World of Heineken 37 Winter 2007/2008
Plantenga: That's where we have a competitive advantage over men.
Ego can be a disadvantage when it comes to negotiations or striking
a deal. In my career customers have often showed appreciation for
my help in solving their problems, when doing so cost me nothing
and helped them a great deal.
Zeleznikova: I'm convinced that passion and belief in what you
sell makes you the best salesperson. I don't think it is relevant to
compare men and women. Both genders have specific strengths
that can be complimentary. But still, maybe we women do have
extra drive for getting things to happen!
Peters: Yes, I agree. I know a lot of good salesmen, both female and
male. They can both be excellent. A combination of both builds the
strongest teams.
What are your contacts like with customers or other
stakeholders - are you Heineken's ace up the sleeve"?
Timoney: "Ace up the sleeve" may be a bit too strong, but as a woman
you have an advantage in a male-dominated industry.
Zeleznikova: In my personal life, I've learned that you can't take
anything for granted. You have to prove your success every day,
and this applies to both genders. But I would agree that female
charm in a male-dominated industry can be the winning point - the
"cherry on the cake".
Peters: I wouldn't like todisclose all secret weapons of my organisation,
but we have many of them [smiles]. In the first instance, it's our sales
representatives' visits to our customers that give us insight into
their business challenges and how we can help to strengthen their
market position. They also help us to ensure we deliver the best
beers and services. In addition, my contacts with our customers,
whether high-level or more everyday, are certainly very valuable.
Plantenga: In general my contact with colleagues, customers
and stakeholders is cordial and pleasant. People seem to react
positively to that. I believe I'm a rather easy person to connect with
and I take keen interest in the concerns and wishes of others. This
relates to my contact with customers, employees and with high-
level government officials.
Do you believe that the beer business is still a man's
world?
Plantenga: At least many men still think so and probably want to
keep it that way. On the other hand, I've never really felt that I'm
treated differently as a woman in the company. The customers in
the Netherlands never reacted negatively when I was appointed
Regional Director Horeca NL. On the contrary, I'd even say that they
appreciated the way I approached them, in a somewhat different
female way, I guess. In the African markets where I have worked
the issue has not been important. Both Ghana and Rwanda are very
emancipated and have women working in senior positions, both in
private and public sector.
Timoney: Sure, the beer industry is dominated by men, as is
brewing. Customers are also mostly represented by men. But the
world is changing.
Peters: People aren't used to seeing many women in senior positions
in the beer industry, but this is changing fast. The beer industry is
certainly catching up on other industries and politics.
Zeleznikova: You will find female CEOs in telecoms, mining, tobacco
and steel in the Fortune 500 list of top powerful women. And it's
also true that a lot more women enjoy drinking beer these days.
Plantenga: It's interesting to remember that 75 per cent of beer
purchase decisions in supermarkets are made by women.
Timoney: And also that today, more women are graduating from
universities than men. This will change social structures, and it will
mean that companies are going to have to attract and strive to
employ more women in order to stay competitive in the employment
market, Heineken is going to have to be open to employing more
women in management positions.
Peters: I agree. Equality on the workfloor between men and women
is becoming more standard today. The pool of highly educated
woman is growing, so there are more women coming up for
selection. Still, with this as background, I believe that it's important
to have the best person in the job, and that this will remain so in the
future.
All four of you are active in markets far from home.
Do you need to have an adventurers' spirit for your
profession?
Zeleznikova: Along with the desire to succeed, you also need lots of
curiosity and an appetite for everyday surprises. Curiosity leads me
to discover new things, and to go for new challenges. I must also say
that as a woman, being far from home, you need lot of courage and
real support from your family.
From an advertising campain of
Brasserie Almaza in Lebanon
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