Walk into any large media buying agency in India, and you will treated to a catwalk of some of the most beautiful girls you have ever seen! Some strolling in, others walking out and a bunch just waiting at the reception to be called into conference rooms...
Please appreciate that I am not making a perverted or sexist remark here - I truly appreciate the beauty that surrounds when I wait on those media agency sofas and wonder why these heavenly people haven't become models or actresses or chosen any other exalted professional that leverages their good looks.
Instead, they have been hired by the biggest and best Media Houses to SELL MEDIA.
- Do old, grumpy, tough to crack and hard to convince MEN soften when they see Sexy, Good looking Sales 'chicks' selling to them?
- Is this a real world 'money cant't buy' gratification for them? To enjoy the soft pleadings and persuasions of young damsels urging them to buy a page in a magazine that has no proven readership or spots on a channel that is off the TRP charts?
- Does it temporarity (and mark the word temporarily) make them forget the rigors of media buying metrics and hard numbers and just make a decision on 'gut'...err...emotion?
Let me take of the silly lid and ask - DOES SEX SELL?
My personal belief is that it sometimes does take a deal a bit further, but then it STOPS there. Or let me even more candid in stating that maybe the Company does get one deal, but repeat business stalls UNLESS there is a real ROI involved. I am sure others have a different experience.
Also, the fun happens when the media buyer is a WOMAN! I wonder if astute media women buyers get PUT OFF by Chicks (who look better and sexier than them)
Even better - do they succumb to cute looking 'Toy Boys'??
What has been your experience in your domain in using Sexy, Good Looking People to SELL whatever it is that you are selling?? Do you think it is demeaning to people to be leveraged for their personal appeal in this way?!
Ps - I am NOT a sexist or someone who doesn't respect women and girls - Its quite the opposite!
It was direct on the female gender..hence the same way guys also can sell media......but at the end of the day.....it's only QUALITY" that matters....
..and....not all females who are attractive and preety use their feminity to do business....:) !!!am sure you agree to this...!!
I guess , i have 2 different opinions on this topic. Before that , i must congratulate you for having the gutts to touch this topic.
1. I used to head sales for 2 very large Internet organisations selling online recruitment solutions to leading corporates across the country. In both the organisations, we had a 50:50 ratio scene when it comes to male and female colleagues. I've noticed that 70% of the top sales professionals were girls. Most of them are quite intelligent and hardworking
2. Now, there is this other category of female professionals that I've met in the Media space [ Online and Offline media space]. After 10 minutes of conversation , i always figured that most of them cant do the basic maths of square root of 16 . I guess, this is an extension of the advertising agency culture of Mumbai. Its quite weird to see jobverts for sales professionals for even dotcoms with a tag "only female candidates apply" . I guess, there is a wrong assumption that an attractive girl can sell media easily and this surely has originated from the Mumbai Advertising Mafia's perversion.
PS : I know i stand a serious risk of being branded a MCP or something. But , i think i need to be honest in saying that most of the women sales professionals in the media space have below average IQ and are extremely pretty.
Let's turn your question on its head and look at two aspects of this conundrum you face : Clutter and Merit.
As to whether this is a sustainable ploy - I'd hate to abuse the word strategy by employing it in this context, for logging business, no it isn't. Are there exceptions to the rule, of course there are, and our industry, as much as others, will offer such exceptions as celebrated examples. Heck, even the IMF isn't above board on this front!
So the big question is, how does one measure good looks and once one does, should one not employ good looking people in front-line business functions? Should their good looks be turned into a disadvantage for them?
Your observation also assumes, implicitly, that these individuals are aware of the reason - if it is indeed the reason, they've been employed and are appreciative of that fact. Would any professional want to be leered at? Nah! I don't buy that. We'd be better served is we didn't fuel the stereotype and treated these individuals like we;'d treat any other professional, on merit. And I am sure they'd appreciate that as well.
Just my humble opinion.
I think the good looking chicks will just make your wait at the reception a little more bearable - so from that perspective every office should have a few good looking men and women around !
Once you cross the reception, you should refocus and mean business ! what should ideally catch ur attention is innovative ideas - irrespective of the brain they come from - man/woman ; ceo/receptionist - doesnt matter !