective and efficient manner this year. The five years I spent at XYZ Co. as Sales Manager has prepared me to take on a grand new challenge in the position on your sales team."
Then you go into other experience you've had, and you put your education or training after that. That is if you've got more experience than college credits. If it['s the other way around, put your education on there and then your experience.