Make Millions Selling on QVC INS I D E R S E C R E TS T O LA U N C H I N G Y O U R P R O D U C T O N T E LE VI S I ON A N D TR ANS FO R M I NG Y OU R BU S I N E S S ( AND L IFE ) F O RE VE R Nick Romer John Wiley & Sons, Inc ffirs.indd i 12/8/07 8:47:43 AM ffirs.indd iv 12/8/07 8:47:44 AM Make Millions Selling on QVC INS I D E R S E C R E TS T O LA U N C H I N G Y O U R P R O D U C T O N T E LE VI S I ON A N D TR ANS FO R M I NG Y OU R BU S I N E S S ( AND L IFE ) F O RE VE R Nick Romer John Wiley & Sons, Inc ffirs.indd i 12/8/07 8:47:43 AM Copyright © 2008 by Nick Romer All rights reserved Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978)750-8400, fax (978) 646-8600, or on the Web at www copyright.com Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley com/go/permissions Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose No warranty may be created or extended by sales representatives or written sales materials The advice and strategies contained herein may not be suitable for your situation You should consult with a professional where appropriate Neither the publisher nor author shall be liable for any loss of profit or other commercial damages, including but not limited to special, incidental, consequential, or other damages QVC, Inc., is not associated with any portion of this informational publication QVC ® is a registered trademark of QVC, Inc All other product or brand names are trademarks of their respective owners For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002 Wiley also publishes its books in a variety of electronic formats Some content that appears in print may not be available in electronic formats For more information about Wiley products, visit our Web site at www.wiley.com Library of Congress Cataloging-in-Publication Data: Romer, Nick Make millions selling on QVC : insider secrets to launching your product on television and transforming your business (and life) forever / Nick Romer p cm Includes index ISBN 978-0-470-22645-2 (cloth) QVC (Firm) Telemarketing Teleshopping Cable television advertising I Title HF5415.1265.R67 2008 658.8'72—dc22 2007031888 Printed in the United States of America 10 ffirs.indd ii 12/8/07 8:47:43 AM For Joella, Ava, Nicholas, and Madelyn The love that lights the way ffirs.indd iii 12/8/07 8:47:43 AM ffirs.indd iv 12/8/07 8:47:44 AM Contents Acknowledgments vii Introduction ix Chapter How a Niche Product Generated $441,158.40 in Ten Minutes Chapter The Home Shopping Phenomenon Chapter How to Find or Create Hot Products 11 Chapter Be First and Fastest to Mass Market 17 Chapter How to Protect Your Product 25 Chapter How to Get on QVC 31 Chapter What QVC Looks for in a Product 43 Chapter Your First Meeting—Pitching Your Product for Acceptance 49 Your Product Has Been Accepted—Now What? 57 Chapter v ftoc.indd v 12/8/07 8:49:06 AM vi ftoc.indd vi Contents Chapter 10 How to Prepare for Your Big Moment on TV 63 Chapter 11 A Day in the Life at QVC 77 Chapter 12 The Two Most Important Words You Can Associate With Your Product 83 Chapter 13 Getting Paid, Returns, Backorders, and Surges 85 Chapter 14 How to Add Easy Money to Your Bottom Line, and Other Ways to Drive Your Success 89 Chapter 15 Six Mistakes that Can Snap the Back of Your Business, and How to Avoid Them 99 Chapter 16 Open Doors to Greater Success 109 Chapter 17 Beyond QVC—The Big Picture 117 Final Thoughts 123 Appendix A: Resource Directory 125 Appendix B: Frequently Asked Questions 129 Glossary of Terms 132 About the Author 138 Index 139 12/8/07 8:49:06 AM Acknowledgments I am grateful for many amazing people in my life who have all been instrumental in illuminating the path and keeping the foundation of my business and life endeavors intact and upright First and foremost, Joella, my love Thank you for listening to my dreams with or without the spoken words and for believing in me unconditionally To Marina, you are a great sister, thanks for always coming to my games and for being there in every other way throughout the years When I first thought I could launch a business and create an assembly line in my small condominium, my dear friends Brian and Diana Urbanski immediately offered the large basement of their home along with their willing hands for our countless packing parties Their generosity and true friendship is something I will remain grateful for and will never forget To Rich Ennis and Frank Montemurro—thanks for taking the meeting and for all the guidance thereafter Paul Haviland and Sergio Acle, true friends and believers, thanks for your constant interest, insights, and encouragement Thank you Herb Niemi for great advice and manufacturing support throughout the years and Joyce Krompegel for keeping it all going in so many ways Starr Hall—I am grateful for your friendship and your nonstop