Sex Sells; Is it Acceptable to Use Sexually Stimulating Advertising and Physically Attractive People to Sell Cars?

We Know That Sex Sells; When and How Is it Acceptable to Use Sexually Stimulating Advertising and Physically Attractive Women and Men to Enhance Auto Sales?

Micah Birkholz recently published an article in the ADM Blog section titled "Are You Buying What They Are Selling..." that was focused on the use of sales strategies and tactics by dealership suppliers that leverage sexual attractiveness to sell products and services to dealers and dealership managers...

Which, if you ask anyone who has been in the car business for longer than ten years, will tell you is a very common occurrence. This of course raises all manner of issues and problems to be solved, especially around who is authorized to spend a dealership's money on products, services and determine which suppliers are used.

Illustration by Jerry Mosemak, USA TODAY

However, what about car dealerships and automotive dealer groups using the "Sex Sells" reality of marketing, advertising and sales within their strategies and tactics?

As an opening stimulus to this discussion, re-posted further down in this forum discussion are excerpts from what was written as comments by Ralph Paglia, Tim Martell and Chris Hanson in their responses to:

Are You Buying What They Are Selling...

Micah's blog article about the use of sexual attraction in the marketing and selling of products and services to car dealers and dealership managers. The article was published in the ADM Automotive Marketing Professional Community and titled "Are You Buying What They Are Selling... Sex Sells and Car Dealers" With the last five words added by the editor (Ralph Paglia).

This is followed by the reposting of the comments written by ADM Members and automotive professionals Tim Martell and Chris Hanson in response to Micah Birkholz's ADM article:

Sex Sells Blog Post Comment written by Ralph Paglia

Micah - Thank you for such an interesting and provocative subject... A subject which we all know is very real and ever present in American society. In fact, a topic that is more relevant in American society than in many others. For example, in Europe such a subject would elicit a few yawns and perhaps an inquisitive "what's your point?".

Timothy - Viva Free Enterprise! Your response is focused on the primary business operations objectives of "What works?"... And, in fact, in America we have a long history of regulating morality by building our sense of what is objectionable or not into our laws and government regulations. Not that I necessary agree with legislated morality, but many Americans COULD argue that if a business practice is accepted by the targeted customer base and is not in violation of any state or federal laws, than it should be considered based on its efficacy or ability to generate a return on investment to the shareholders of the business.

Chris - I really, really appreciate your insightful comment and will go out on a limb to say that I agree with the part you propose about businesses making a choice! Because I think you are right, there are many ways to approach marketing and sales strategy. And there are many tactical implementations that can include components of "Sex Sells" to a wide variety of degree and overtness. Whereas, most people would agree that there is nothing wrong with hiring attractive sales professionals, the answers would likely be far different to the question of hiring women or men who exchange sexual favors for sales contracts when deemed necessary. The bottom line, as Chris points out, is that there are hundreds of books, strategies and methodologies available to base your sales strategy and tactics upon... The choice and matrix of components selected by a business leader is what determines the subtle nuances of that particular business's "Brand" and reputation among the customers it serves.

Lastly, to all who read this remarkably thought provoking article... I have been in the business of selling SOMETHING all my life and have over 40 years of sales experience to base certain observations upon. And, one of those observations that I will argue to no end is simply a fact, is this:

IT IS EASIER TO SELL SOMETHING TO PEOPLE WHO FIND YOU PHYSICALLY ATTRACTIVE THAN IT IS TO PEOPLE WHO FIND YOU PHYSICALLY UNDESIRABLE.

On a personal and direct basis, I know that when I was taking ups at the age of 24 and at a time when my body was physically fit, overly muscular and golden tanned from days off spent body surfing in the Pacific... When I would greet customers, especially single divorced women shopping for a new or used car, there was a connection initiated by their physical attraction to my appearance that allowed me to develop a rapport much more quickly than would have happened if I had not been so attractive. 25 years later, I know as a middle aged over weight and less attractive man, that I cannot rely on some of the flirtatious and flattering "I find you attractive" subtleties and nuances to sell cars, ideas, consulting or anything else. Now, I find I am more dependent upon communicating my experience, knowledge, expertise, training and education to be persuasive in a sales situation.

If you think about it... Doesn't this show how wonderful life can be? When we are "young and dumb" the biology inherent in the DNA of what makes us human, vibrant and alive serves to assist our survival and be successful because of persuasiveness assisted by physical and yes, sexual, attractiveness... Then, as we acquire greater skills, experience, knowledge and dare I say "wisdom" while growing older and losing some of that youthful and more overtly sexual attractiveness, we gradually become more successful based on our knowledge and skills acquired.

