Personal Chef | 1 - More Thyme For You

Personal Chef | 1
Inside this Issue...
From the President..........................................................................3
From the Executive Director...........................................................3
Featured Chef: Missy Gurmankin...................................................4
5 Ways.............................................................................................7
Around the Chapters.......................................................................8
Member Milestones.......................................................................10
Food Allergens...............................................................................11
Leading the Way Through Search, Mobile and Social...................13
Networking... or NOT Working?...................................................22
Personal Chef
Volume 18, Number 3
July - September 2012
Personal Chef is the official publication of the Personal Chef Industry. This publication is made possible by the United States Personal Chef Association.
The purpose of this publication is to bring Personal Chefs the most useful and timely information and ideas from experts, working professionals, and industry leaders.
Personal Chef welcomes any articles, manuscripts,
tips, hints, photographs, recipes and ideas from
our readers. We appreciate all submissions. Please
include name, address and phone number. Send
your contributions to:
United States Personal Chef Association
PC Editor
7680 Universal Blvd, Ste 550
Orlando, FL 32819
Production Director: Larry Lynch
Editor: USPCA Magazine Department
Layout & Design: Designs by CJT
Advertising: USPCA Magazine Department
Personal Chef is published by:
United States Personal Chef Association
7680 Universal Blvd, Ste 550
Orlando, FL 32819
Copyright © 2012 United States Personal
Chef Association. Reproduction prohibited
without permission. All rights reserved.
USPCA National Conference
August 2-5, 2012
2 | Personal Chef
From the President’s Desk
Hello USPCA!
I can’t believe it’s July already and we’re on the cusp of my second USPCA national conference.
I have to make one more plug for the conference. We have once again (with the help of our DC chapter and Chefs
Annise Jackson and Monica Thomas) pulled together an outstanding line of speakers, presenters and workshops. By
now you should have seen our video promotion from last year touting the program and we’ve committed once again to
bringing you the best in one of the most vibrant locations: Washington, DC. We hope we’ll see you there!
Probably the most frustrating part of my role in USPCA is developing programs and services for members. The ideas
always seem to come faster than either time or the wallet permit. But that hasn’t stopped us. I hope by now you’ve
noticed the “cosmetic” changes to the uspca.com website. We made sure you no longer have to remember to go to
USCPA.net for your membership benefits by adding a login button on the top of the home page.
We’ve also done some “more than cosmetic changes”:
•
•
•
•
A re-branding of HireAChef.com as well as the addition of a social media campaign
A new e-learning portal with a new food safety manager course for certification (more courses to come)
The addition of AFLAC for your personal insurance needs
The launch of our new Communities of Interest board that will, in time, replace the message board but with
enhanced services.
We have more in negotiation as I write this column that will be announced at the conference next month.
You’ve made it clear that you need more and better services from USPCA and that’s our goal!
See you in Washington!
Larry
From the Executive Director’s Desk
The USPCA is preparing for the opening of its 2012 National Conference in August. We have come
a long way since our first conference in Atlantic City in 1997. Over the years we have traveled to many
cities including Philadelphia, San Antonio, Denver and New Orleans. This year we are very excited to
be visiting our Nation’s Capital, Washington DC. Our conferences have been changing and evolving
over the years. Our first conferences consisted of classes that were mostly USPCA personal chefs
sharing their knowledge with other members. Over the years we have moved to include more outside
instructors and great speakers. This is a trend we will continue and improve on each and every year.
This year we have brought together a quality group of instructors and speakers that we know will bring
new information and ideas to our members and their business. As the USPCA grows, we want to
keep raising the bar on the level of knowledge and instruction that we present at our events and bring
even more value to our members. This year should prove to be another move forward. Come and see it
firsthand. I look forward to seeing all of you there.
Now that the USPCA is actively promoting Hireachef on social media, it is important you have a Hireachef listing to receive potential leads
from the site. If you don’t have a listing, you can easily create one by going to www.hireachef.com . Just click on “Get a Listing” and follow the
instructions for USPCA members.
If you already have a listing, now is the time update or refresh your Hireachef listing. Look up your listing on Hireachef so you can see what
the public sees. Do your words and descriptions attract clients? Do they clearly convey all of the services you provide? Is all of your information
current and correct? This may be a potential client’s first impression of you, so you want to make it a positive and appealing one. If you need to
make changes to your listing, log in to your account at www.hireachef.com and make the adjustments. It is all under your control and you should
take full advantage of this resource. It can lead to some great new clients and an increase in your revenue.
Vince Likar
Personal Chef | 3
Missy Gurmankin,
More Thyme for You
Personal Chef
Service
The Secret to Chef Missy’s Success: “I love my business. I
love working with food and can’t think of anything I’d
rather be doing. It’s who I am. I also love the fact that I
have a special relationship with each of my clients. They
are not just customers, but friends that know that I am
there to help them with one of our most basic needs –
food, and more specifically, really, really good food that
nourishes their body and soul.”
The success that Chef Missy has discovered in her personal chef business is a tribute to hard work and dedication.
Chef Missy didn’t come from a traditional culinary background. In fact, the closest she came to culinary arts was a job as a baker. That was augmented by work
as a banking office supervisor, dental office receptionist and dental assistant.
But the culinary bug bit six years ago which led her to the Culinary Business Academy and her new business: More Thyme for You Personal Chef Service.
Chef credits her husband Bob as the inspiration behind her career as a chef. According to Chef: “When we first met, he was in his first year of dental school
and I was working in banking. I recall on our very first date, he said that even though he’s going to be a dentist, he’d really love to own a restaurant some day. I
confessed that a career in food was my dream as well. When he opened his dental office 26 years ago, I wanted to help him to succeed in any way I could. When
it came time for me to start my own business, he was so excited that I wanted to become a Personal Chef. He’s one of these people with a very good business
sense. I’ve bounced many ideas off him through the years and he’s never steered me wrong.”
Not one to miss crediting anyone in the family, Chef Missy points out son Dan as another source
of help and encouragement. Dan has a dual role, when home from college, of both serving as her
webmaster and her chief recipe tester! She’d be lost, too without the emotional support of her Golden
Retriever Rollo.
She also points out the important roles her mom and grandmother played as the first people to foster
her interest in good food. Her mom encouraged her experiment with foods at a young age (even if it
meant trashing the kitchen) and Chef Missy still counts on her to give her constructive criticism on
new recipes.
Of course, its not just the home front that supports Chef ’s endeavors. She quickly joined USPCA and
became involved in the Greater Philadelphia Chapter where she currently serves as president. Chef
Missy shares that her fellow chefs are always there to lend a hand and offer suggestions and it’s added
comfort that being part of the USPCA chapter means she’s never alone in her business.