pillar of positive get-it-done-and-I’ll-make-it-happen support and inspiration You are perfect in every way And to Alisha Wright Thank you for your endless generosity and friendship—just one phone call and see what happened To Debra Englander and Stacey Small at Wiley, thank you for your insights and continued support I am also grateful to many others including Bill Wright, Neal Inscoe, Susan Stewart, Cindy Zontek, Patti Goodyear, Suzanne vii flast.indd vii 12/8/07 8:48:21 AM Appendix B: Frequently Asked Questions 131 Q: How can I become a host on QVC? A: Look for postings on its Web site for upcoming openings Additionally, QVC will broadcast this information when it is searching for new hosts Q: How much will QVC pay me for my idea? A: Nothing QVC does not buy ideas It behaves like a typical retailer and thus looks for finished products to sell to its customers Q: How does QVC make money? A: QVC makes money by buying your product at a discount and selling it at a markup Q: If my product is accepted, will QVC train me to sell it on-air? A: QVC requires all on-air guests to attend a Guest Excellence Seminar at its headquarters in West Chester, Pennsylvania, prior to demonstrating their product on-air There is no cost to participate, but you will have to pay your travel expenses Find detailed answers to all the questions listed here and more inside the pages of this book bapp02.indd Sec1:131 12/8/07 8:11:37 AM Glossary of Terms agent—An individual or group that represents product developers backorder—When orders are taken for products not in stock but that will be ordered and eventually used to fill the orders taken backyard fence selling—A nonthreatening approach to selling where the guest and host converse in a manner akin to having a conversation among neighbors over the backyard fence bell curve—A depiction of a normal distribution over time In terms of a product life cycle, a bell curve looks like a bell and indicates the sales volume of a product over time, including the introduction (rising), the plateau (flattening), and the decline (descending) boom—A long pole used to hold a microphone or camera bounceback—Information in your product that attempts to solicit customers One example of a bounceback is: “For more information please visit our website, www.GreenSneakers.com.” B-roll—A B-roll is auxiliary video footage prepared in advance used to augment a presentation camera pan—Movement of a camera to create a panoramic effect close up shot—A camera shot taken in close proximity to the object consumer trade show—A convention where companies gather to exhibit and sell products to consumers coordinating producer—This is the person that runs the studio floor He or she communicates and clarifies legal claims for hosts and guests, maintains the production values, and communicates key strategies and points of execution to the live crew He or she manages guests in the studio and is the liaison between the line producer and the studio floor co-venture—A collaboration between two companies in any number of forms to mutual benefit; a large company can offer distribution services 132 bgloss.indd 132 12/8/07 8:12:20 AM Glossary of Terms 133 to a small company, two companies can combine products to compose one product, and so on cross-promote—A method of recommending additional products to a consumer that might be on interest based on their current selection deferred payment—A term QVC uses when it allows the customer to pay for an item at a later date These are made available only to holders of QVC’s Qcard direct response television—Frequently abbreviated DRTV; marketing of goods and services directly from the manufacturer or wholesaler to the consumer by means of television Includes infomercials, home shopping channels distributor—A company that purchase goods at a deep discount in order to sell direct to retailers or other wholesale companies drop ship—The shipping of a product directly from the manufacturer to the customer without requiring inventory carrying by the retailer DRTV—See direct response television earpiece—An electronic device fitted to one’s ear in order to be able to receive communications from the show producer and to hear phone calls during the on-air presentation easy pay—A term QVC uses to allow a designated number of payments for an item at no extra charge economies of scale—Reduction in cost per unit resulting from increased production due to operational efficiencies As production increases, economies of scale can be accomplished because the cost of producing each additional unit gets lower FCC—Federal Communications Commission (www.fcc.gov) It was created under the U.S Communications Act of 1934, and its board of commissioners is appointed by the president of the United States The FCC is a U.S government agency