Yes sex and sexual attractiveness are very powerful forces in sales and marketing... Yes, businesses can choose to use that as a strategy or simply a tactical enhancement. Some businesses are very successful with their strategy of completely eliminating any type of sexually based means of attracting customers and users. Most notoriously, the Apple Corporation's policies towards the iPhone, iPod and iPad Apps approved for sale in the iTunes Store. Any time an App remotely appears to use sexual attractiveness or even the mildest forms of what only the most prudish Amish folk would describe as "Pornography" then the App is "delisted" and barred from sale and use... There have been many complaints about Apple's heavy handed approach, but it does reflect a certain strategic direction which implies that Apple will not condone or support the use of their platform as a sex based sales and marketing medium.

Alternately, the very platform I am posting this message on, as well as all so called "Social Media", is based on technology which was developed with funds originating from the online sale of pornography. It is of note and relevant to this topic that "Social Networks" are the first category of online web site activity to ever surpass the popularity of online Pornography. This in turn is a graphic illustration of "Sex Sells".

Yes, it is what it is... And, each of us was born with the capacity sometimes called "Self Determination" that grants us the capacity to decide just how much we want to incorporate sexually based images, messaging and video in our sales or purchasing decision making processes... Whether or not there is "self determination" available in our reaction to physically attractive sales professionals on a face to face basis is actually a topic that is debated within my wife's subject area as a professor of "Women and Gender Studies" at Arizona State University (ASU). Which brings it all back around to something that Timothy Martell alluded to...

When sending sales professionals into dealerships on a mission to get in front of dealers and general managers... Will more physically attractive people have greater success? The evidence is widely available to support a "Yes" response. However, if you send me, Grant Cardone and Jim Ziegler to 100 dealerships and compare our ability to get in front of a dealer or GM with that of a competing team made up of 2 beautiful women and a Chippendale male dancer, I will bet a considerable amount of money that Jim, Grant and myself get in front of more dealers/GM's and sell more of whatever it is we are assigned.

So, no doubts about sex working as a sales enhancement... But, as Chris Hanson pointed out, there are so many other ways to sell depending on your targeted customer demographics and what you are selling... Some of which may outperform sexually stimulating or engaging strategies and tactics.

Sex Sells Blog Post Comment by Timothy Martell
"I couldn't disagree more. Love it or hate it... its reality. For example: Right now I am hot on facebook marketing. I have used it very successfully in several dealerships now and I now offer the service direct to businesses as well as a vendor reseller program. Guess what... Sex sells there too.

Even promotions offering to give away free iPads and highly desirable gifts pale in comparison to campaigns being run on fan pages that have a picture of an attractive woman. What is even more interesting is that it even resonates with the female demographic. People like attractive people. The more provocative, the faster the fans come...

Look, I guess kudos for trying to sound all PC in the era of "The View" and Obamaland. But this is not reality. You are in the minority, whether "they" admit it or not.

Bottom line: Sex sells and it likely always will. And to be frank, if what you bought works and makes you money, does it really matter what the reason was? I say promote 'em all! It sure works for godaddy! I hope it works for me! Attractive women: apply here! I know what sells!" - Timothy Martell

Sex Sells Blog Post Comment written by Chris Hanson

"Just to be clear, this isn't directed at anyone, it's just my point of view...

Here's the bottom line: Sex may sell but you have to determine if you want to sell that way or not... just because it does sell, doesn't mean you have to. Just because sex sells, doesn't mean that is the only way to sell and it certainly doesn't mean that is the only way to succeed at selling... many businesses have proven that over the years.

We can give lots of examples of businesses using sex to sell and lots of examples of businesses not using sex to sell. Why? Because that's not how to sell. What I mean is this... sex doesn't sell, it's a way to sell if you want to go down that road... if you don't want to go down that road, train your staff... just to be clear, train your staff. Train them on how to sell, what customer service means, how to really sell and keep doing it. Yes, you can and may do this and still use sex as a way to sell. But why you succeed will not be because you did or didn't use sex to sell.

Train your staff on how to sell, market your business right and train your staff some more on how to sell and you will succeed.

Ok, I'm done with my little rant" - Chris Hanson

REFERENCE LINKS AND SOURCES:

Tags: Acceptable to Use, Physically Attractive People, Sex Sell Cars, Sex Sells, Sexually Stimulating Advertising

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Permalink Reply by Larry Bruce on August 8, 2010 at 5:53pm

Sex sells if you're selling sex. Sex might get attention but from who and do you really want it. To me relevancy is sexy cause it brings quality leads and sales. Yeah if you want some traffic I guess you could use a sexy pic or video but it would produce leads that sell.

Guys that is all that matters...NOTHING else.

Jus my 2 cents,

LB
@pcmguy

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