Considering the value Chef Missy places in USCPA and the chapter, will she be attending this year’s
conference in Washington, DC? According to Chef Missy: “The way I figure, the cost of this year’s
USPCA conference including lodging and travel (D.C. is a 3 hour car ride away), is approximately
two 5X4 services. When you consider all the valuable information that you take away from the
conference such as marketing tips, new cooking skills and suggestions for making your cook dates
more efficient, not to mention all the wonderful networking possibilities, you can’t afford not to go to
the annual conference.”
And if she’s true to form, she’ll work a little vacation into the trip as well since any of her vacations
tend to include a cooking class or nutrition and food education.
4 | Personal Chef
Of course, even with the support of family, friends, chapter, and USCPA
starting a personal chef business is not an easy task.
At the outset she found marketing and advertising to be her biggest start-up
challenges. She advertised in local papers, church newsletters and purchased
magnetic signs for her personal chef mobile: a 2003 Subaru Forester dubbed
the “Thyme Machine” by her son and his friends!
Among those is the Gift Of Life Family House
(www.giftoflifefamilyhouse.org) which has given her the chance to use her
skills as a chef to help feed families whose loved ones are in the hospital
awaiting or recovering from transplant surgery. Chef notes that the GOL
Family House provides guests with a comfortable room, camaraderie and
support from other families who are experiencing similar situations and
breakfast and dinner daily in a warm and welcoming atmosphere.
She discovered early on that advertising in newspapers was not productive.
However the HireAChef.com website, signs and good old-fashioned word
of mouth launched her new and successful career. It didn’t hurt that Chef
Missy’s family and friends knew that her passion for cooking had turned into
a career so, according to Chef, the phone started ringing almost immediately
and the rest is history.
In her volunteer role she also works with the social worker at the Family
House and provides nutrition workshops to educate caregivers on stress
reduction and healthy easy meal preparation.
Chef Missy describes her client base as busy working couples, patients
recovering from surgery or illness, and those wishing to eat healthier and no
longer wanting to be at the mercy of take-out restaurants and pricy gourmet
shops.
Chef Missy describes her role at Medico this way: “Once a year, for the past
seven years, my husband and I have accompanied a team to Central America
to set up a medical clinic to treat patients in remote areas in Honduras and
Nicaragua. Our son Dan has accompanied us on three trips and hopes to
again in the future, when his schedule permits. The areas we travel are very
remote and poverty stricken. Most of the patients have never received any
kind of medical attention before in their lives. These medical missions are
truly life changing experiences. I always return with a renewed appreciation of
life here at home.
But serving that wide client base is time consuming. Her “typical” personal
chef day actually starts the night before when she packs all of her nonperishable pantry items, tools and equipment in the Thyme Machine. Once
that is done, she can concentrate on the fresh ingredients the next day: meat,
fish, poultry and veggies.
Of course, she doesn’t just limit her work to one-on-one interactions with
clients. She even finds time to do cooking demonstrations for All-Clad
Cookware. Add to that private cooking lessons and private dinner parties to
help clients celebrate their special occasions and Chef Missy has a very full
plate!
Despite such a full schedule Chef Missy manages to find time for family
and community. She is especially sensitive to having her family fend for
themselves when she is out cooking for others so on days when she knows
she’ll be home late, she makes sure she has an awesome meal prepared the
night before for her whole family as well.
But Chef Missy points out that giving, for her, is at least as important as
receiving and so she makes it a point to get deeply involved in a number of
community activities.
Another one of her favorite organizations is MEDICO (Medical, Eye,
Dental, International Care Organization www.medico.org).
As a chef, I’m always hoping to discover some kind of super nutritious
indigenous plant that could be introduced to supplement their diet. I’m not
even sure such a thing exists, but seeing so much malnutrition, I’m always
hoping. That said, there have been trips to Central America where I’ve been
taught a new skill by our hosts. One trip, I learned to make tortillas and
another, I learned to make queso blanco; a fresh white cheese similar to Indian
paneer, or a firm ricotta. While I’m not on these missions in a chef capacity,
I’m always on the look-out for a learning opportunity and food is a wonderful
way to connect with a culture other than your own.”
Chef Missy reminds personal chefs, old and new, to stay positive because
positive attitude is contagious. She also reminds chefs to remember that what
personal chefs do has a huge impact on clients’ lives. Chefs provide clients not
only with healthy food, but a healthier lifestyle that offers more free time to
enjoy with family or even a bit of time for themselves or exercise.
Most important, to achieve success, don’t be afraid to step out of your comfort
zone – cook something you’ve never cooked before so you never stop growing.
And probably the most important piece of advice….you have to care!
FUN FACTS ABOUT CHEF MISSY
Favorite Cookbook: Many that she consults but they serve more as inspiration
than a guide.
Favorite Gadget/Equipment: Her chef ’s knife and All-Clad 8 quart stock pot.
Famous Chef
to “hang out
with”: Ferran
Adria to learn
about molecular
gastronomy and
food chemistry and
Ina Garten on the
other end of the
spectrum for her
calming presence.
Personal Chef | 5
Chef Missy’s Favorite Recipes
Thai Carrot Ginger Bisque
Curried Wheat Berry Salad
2 lbs. carrots, peeled and chopped
1 cup chopped onion
2-4 cloves of garlic, coarsely chopped
1 tablespoon fresh grated ginger root
Olive oil for sautéing
4 cups of vegetable stock
1 ½ teaspoons salt
1 ½ teaspoons pepper
1 teaspoon ground cumin
1teaspoon ground cinnamon
2 pinches of nutmeg
1 cup coconut milk (Trader Joe’s light coconut milk is very good)
Serves 4
1 cup wheat berries
1 apple peeled, cored and chopped
1 red bell pepper diced
1 small field cucumber peeled and cubed into small pieces
2 scallions, finely sliced, white and green parts
1/3 cup of slivered almonds, or cashews
1/3 cup of raisins, dried cranberries or dried cherries
3 Tablespoons olive oil
6 teaspoons apple cider vinegar
3 Tablespoons of honey
1 Tablespoon of curry powder
Salt and Pepper
Sautee carrots, onion and garlic in olive oil until tender (approx. 10 min.) Add
fresh ginger and sautee 3 minutes longer. Add vegetable stock, salt, pepper,
cumin and nutmeg. Cook an additional 15 minutes until all veggies are very
tender, but still bright in color. Puree in batches in a blender careful to securely
hold towel over lid (hot liquids tend to blow the top off a blender). Alternately,
puree using an immersion blender, if available.
Place all soup back in pot and slowly stir in coconut milk. Heat through and
serve.
Serves 6-8
Flourless Chocolate Cake
11 ounces fine-quality bittersweet chocolate (not unsweetened)
1 stick (1/2 cup) unsalted butter
3/4 cup sugar
3 large eggs
1/2 cup unsweetened cocoa powder
Preheat oven to 375°F and butter an 8-inch round baking pan. Line bottom
with a round of wax paper and butter paper.
