The Cookie Man

 

The Cookie Man

He was known as “The Cookie Man”. Some thirty years back he was our Route Development Manager from USA. Whenever he visited, which he did for two to three weeks at a stretch, twice a year, he carried those small tins which had few delicious cookies in them.  That gave him this name.

When he offered me cookies for the first time I was amused. Then I realized that was his unique style. He will first offer you the cookies, then extend his warm huge hands, and while shaking it firmly, will introduce himself as the “Cookie Man”. Don’t be mistaken that his only virtue was offering those cookies. He was an excellent sales guy. Those days we had too many issues with their country. There were cultural, professional, attitudinal, language, and even time differences with their country and their style of working. He was the one who always built bridges to lessen those gaps and make our transactions smooth as much as possible. He was stern and assertive in his dealing but at the same time friendly, understanding and accommodative.

Those cookies were not a gimmick. Thirty years back at least we were not exposed to such sales tricks and techniques. It was his natural self. I remember even the customers used to wait for his cookies and appreciated his gesture.

Later in my life I have come across several sales guys with many tricks up their sleeves. I myself had attended sales training sessions that taught me various sales techniques, which I failed to apply effectively. I have interacted with numerous sales guys, who were incubated at the renowned Business Schools of the country, trying various new methods of sales. However, none of them remains etched in my mind as the COOKIE MAN does.

Why is that I still remember him even after almost three decades? When I evaluate it is because of the rare blend of professionalism and personal care. Those cookies were a symbol of care and concern. It was a commitment and a statement of trust. He was not carrying them in his luggage, but rather in his heart. Those two three weeks he spent in India were not very comfortable. He had to travel across the country, get used to our food, adapt to the time difference and above all deal with the unreasonable demands of our customers. ( I had a great personal experience with him. He attended my marriage which was held at a small town in Kerala. He spent a sleepless night at the hotel because he was terrified by a small lizard on the wall. He called the hotel guys for help. They were confused why someone is so frightened by a lizard and they never knew how to shoo away a lizard.)

He managed everything with great elan. Customers too realized that those cookies were not to impress them. That was just something he carried lovingly for them. Beyond those cookies he meant business and kept his promises. Today, my years of experience says it is not an easy combination to accomplish.

Whenever I get an opportunity to interact with marketing students or young sales guys, I always share this story about the Cookie Man. I ask them to learn something from him and try to apply those values in their personal and professional life. He was definitely different from others and what he subtly conveyed was strategy cannot always be a substitute for honesty and ingenuity.

Initially, a person carrying all those cookies while on sales calls looked bizarre. Later I witnessed how effectively he blended the sweetness of those cookies with the firmness of his promises. How efficiently he welded his personal charisma and character to his unwavering business commitments. How beautifully he has made his mark among a wide circle of people he interacted with.

Personally, I am bit disappointed with the new sales guys I interact with these days. They lack the professional approach and are devoid of any personal charm. So, when I deal with these half cooked sales guys; when I have various harrowing unprofessional experiences, I wonder, where the COOKIE MAN  has gone? Can I find someone like him again in life?

As they say genuinity and quality are rare to find.