COCA COLA: OFFICIAL DRINK OF THE PGA TOUR

I know, it's confusing... Coca Cola is the "official drink" of the PGA Tour, which features, week to week, the "Big Boys"! At the same time, the biggest of the big boys, Tiger Woods, has signed a contract with Gatorade worth $100,000,000.00 (yes, that many zeroes) over five years and will introduce a new drink called "Tigerade". And then, the PGA of America, which represents all PGA Golf professionals, such as myself, has had Pepsi Cola as the "official drink" of the PGA of America for a few years. Three golf entities, 3 different drinks that are "official".

You would think that because I am a card carrying member of the PGA, that I would sell Pepsi and not Coca Cola products, but there is more than just products and contracts of "higher ups". The answer is not complicated. The words "people", "relationships", "commitment" and "loyalty" come to mind... even "fate", "opportunity" and "public demand" for certain products. It works with every product in every area of business. I'm sure that the intentions at headquarters are always good, such as trying to put a little extra in their members' coffins, but we all know that there is no way that such endorsements cover a majority. It comes down to the first of the words mentioned above: "people".

As a professional, I have bought and sold golf clubs that are not as "popular" as others, only because the sales representatives are what you would expect them to be... plus the service offered is excellent. As well, we have served Coca Cola products for 25 years and have built an excellent relationship with the representatives of the local Coca Cola Bottling Company. This quarter of a century relationship has not only endured the changes of local management but also the changes in needs at our facility. Twenty five years ago, only one person approached me and asked me to sell their products: the local manager of Coca Cola. It was almost as if he was waiting for me when I first arrived at the pro-shop. Actually, he was the second person I met other than those I was going to work with. He also offered several easy ways to get and sell their product. No question he was a good salesman, but what followed was what we built on: he made his word good... and therefore, he made the local Coca Cola Co.'s word good as well. It has never stopped.

No, I am not knocking down other products or their management team at all, their products and management people are fine and serve other areas of our community, but once you build a good relationship with a company, most likely, the products that you offer will never change. Had Pepsi or other major company approached me first, it is possible that I would have started business with them. But it did not happen that way and I have never seen a need for change... besides, I had always liked a cold plain ol' Coke in a bottle. Now, with all of the health frenzy, all companies sell bottled water (don't you wish that it had been your idea to sell bottled water?), energy and health drinks and their products are as good as anyone else's and the good service has never stopped. So, now you can say that my -I won't speak for Tiger or you- "official drink" is still Coca Cola... and we hope to see you next year on Wednesdays!