Chop chocolate into small pieces. Place chocolate and butter into a
microwavable bowl and microwave 1-2 minutes until butter and chocolate are
melted. Whisk sugar into chocolate mixture. Add eggs and whisk well. Sift 1/2
cup cocoa powder over chocolate mixture and whisk until just combined. Pour
batter into pan and bake in middle of oven 25 minutes, or until top has formed
a thin crust. Cool cake in pan completely, and invert onto a serving plate.
(Cake keeps, after being cooled completely, in an airtight container, 1 week.)
Serves 8-10 (Yeh, right!)
Soak wheat berries in water for 30 minutes. Drain water. Cover wheat berries
with fresh water.
Bring to a boil and boil vigorously for 2 minutes, then let simmer gently for
30 minutes. Drain excess water and cool completely.
In a large bowl, mix together oil, vinegar, honey, curry powder salt and pepper
Add cooled wheat berries to bowl. Add in apple, cucumber, bell peppers,
scallions, nuts and dried fruit. Combine, and serve
Multi-Color Vegetable Slaw
8 tablespoons rice vinegar
1 ½ tablespoon sugar
1 ½ teaspoons coarse kosher salt
1 teaspoon ground black pepper
4 tablespoons canola oil
1 ½ tablespoon Asian sesame oil
8 cups thinly sliced green cabbage (about 1 small head)
3 cups thinly sliced radicchio (about 6 ounces)
2 cups of thinly sliced purple cabbage (about ¼ small head)
8 ounces sugar snap peas, trimmed, thinly sliced lengthwise
2 cups shredded carrots (about 1lb. package)
1 1/2 cups thinly sliced red onion
3 tablespoons chopped fresh parsley
Whisk vinegar, sugar, salt, and pepper in medium bowl to blend. Gradually
whisk in oils. DO AHEAD: Dressing can be made 1 day ahead. Cover and
refrigerate.
Place cabbages, radicchio, sugar snap peas, onion, and parsley in large bowl.
Add dressing and toss to coat.
Serves about 15
6 | Personal Chef
WAYS...
For Your Business to
Use LinkedIn
To Make Facebook
Work for You
1. Referrals:
Word of mouth is the most valuable, and
least expensive, means of marketing. Ask your
happy customers to write a review on your
LinkedIn profile, which will be broadcast
throughout the network.
1. Photography:
Your cover photo is a premium piece of real
estate and your first opportunity to make
an engaging impression with fans, so make
sure it represents your brand. Keep in mind
that you can’t have price, purchase or contact
information, or a call to action on your cover
photo.
2. Status Updates:
Unlike Facebook, LinkedIn’s focus is business
and there are far fewer status updates to
sort through, making your business-related
update that much more valuable. Maximize
your updates by linking to your Twitter
account.
3. Find Vendors:
LinkedIn is a great way to find vendors or
consultants that you need to service your
cleints. It’s like getting a referral from a good
friend. If you work well with your vendor,
write reciprocal referrals.
4. Build Your Network:
LinkedIn has a Groups directory where you
can find associations and networks in which
you can get involved, either online or in
person. You can even search for local events
appropriate to your industry.
5. Get Answers:
You can tap into the expertise and
experience of thousands of business people
in the Answers section of LinkedIn. From
personnel to tax questions, and everything in
between, there are hundreds of questions and
answers to help you make informed decisions.
2. “About” Section:
You only have about 130 characters to
describe your organization. Make sure
your web address is included within
that description. Edit, edit, edit to make
it fit. You can get more detailed in the
“Description” section. Here you can add
links to special offers on your website.
3. Special Features:
If you have a key post, you can “Pin” it
to the top of your Timeline for 10 days,
meaning that it’ll remain as the first post no
matter how many posts you publish. You can
also “Highlight” a post, which extends the
photo across the entire width of the page,
ideal for bringing attention to a post with a
dynamic photo that’s received a significant
amount of interest.
4. Apps:
Apps on Timeline are more visible than
before. You can customize the order, names
and images for your apps.
5. Insights:
Facebook provides analytics to help you
understand your page’s performance and
how to optimize for and learn more about
your audience.
Rochelle Barcellona, president and creative
director of Barcellona, Inc. has 26 years of
marketing experience, including advertising,
graphic design and public relations. She opened
Barcellona Bites, a personal chef service, after
graduating from culinary school in 2009.
For a free consultation regarding your marketing
efforts, call Rochelle at 916-353-5200 or email
[email protected].
Personal Chef | 7
Around the Chapters
Southern California
Members of the Southern California Chapter recently participated in a
sausage making class at Huntington Meats in the historic Farmer’s Market in
West Los Angeles.
1
Photo 1 - Participating in the Sausage Class from the USPCA Southern
California Chapter were (L to R) Cheryl Tate, Nurturing Chefs; Terry
Madigan, Just No Thyme; Malissa Grinnals, Dining in Style; Diane Shimota,
Garden Fresh Gourmet, and Donna Barrows, Your Plate or Mine.
2
Photo 2 - The class started with an overview on the history of sausage and a
discussion about the different types of sausages made around the world. The
discussion was lead my Jim Cascone, owner of Huntington Meats.
Photo 3 - Class participants were able to take home a ring of Italian sausage
that they made during the class. Here Terry Madigan is using a sausage tool
to poke holes in the outer casing so that the sausage won’t pop when cooked.
Photo 4 - After mixing the sausage meat, participants were able to stuff their
own ring of Italian sausage to take home. Here Diane Shimota (left) and
Cheryl Tate (right) are assisted by Dan Vance with Huntington Meats.
Rocky Mountain
3
4
The chapter has some upcoming plans for those looking to add value to their
business.
Atlanta Chapter
Linda Bartells, who does party and event styling as Linda Lee Interior Design
is considered a valuable resource for members looking to add that special flair
to special events and has been contacted as a possible speaker for a future
meeting.
The Atlanta Chapter last met on Monday, May 14th, at Sharon Mateer’s
lovely home. Sharon has a Big Green Egg and offered to let us watch and
learn her grilling secrets. As a seasoned grill person it was very interesting to
me to learn the nuances of smoking foods on the BGE. The flavors were so
intense (and wonderful!) and the difference between food done on a gas grill
and the BGE is huge.
Rocky Mountain Chapter is looking into a field trip to EVOO, a local
business offering special cooking oils (www.evoomarketplace.com). Their
website is a good resource for recipes as well.
If you’re in the Rocky Mountain Chapter area and don’t participate, you’re
missing out!
They also remind members to join the new USPCA Online Community.
Chapters Merge
The Capital Chefs met. It was agreed that the Chesapeake Chapter will
merge with the Capital Chefs for at least the near future.
