“We want to work in your company”. This is the direct way the A4 and A6 Audi models are aimed at the manager to whom this mailshot was addressed. This was done by using a tool that is very familiar to such people: a CV of both cars with the intervention of the Sales Manager of the nearest dealer (customised) recommending them. The mailshot consisted in a letter and a folder containing two CVs including photographs and a detailed description of each model (personal details, work experience, skills, prizes, etc.). In addition, an offer of sale was also enclosed.

A 2% response rate to the mailshot was achieved without telemarketing, which was brought up to 13% with telemarketing. Furthermore, there was a 2% intention to purchase in six months.