Sex does indeed sell. Cop world especially when it isn't exactly your $$$. I saw it often, sales pitches often by 1 truly knowledgeable person (man or female but not hot!) and the opening was often a very attractive female starting the power point pitch. After the pitch, the knowledgeable one drove home all the points and took the questions.
Any HVAC company that uses the term comfort consultant, good bye! That is at least 20% markup right there. "Karen" would love it though!