The new officers are now:
Shirley Scrafford, President
Terri Abblett, Vice President
Molly Pisula, Secretary
Kevin McGuire, Treasurer
New Chapter
Welcome to USPCA’s newest Chapter: San Antonio!
Congratulations to new president Chef Catherine Richey, Vice President
Jesse Rios and Secretary Nadine Dorantes!
8 | Personal Chef
Sharon had smoked two chickens earlier in the day on the BGE, each stuffed
with different herbs and spices. Jeff brought some rib eyes that we did on the
grill, Kathy brought avocadoes and romaine to grill, and Amy did a wonderful
pearled couscous side dish (on the stove). We had the grilled/smoked avocado
as an appetizer served with lemon juice and basil on bread; again, this is
a recipe I do often on a gas grill but it is 100% better on the BGE! The
romaine was brushed with oil and allowed to be seared on each side then
served with a fresh blue cheese dressing and bacon crumbles. We did some
grilled vegetables to round out our wonderful potluck with two meats, an
appetizer vegetable, and salad on the grill accompanied by the great couscous.
YUM!
Many thanks to Sharon for hosting us and for the great info shared about
BGE cooking.
Atlanta is continuing the great practice of meeting in chef ’s homes for our
next meeting -- please mark your calendar for Monday, July 9, at 7 pm and
we’ll meet at Ahmed Farih’s home for a lesson in Moroccan cooking
Bay Area
The Chapter visited CJ Olson Cherry Orchards, a Bay area staple since 1899.
Today Deborah Olson is embarking on a new stage in the family’s farming heritage. She
has taken her knowledge about food—along with her entrepreneurial spirit—to develop
different marketing plans for the business. These include a cookbook with family recipes
and a successful mail-order operation that features baskets of homemade delicacies that
have been purchased by such celebrities as Martha Stewart, Jacques Pepin, Prince Albert
of Monaco, Aaron Spelling and Courtney Cox Arquette. In addition, local restaurant
menus have recently started to list the Olsons’ cherries among their ingredients
and, later this summer, the family’s products will be sold in a kiosk at the San Jose
International Airport.
Chef Elizabeth Bourget arranged a picnic date with her client Deborah Olson and
Chapter President Chef Kara Lee Falcon organized the group of USPCA Chefs.
Chef Kara’s catering expertise came in really handy as she organized this year’s field
trip luncheon in the CJ Olson Cherry Orchards with the help of Deborah Olson who
provided the table, chairs and the Ford F150 flat bed buffet! Kara came armed with
beautiful red linens, white china, silver flatware, Champagne and a lovely candelabra
centerpiece. Each Chef prepared two dishes making for an elegant picnic with fabulous
weather under the Cherry trees… What better way to spend an afternoon amongst
friends!
Submitted by Chef Garbo
Back Row Left to Right: Chefs Suzette, Polina, Kara, Michele, Garbo,
Gini, Bourget and Deborah Olsen. Front Row Left to Right: Chef Greg
Chew and Jean Pierre.
Congratulations, Chef Lisa Woodward!
Lisa Woodward, chef/owner of Ambrosia Personal Chef Service and Boutique
Catering, Red Bank, N.J., can now boast that she created the best original
caprese salad in the American Culinary Federation’s (ACF) Northeast Region.
She recently took home $750 for winning the Galbani® Mozzarella Caprese
Challenge, sponsored by Lactalis Foodservice and Galbani® Mozzarella,
which took place during the 2012 ACF Northeast Regional Conference in
Niagara Falls, N.Y., April 28–30.
“This was my first competition, and I wasn’t entirely sure what to expect,” said
Woodward. “I wanted to enter the competitive arena to hone my skills and
push myself to work under pressure. As personal chefs, we often get less credit
for what we do than restaurant chefs. It’s important for people to understand
that we are culinary professionals, too.
“My overall objective was to preserve the colors of the Italian flag, feature
traditional ingredients, and elevate new ingredients to round out the flavor
profile and touch a wide spectrum of tastes and textures. I was thrilled at the
feedback from the judges. It validated that I’m approaching new ideas
from the right direction. Winning was a thrill.”
At the regional competition, contestants created a caprese salad—typically
made with sliced buffalo mozzarella, fresh tomatoes and basil and seasoned
with salt, black pepper and extra virgin olive oil—without fresh tomatoes
and with Galbani® Mozzarella. They had 20 minutes to create four
servings of the recipe. Judges evaluated originality, clarity and format,
ingredients and cooking methods, main-dish tableside cooking techniques
and creative presentation.
Woodward won for her Sweet and Sassy Caprese-tini, which was plated
to mimic a cocktail. As the first-place winner, she received $750 and a
trip to the 2012 ACF National Convention in Orlando, where she will
compete for the grand prize of a $7,500 gift certificate toward new kitchen
equipment
Personal Chef | 9
15 Years
Lance Richards, Chicago, IL
Scott Wilson, CPC, Bowling Green, KY
10 Years
Vanda Azevedo, Westbury, NY
Jacqui Bushee, Saugus, MA
Sue Flynn, CPC, New Smyrna Beach, FL
Roger Greene, Chicago, IL
Kate Jackman, Ypsilanti, MI
Barb Karr, Boulder, CO
Julia Nault, North Reading, MA
Bob Parrinello, Tampa, FL
Mark Saunders, Wilmington, DE
Julie Whinery, Prescott Valley, AZ
5 Years
Catherine Amatangelo-Alfaro, CPC, Pittsburgh,
PA
Richard Baringer, Blooming Glen, PA
Todd Biel, Fargo, ND
William Biermann, Blue Bell, PA
Michael Costello, Sherwood, OR
Amy Davis, Monroe, GA
Ahmed Farih, Atlanta, GA
Barbara Hammond, Sammamish, WA
Jennifer Hester, Castalian Springs, TN
Marie Jerome, West Hempstead, NY
Anedra Knight, CPC Annapolis, MD
Valerie Lamey, Charlotte, NC
Anna Lisa Lewis, Port Orange, FL
Karen McGinn, Richboro, PA
Helen Neufeld, Morden, MB
Donna Ondriska, Midlothian, IL
10 | Personal Chef
Elisa Prout, Sandusky, OH
Tara Schneider, North Haven, CT
Shirley Scrafford CPC, Burke, VA
Sabina Sexton, Mililani, HI
Louis Simorelli, Miami, FL
Kimberly Todd, CPC, Petaluma, CA
3 Year
Darlene Ames, Alpine, CA
Rochelle Barcellona, Folsom, CA
Emily Blakely, Houston, TX
Tony Carollo, Atlanta, GA
Francesco Crocenzi, Seattle, WA
Patricia Dickerson, Sarasota, FL
Darin Farrell, Portland, OR
Nancy Farrell, Nanticoke, ON
Todd Hafer, Moreno Valley, CA
Glennette Haynes, Alpharetta, GA
Chad Holt, Austin, TX
Patrice Johnson, Ridgecrest, CA
Dawn Jones, Calgary, AB
Lillian Keyes, Evans, GA
Renee King, Pinole, CA
Manuela Leslie, Austin, TX
Cynthia LeVan, Milwaukee, WI
