| You've heard of Emeril Lagasse right? Who | | | | location in downtown Savannah. Now her |
| doesn't know the great BAM man of cooking? | | | | restaurant is one of the most popular places in |
| He's one of the most recognized celebrity chefs | | | | town. She was quoted as saying, "I just decided |
| and helped put the Food Network on the map. | | | | to give the people what they wanted." |
| But Emeril's got a secret recipe for success that | | | | Sounds simple? It's all about giving people what |
| smart automotive dealers can copy for | | | | they want. |
| themselves. | | | | Here are just two examples of very successful |
| I once watched a show on the Food Network | | | | entrepreneurs. They are both restaurateurs, |
| that focused on biography's of great chefs. On | | | | authors and TV personalities who gave their |
| this show, Emeril explained that one of his | | | | demanding audience simply what they wanted. |
| favorite things was to do book signings. Why? | | | | Sometimes auto dealers get so focused on their |
| Because he gets to talk to hundreds of people | | | | product and what they normally do that they |
| and they tell him what they want. Then all he has | | | | forget the most important detail. Giving people |
| to do is give it to them. | | | | what they want. It's very difficult to sell |
| Another featured chef was Paula Dean. Paula | | | | something people don't want. It's very simple to |
| began her career simply catering out of her | | | | sell and market something everybody wants! |
| house. Later she moved to the Best Western | | | | So next time you are laying out your marketing |
| kitchen. She was working hard and burning out | | | | plan. Think to yourself... am I attracting customers |
| fast. Time with her family was a thing of the past | | | | with what they want or am I just using the same |
| and she was barely making any money. Is this | | | | old lines every dealer has used before. What do |
| the same story you have to tell? | | | | your customers want? Make that the focus of |
| She decided to make a change and offer a | | | | your next ad and give it to them when they |
| country style buffet. It was a big hit! It wasn't | | | | come in. |
| long before she was able to get an upscale | | | | |