Strategic marketing - Lessons from a Bhelpuri wala

Most of the time while getting back home I join a friend of mine who drops me at a metro station. In my second or third visit itself I noticed a bhelpuri wala. This man is not like other local market tapri wala. He was clean and seemed well organized.  He had 4 plastic covers, each containing onion , tomato, coriander and green chillies (all uncut). Highlight were the fresh lemons. He had papers folded like cones. A box with masala and a cover with loads of mixture.
Like any office goer returning home, I too was slightly hungry for some munching. What better than bhel. I liked the way he customized my bhel by checking for the quantity of chilly and lemon. I liked it so much that I got one more for my sis. Thus began the love for bhel.
One day it so happened that my husband was about to pick me up and I was waiting just next to the same bhel guy. I was an observer that day. In a span of 20 mins this guy served around 8 customers.  Interesting! I began talking to him(shhh...it was meant to be an interview). He has 2 kids, who study in a public school. Day time he sells bhel at the school. In the evening after 6, he has his set up at metro station. Even on the worst of the days, he gets 50 customers. So the earning for a month is atleast 15000. (A Cone of bhel costs Rs.10).

This earning is better than many of us.

How does it work? Does the bhelpuri wala hold a degree or he knows Strategic management?

No..he failed his 5th grade. So what's that makes him click?

The next day of my bhel eating session turned out to be actual interview.

This man was very clear about his objective. He could list out the reasons for his success in a way similar to some authors.

1. He knows his strength. He does what he is best at.

2. He knows his opponents- The threat.

3. He knows the peak time of the various places he visits.

4. He does his homework well on buying the best of the stuff.

5. He builds up rapport- Customer Interaction

6. Customized the bhel according to customer- Customer satisfaction.

7. Displays the product well and is clean- Attracting the customer

Doesn't it sound like points from the management books we would have read?

After this discussion, I'm now sure of one thing, management is not necessarily a thing to be taught. Few people are naturally skilled managers.