Betsy Liles, Concord, NC
Chrislie Lukomski, Westland, MI
Sarah McNally, Hudson, OH
Janet McNamara, Holland, MI
Dawnelle Northcutt, Niceville, FL
Tonya Parkes-Burkett, Decatur, GA
Raymond Savokinas, Hackettstown, NJ
Tina Shannon, Kirkwood, MO
Therese Simone, Marietta, GA
Sabrina Snyder, Washington, DC
Stine Svendsen, Stilwell, KS
Kimberly Talley, Phoenix, AZ
Frances Wright, Miramar, FL
Renewed Certified Personal Chefs
Constance Breeden, CPC, Baltimore, MD
Cheryl Bowman, CPC, Arcadia, FL
Pauline Reep, CPC, Peachtree City, GA
Welcome our new members
Bonnie Fedchock, Columbia, MD
Jeff Henderson, Las Vegas, NV
Laurie Allmenger, Naples, FL
Paul Gummerson, Arvada, CO
Annette Landvatter, West Bend, WI
Cary Wisner, Sherman Oaks, CA
John Borba, West Sacramento, CA
Maria Miller, Bradenton, FL
Cameron Kenne, Broomfield, CO
Debra Desautels, Pittsburgh, PA
Julie Hayes, Clinton, TN
David Silverman, Brick, NJ
Jessica Ray, Roswell, GA
Julieta Liebhoff, New York, NY
Jesse Rios, San Antonio, TX
Danni Becker, Cudjoe Key, FL
Jeff Barth, Centralia, WA
Travis Pauly, Murfreesboro, TN
Leanne Wright, Orangevale, CA
Holly Amore, Streamwood, IL
Erin Fiske, Kirkland, WA
Dolores Gresalfi, Virginia Beach, VA
Carolyn Fiala, Charlotte, NC
Doreen Laury-Frega, Saddle Brook, NJ
Stephanie Weiler, San Francisco, CA
Food Allergens: An Important Issue in Retail Food Service
by Richard H. Linton, Ph.D.
Professor of Food Safety and Department Chair
The Ohio State University
The issues surrounding
food allergens are
important for consumers
and for individuals who
work in the retail food
industry. Exposure to
food allergens is a risk
factor that warrants a
constant reminder so that
we continue to focus on
understanding the public
health threats, labeling
requirements, and
important food handling
interventions. Food
allergens are one of the
most commonly reported
chemical hazards, and
they are the number one
reported reason for food
recalls in the U.S. (FDA,
2012).
Millions of Americans
have allergic reactions to food each year. There are over 160 different food
ingredients that have been identified as allergens. Eight of these allergens
cause over 90% of food related allergenic reactions (FARRP, 2012). Allergenic
responses vary from mild to severe to life threatening. People who are allergic
to food ingredients rely on a) food products being properly labeled so that
common allergens are identified, and b) effective food handling practices
that minimize the potential for contamination and cross contamination by
allergens. Unfortunately, there is no cure for food allergies. Strict avoidance of
foods/food ingredients is the key to avoiding allergenic reactions. If a reaction
begins, awareness and early recognition and response are critical to preventing
serious health consequences.
In 2004, the Food Allergen Labeling and Consumer Protection Act
(FALCPA) was created. This law is overseen by FDA, and it applies to all
imported and domestic foods whose labeling is regulated by FDA. With
FALCPA, labels must clearly identify the food source names of all ingredients
that are, or contain any protein derived from, the eight most common food
allergens which FALCPA defines as “major food allergens.” The intent of this
food label is to help allergic consumers identify offending foods or ingredients
so they can more easily avoid them.
FALCPA requires that the following eight foods be identified clearly on the
label:
1. Milk
2. Eggs
3. Fish (e.g., bass, flounder, cod)
4. Crustacean shellfish (e.g. crab, lobster, shrimp)
5. Tree nuts (e.g., almonds, walnuts, pecans)
6. Peanuts
7. Wheat
8. Soybeans
be declared at least once on the food label in one of two ways. The name of
the food source of the major allergy must appear 1) in parentheses following
the name of the ingredient. Examples: “lecithin (soy),” “flour (wheat),” and
“whey (milk),” or, b) immediately after or next to the list of ingredients in a
“contains” statement. Example: “Contains Wheat, Milk, and Soy.”
FALCPA’s labeling requirements do not apply to the potential or
unintentional presence of major food allergens in foods resulting from “crosscontact” situations during manufacturing, (i.e. because of shared equipment in
processing lines). In the context of food allergens, “cross-contact” occurs when
a residue or trace amount of an allergenic food becomes incorporated into
another food not intended to contain it. FDA guidance for the food industry
states that food allergen advisory statements, i.e. “may contain [allergen]”
or “produced in a facility that also uses [allergen],” should not be used as a
substitute for adhering to current good manufacturing practices and must be
truthful and not misleading.
The appearance of symptoms after eating food is a common sign of a food
allergy. Symptoms of food allergies typically appear from within a few
minutes to two hours after a person has eaten the food to which he or she
is allergic. The food(s) that caused these symptoms should be avoided, and
the affected person, should contact a doctor or health care provider for
appropriate testing and evaluation. Allergic reactions can include a variety of
symptoms including hives, flushed skin or rash, tingling/itchy sensation of
the mouth, face/tongue/lip swelling, vomiting, diarrhea, abdominal cramps,
coughing/wheezing, dizziness, light headedness, swelling of throat, difficulty
breathing, and/or loss of consciousness.
Persons found to have a food allergy should be taught to read labels and
avoid the offending foods. They should also be taught, in case of accidental
ingestion, to recognize the early symptoms of an allergic reaction, and be
properly educated on, and equipped with, appropriate treatment measures.
Persons with a known food allergy who begin experiencing symptoms
while, or after, eating a food should initiate treatment immediately, and go
to a nearby emergency room if symptoms progress. Initially mild symptoms
that occur after ingesting a food allergen are not always a measure of mild
severity. If not treated promptly, these symptoms can become more serious in
a very short amount of time, and could lead to anaphylaxis. This can lead to
constricted airways in the lungs, severe lowering of blood pressure, and shock
(“anaphylactic shock”) suffocation by swelling of the throat. Each year in the
U.S., it is estimated that anaphylaxis to food results in 30,000 emergency
room visits 2,000 hospitalizations and 150 deaths (FDA, 2012). Prompt
administration of epinephrine by auto-injector (e.g., Epi-pen) during early
symptoms of anaphylaxis may help prevent these serious consequences.
People who have food allergies rely on the retail food industry to protect them
from exposure to foods and ingredients that can trigger adverse reactions. The
industry must take this responsibility very seriously and implement measures
to protect their customers through proper handling and labeling of foods.
More information about food allergens can be obtained at:
1. Food Allergy Research and Resource Program (FARRP) at the University
of Nebraska http://farrp.unl.edu/
2. FDA website on food allergens http://www.fda.gov/Food/
ResourcesForYou/Consumers/SelectedHealthTopics/ucm119075.htm
This requirement is met if the common name of an ingredient (i.e.
buttermilk) that is a major food allergen already identifies that allergen’s food
source name (i.e., milk). Otherwise, the allergen’s food source name must
Personal Chef | 11
LEADING THE WAY THROUGH SEARCH, MOBILE & SOCIAL
Brought to you by MyLocally, a Search Initiatives’ Brand
by Tim Judd
> Executive Summary
The following white paper will describe
the importance of the use of Local
Search, Mobile and Social as tools to
increase your visibility and grown your
business/location/location in the ever
changing online environment This paper
will lead business/location/owners
through important online guidelines,
strategies and how the world of mobile
will impact their business/location.
Table of Contents
Introduction………………………………………. 2
Local SEO Tips……………………………………. 3
Social Marketing Strategy…………………. 5
Mobile………………………………………………. 7
Conclusion………………………………………… 8
MyLocally.com…………………………………… 8
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INTRODUCTION
Dedicate Resources to Your Online Efforts
If you’re seeking a quick and easy fix, you should know that this doesn’t exist. Local Search
optimization and an effective Social Marketing plan requires an investment in resources and should
be considered a serious promotional channel which must be developed consistently over time in
order to be effective.
Local SEO and Social Media are not a science. However, it does require investment whether you’re a
do-it-yourselfer or if you decide to hire an experienced local search optimization professional.
Create A Plan & Include Your Team Members
Like any other marketing program, Social Media Marketing requires discipline and an ongoing
commitment. The first thing to do is to map out a plan. Determine your audience, resources
required, goals and tactics you will need to implement to achieve your goals. Next, share your plan
with your team so that you are all on the same page. Encourage participation through incentives
and other motivational programs.
Results Will Vary
Search Engine optimization and Social Marketing have varying degrees of complexity, depending
upon your type of business/location and city. If you have few competitors or if your competitors are
relatively unsophisticated at their online promotion work, it may be easy to perform a few tweaks
using straightforward strategies and get ranking advantage. However, if you’re in a highly
competitive market area and/or you’re in a hotly-contested business/location category (such as
hotels, florists or locksmiths), then you have to perform progressively more difficult and often,
subtle, optimizations to pull ahead of the pack.
The Winning Combination – This workshop outlines three areas: Local Search, Social Marketing and
Mobile Search. All three are important to your business’/location’s online success and all require
some level of effort, planning and consistency to succeed.
In addition to this document, we have included valuable Search and Social tips with links to sites
that can walk you through growing your business/location through Search, Social and Mobile.
These links combined with this workshop and Top Tips Toolkit will provide you with the tools
necessary to improve your online visibility.
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LOCAL SEO TIPS
The concept of “if you build it, they will come”, does not apply to your website or online presence.
The importance of SEO (Search Engine Optimization) has been known for a long time. You cannot
create an effective online marketing presence without taking into consideration the nuts and bolts
of SEO such as keywords, tags, rich content and links. Competition for the first pages of Search
Engines is fierce and in order to compete, a business/location must have a Local Search Strategy
that allows them to be agile and to promote their business/location using a variety of SEO tools.
1. Standardize Your Name, Address and Phone Number
Google and other local search engines attempt to combine information from many sources in order
to provide robust data about each business/location. To do that they need to be able to detect that
information from multiple sites should be associated with the same business/location, and they
base the association primarily upon the business/location’s name, address, and phone number (aka
“NAP”).
When promoting your website, in your local yellow pages books, in your chamber-of-commerce,
and in online directories, try to make sure your NAP is written identically. Use regular text on your
web pages for your phone number in order to help Search Engines identify your company.
2. Claim Your Business/Location in as many places as possible
Don't underestimate the importance of claiming your business/location in free online directory
listings. SMBs should be certain that their information is accurate in the most prominent
directories. You can find out which ones are best for your business/location by querying your
business/location category. IE. Accountants in Bowie, MD. If they show up on the first few pages,
then you should list your business/location. Here are a few FREE directories to submit your
business/location listing to: yellowpages.com, merchantcircle.com, dexknows.com and
mylocally.com. Seeding the right information to these upstream data providers is critical for
achieving an accurate representation of your business/location across the local "eco system."
3. Reviews, Ratings, Testimonials and Review Responses
70% of all consumers consult online reviews or ratings before making a purchasing decision and
sites with Reviews have a 20% higher conversion rate. Reviews have both Social and Search
elements, are used as a ranking factor and can build or destroy a company's reputation.
Many business/location owners fear reviews because they feel that they are out of their control,
but a negative review is an opportunity to evaluate your service and/or products and respond
openly about your commitment to a high level of service. A recent Harris Survey shows that 33% of
consumers who posted a less than positive review and who received a response from the
business/location owner went on to post another more positive review and 34% deleted the original
post altogether.
Because consumers trust the word of other customers over marketing descriptions or
advertisements (70% vs. 14%) prominently displaying customer testimonials on your site or your
listings will increase conversion.
4. Title Tags
Your site should include proper title tags. Of all webpage elements, title tags may be one of the
most influential for SEO overall.
Your homepage title tag is probably the most important title tag on your site. The title for the
homepage is where you’d want to use your main keyword phrase. Usually the main keyword phrase
is listed first within that title, and you should include your main locality name and business/location
name as well. We recommend appending the business/location brand name at the end of each and
every page title as an element of quality and consistency. For instance, a flower shop named “Dr.
Bud’s” located in San Francisco might have a title tag formed like this: “San Francisco Florist: Dr.
Bud’s.”
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LOCAL SEO TIPS
CONT’D
5. Claim Your Listing In Google Places, Yahoo! Local and Bing Maps
Similar to claiming your business/location in major online directories, you should do the same thing
for your listing in Yahoo! Local, Bing Maps, and Google Places. Claiming your business/location in
Google gives them higher confidence in the content and lets Search Engines know that your
business/location is active. Enhancing your local presence with more info and content about you
increases your opportunities to persuade potential customers to engage in business/location with
your company.
6. Obtain Links/Citations From Local Authority Sites
Beyond Search Engines and online directories, there are a variety of other websites which may be
considered by Google to be authoritative about local information. Simply doing a search for your
city name may reveal some of these. Local authority sites can include: chambers of commerce,
newspapers, local blogs, local charities, fraternal organizations, local schools (including universities
and community colleges), local radio stations and local TV stations. Each type of local site may
require different strategies for persuading them to link to your site and list your business/location.
7. Social Bookmarking
Social Bookmarking is a great way to promote your business/location and keep you ahead of your
competitors. If you write an article or post a blog, be certain to submit it to one of the many Social
Bookmarking and Article Submission sites.
Encourage customers to follow or like your business/location by including Social Bookmarking links
on your website. The ten most popular social bookmarking sites, in terms of inbound links or in
other cases monthly visitors (though not listed in any particular order) are: Twitter, Digg, Yahoo!
StumbleUpon, Reddit, Delicious, Mixx and Google Bookmarks.
8. Write Quality Content
The saying content is “king”- it is true when it comes to SEO. The major Search Engines determine
relevancy based upon the content of your site pages. Make your site content rich with relevant
keywords, include the services you provide and data about your company. Don’t write for the
Search Engines, write for consumers and it will both, be found online and convert.
9. Add Your Business to Google Plus
Google’s recent announcement that it will be including Search in Google Plus and Google Plus
results in Local Search pages enforces the need for businesses to create a Google + Business Page.
Businesses are encouraged to create a Google + Business Page and to encourage likes and make
regular updates.
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SOCIAL MARKETING
STRATEGY
The rise of Facebook, Google Plus, Twitter and other social media services has created a lot of
opportunity for smart business/locations both to engage with and find customers. That said, like
any new medium, Social Media also provides an opportunity for business/locations to spend way
too much time finding their way while getting little in return. In the hopes of bringing you up the
learning curve so you can start to get more out of Social Media, we recommend the following:
1. Secure Your Brand
Either claim or create a profile for your business/location on the top social media sites including
Facebook, Twitter, Manta, LinkedIn, CanPages and the major relevant sites to your
business/location category and location. Be certain to consistently post and update the information
on the site, a quick comment on a relevant topic, a picture of a job you are working on or post when
you earn a new customer.
2. Blogging and Participating in Industry Forums Will Yield the Best ROI
Setting up a blog is relatively easy and cheap. You can use the free blogs at Wordpress.com or
Blogger.com or set up one on your own site. Using a blog to answer commonly asked questions,
promote services, show customer testimonials and engage with your customers can help with SEO,
customer conversion and decrease customer service costs as you can refer people to your blog to
answer FAQs. Blogs don’t need to be long to be effective. A blog can include pictures taken from a
job site or a video created using your phone! Blogs also are key to a link building strategy.
Participating in other blogs can also help. For example, if you are a chiropractor, commenting on
blogs that are read by potential chiropractor patients can expose you to new customers and provide
links back to your site which can help with SEO and referrals. Participating in other blogs in your
city is strongly encouraged as these are the bloggers most likely to link back to you and engage with
you. If you stick at blogging, over time it can yield very high returns.
You should also comment on other industry blogs and forums, it will establish your
business/location as an authority and if done properly (with links back to your site or blog), it is an
important part of your overall link building strategy.
3. Be Helpful in Every Thing You Write
Whether you are writing a blog, tweeting, or posting, the best examples of Social Media Marketing
typically involve helping people.
If you are helpful people will be more likely to engage in a conversation with you and potentially
promote your brand to others for you.
4. Gently Guide People Back To Your Website
One of the primary functions of Social Media Marketing is to get people to go to your site where
they can find information that will help them make decisions about using your service.
Make sure all of your social media profiles have clear links back to your website and ensure that
your website is well-stocked with FAQs, testimonials and other information that will help potential
customers decide to call or email you. Don’t always push your website in your social media
conversations. Send people to a diverse set of links so that they don’t think you are just plugging
your own business/location.
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SOCIAL MARKETING
STRATEGY CONT’D
5. Link Up Your Websites And Your Social Media Profiles
By creating links between these pages, you can influence the Google rankings for your brand and
potentially control all or most of page one of the results for searches for your business/location
name.
6. Events, Deals & Coupons
Daily deals sites have changed the way that many people shop and the way they save money.
Fewer people are clipping coupons or relying on mailers to find deals and discounts, instead they
are looking online for great deals in their local communities. Some of the most popular sites are
Living Social, Groupon, Woot, Amazon Local and Google Offers.
Promote your business/location using ZVents, Upcoming and Facebook Events. These sites offer
(often for FREE) an opportunity to promote an upcoming sale, grand opening, relocation and
inventory reduction to just to name a few.
7. Offer Social-Only Specials
Offering deals for people in your target social media channels is a great way to build awareness of
your service, develop an audience and generate trial.
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MOBILE
Let’s start with some statistics that will explain why mobile SEO is going to be the next ‘big thing’ for
the online commercial sector.
In 2011, there were 835 million smartphone users. The amount spent on mobile advertising is
estimated to grow to $19 billion by 2015 and 49% of mobile users in the US have already used their
devices to buy online in the last six months. Mobile commerce is expected to reach $119 billion in
sales by 2015 - adults spend more media time on mobile than newspapers and magazines
combined.
Now that we have your attention, let’s review some tips for your mobile sites:
1. Keep it Quick
Design your site to load fast and easily scan able. Include a QR Code for easy conversion. Not only
will customers find your site more appealing, but Search Engines use load time as a factor in
ranking.
2. Make it easy to Convert
Focus on information that will aid in conversion; Calls to Action, Phone #s, allow for text messages
and include your address
3. Make it Local
Considering that 61% of smartphone users make local searches from a device, be sure to include
functionality that helps people find and get to your business/location and wording to remind them
of your business’/location’s local presence.
4. Make it Accessible and Visible
Make sure that your content can be read at arm’s length and that your site works on all mobile
devices and all handset orientations. A recent study shows that Mobile users are fickle when it
comes to the sites that they visit. If it isn’t mobile ready, they will leave and visit the next site in the
list.
5. Be Thumb Friendly
Design your site so that even large hands can easily interact and navigate on your site. Mobile sites
don’t have the same limitations that desktop sites have where pertinent information is above the
fold. Smartphone users are accustomed to scrolling.
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CONCLUSION
MyLocally.com
Search/Social Optimization is not a hard fast science, but with effort and careful
planning most business/location owners can realize high visibility. Search Engines
change their algorithms regularly and SEO companies scramble to be both reactive and
be proactive. Most business/location owners don’t have the time or expertise to
follow Search trends, so the best advice is to follow the tips in this paper to guide you
to create “natural” content for your site, build links to and from your site on related
blogs and forums, post content to as many places as possible and always point them
back to your website.
MyLocally is a FREE on line directory that helps small businesses improve their on line
visibility and provides easy to use tools that allows (finally) them to even the Local
Search playing field and to use Social Media in a meaningful way. With one post
MyLocally allows businesses the ability to add photos, videos or quick posts and
seamlessly distribute them to the business Social Media sites and to Social
Bookmarking sites.
www.MyLocally.com
Contact Us
For Feedback and comments about the content of this whitepaper:
[email protected]
For Sales and Customer Service:
[email protected]
951.541.0357
About the Author
Tim Judd is President and CEO of eLocal Listing, the nation’s leading provider of Local Search solutions. Tim is a ten year veteran
in Search and is a regular panelist at Local Search and Lead Generation shows such as SES, SMX, LeadsCon and Direct Response
Expo, Response Expo 2012. Tim has been featured in Response Magazine, the Press Enterprise, Search Engine Watch and as a
guest speaker at Call Source’s Local Search Symposium. Tim will be presenting a workshop on “Leading the Way Through Search,
Mobile and Social” during the digitalNow conference. Tim is also the author of ThinkJudd.com, a blog dedicated to the world of
local search.
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20 | Personal Chef
Personal Chef | 21
If you’re in business today, you have to really honest with yourself
when you answer that question. Many professionals and business
owners spend tons of time (and a substantial amount of money)
attending “Networking Opportunity Meetings” or “Industry Events”
and come away with very little to show for it. They go to meeting
after meeting, collect business cards, see the same contacts over and
over and they wonder why they’re not building their business. If
you’re in the culinary world, you love to cook but you probably don’t
love to sell…or network. It can seem like a lot of wasted time for very
small results. Let’s explore why that happens and give you the 5 most
common problems people have when trying to build their business:
Problem #1: You go to the Networking Meeting to get leads:
Everyone wants to sell at a networking event. They all run around
trying to collect business cards and “make contacts” that will lead to
business. They all look hungry and they drive other people away.
Have you ever been talking to someone, telling them all about what
you do and watch them get a bad case of “M.E.G.O.”? (My eyes,
glazed over!) Well, if you go to a networking event to get leads, you’re
going for the wrong reason. You go to a meeting to GIVE leads
and help other people. Emerson’s Law of Compensation states, “To
get more, you must first give more.” I recommend you go to these
meetings and try to help other people make contacts that will help
them. Be the go-to guy or gal for everyone there. Pay it forward! It
22 | Personal Chef
will always come back to you. Try it for 30 days and you’ll be amazed
at how many good referrals come your way.
Problem #2: You’re at the wrong Networking Meeting! If you’re a
personal chef in today’s marketplace, you’d never start cooking without
knowing what you’re going to prepare, right? When it comes to
finding good new prospects, who are you hunting for? You have to
go to the meeting where the people who are most likely to buy your
service congregate. If you’re looking for corporate work, go where
company presidents and meeting planners go. If you do work for
wealthy individuals or private parties, maybe a country club open
house or the art gallery or museum opening is better for you than the
local chamber of commerce meeting. If you’re hunting larger business
owners, you won’t find them at the weekly “coffee shop meeting”.
Looking for religious groups, your local church, synagogue or mosque
might be a good start. You have to fish where the fish are. If you’re
looking for lobster, you won’t catch many of them in Lake Michigan!
Problem #3: It’s your Mom’s fault: Mom taught you “Don’t talk to
Strangers!” and now your boss (or your wife/husband or partner) is
telling you that you have to go talk to strangers. It’s silly but some
people are still afraid of talking to strangers…and they’re 40 or 50
years old. It’s natural to want to stay in our comfort zone. So how
do you break years of training and build a new way of thinking? It’s
simple but it’s not easy. Your new mantra is “I make money when I
talk to strangers!” “The Stranger can’t hurt me.” “The Stranger may
be my best referral source this year.” If you change the way you think,
you can change your results, almost overnight. Remember, if you
never talk to them, they’re a “no”. If you talk to them and find out
they’re not interested, you’ve lost nothing. But they might say, “Yes”.
The only way to find out is to reach out to them. Remember: You
can’t lose what you don’t have.
Problem #4: Your “Elevator Speech” is not working. Most people
in business have a canned 30-Second Commercial or elevator
speech…and it sounds canned. Do you respond to people who
sound “scripted”? Probably not. You need to have a great 30 second
commercial that gets their attention…and fast. Here’s the formula:
•
•
•
•
Your name and company
A “benefit” statement
A little about the problems you solve
A hook question
Here’s an example:
• I’m Eric with “Dinners to Remember.”
• I help busy husbands impress their wives by taking them out to
dinner without ever leaving the house!
to make a good hollandaise and had no idea of what goes into one,
how great would my first attempt be? But if you just showed me the
basics a couple of times, I could impress my wife the next time I was
at the stovetop. Go get some training!
Professional Networkers are not born, they’re developed. They hone
their skills, practice them and then go make money while others
are still struggling. You took years to develop your knife skills, your
own signature dishes and your reputation. It takes time and effort to
become good at sales and Networking…and now is the time to start.
About the author: Eric Shulman has been selling since we had
dial telephones! Eric has sold everything from records to guitars
to Marketing Services and even Wedding cakes. He’s been using
and honing his Sandler Skills since 1983 and has been training
the Sandler System for over a decade. He and his wife grew her
wedding cake bakery to become the largest and most prestigious in
the Orlando, Florida area in just a few short years, so he knows a little
about the food business, too. An avid home chef (he just finished the
dream kitchen at home), Eric is proud to be working with USPCA.
Watch for him in upcoming issues and conferences. If you’d like to
hear about a specific subject, drop him a line.
If you’d like more information on how to become a better networker,
contact Eric Shulman with Sandler Training at 407 740-7355 or
[email protected]. Visit us on the web at www.Eric.Sandler.com
Eric lives in the Orlando area. Contact him at 650 South Northlake
Blvd, Suite 430, Altamonte Springs, FL 32701.
• The people I work with normally fall in a couple of categories:
Some of them are very busy executives who love fine food but
hate the hassle of crowded restaurants, poor service and overpriced
mediocre food. A few others are looking for a unique way to treat Mention the USPCA and get a free ticket to a Sandler Training
program in your area. No Obligation, No Cost, No Kidding.
a spouse or loved one to a special meal but they want a private,
intimate setting and don’t know how to do that. And there are a
couple of people who love to entertain but they don’t want to use
a standard catering company with average food, they really want a
fine dining experience but don’t know who to turn to.
• But you probably don’t know anyone with any of those issues, do
you?
Try and approach like that and, at the very least, you’ll get people
talking to you…and maybe a few referrals in the process.
Problem #5: Sales is an accidental profession. Think about that one
for a minute. No one grows up and says, “When I grow up I want to
be a salesman.” You went to culinary school and worked at your craft
for years and now, ten years later, you’re expected to be good at sales.
If you’ve never been trained on how to sell (or how to network), you’re
missing an important piece of the puzzle. If I never was taught how
Personal Chef | 23
Personal Chef
7680 Universal Blvd. Ste 550
Orlando, FL 32819
24 | Personal Chef