that regulates interstate and international communications, including wire, cable, radio, TV, and satellite FMV—Full motion video/digital imaging This is where the on-air product shot is created This is the still photo that QVC uses for any previews and during a presentation fulfillment—The shipping of product after an order is placed bgloss.indd 133 12/8/07 8:12:20 AM 134 Glossary of Terms fulfillment house—A third-party company that handles order fulfillment on another company’s behalf full motion video/digital imaging—See FMV green room—A waiting room or lounge for the use of on-air talent and associates hair and make-up— On-location hair and make-up stylist provided by QVC, made available for on-air guests host promo—A product that is promoted by the host of a given segment Promos happen prior to airing and throughout the segment HSN—The Home Shopping Network infomercial—A long commercial generally longer than two minutes providing product information or goods for sale introductory price—See IP IP—Introductory price of an item selling on QVC that is generally to10 percent lower than the regular price that stays in effect for a predetermined amount of appearances Not all items are granted an IP keystone pricing—A method of setting the price of merchandise for resell to an amount that is double the wholesale price laser shot—A static image of a product and/or its contents used to showcase a product on-air Created by QVC’s FMV department Lavaliere microphone—A small microphone that can be easily hidden in a piece of clothing so as not to be seen by the camera lead time—The time required to manufacture and ship a product in advance of an on-air appearance licensing—A general agreement between two parties where one party agrees to allow another party use of their intellectual property; invention, brand item, etc line producer—The person that directs all elements of the show loss leader—A type of pricing strategy where an item is sold below cost in an effort to stimulate other, profitable sales mailers—Promotional literature mailed to prospective customers mass market—Items produced for consumption in large quantities bgloss.indd 134 12/8/07 8:12:21 AM Glossary of Terms 135 mass media—The section of the media specifically conceived and designed to reach a very large audience master shot—A camera shot that captures the entire piece of dramatic action monitor—Display produced by a camera networking—The act of making and creating business relationships for mutual benefit niche product—A product that is manufactured and marketed for specialized uses one shot—An image of a single person generally from the waste up one time only—See OTO open call—An announcement to meet without an appointment made to the general public OTO—One time only; a QVC term to denote a product that will be offered at a special discount for one time It is an item presented after a today’s special value sells out and it is the lowest price the given item will ever appear on QVC product dubner—The four lines of text appearing on the television screen that is aired to the public that describes the product being shown product pipeline—Any number of products in the same category that are closely related product showcase—A display found in many trade shows featuring the newest, most innovative, or unique products profit margin—A term used to indicate profitability Determined by dividing net income by revenue prototype—A typical example or model of an item that will be manufactured to specifications at a later date purchase order—Written authorization for a supplier to ship products at a specified price Qcard—A credit card issued exclusively to QVC’s customers QVC—The home shopping channel whose letters stand for quality value convenience QVC vendor—An approved vendor that sells directly to QVC bgloss.indd 135 12/8/07 8:12:21 AM 136 Glossary of Terms retail price—The selling price of an item to consumers RTV—Return to vendor; product that has been rejected by the customer or the buyer’s inspection department and is awaiting shipment back to the supplier set—The setting composed of furniture and so on where filming takes place SKU—Stock keeping unit—a number or identifier assigned to keep track of a product social proof—A phenomenon that occurs when any of number of people cannot make a decision and elect to make choices based on the assumption that others are better informed static shot—A stationary image of a product studio operations desk—A central hub of activity in the QVC studio that handles any number of coordinated activities such as preparing guests and hosts with electronics, providing scheduling information, keeping track of guests, facilitating documents, etc suggested retail price—A suggestion for pricing a product to consumers made by the manufacturer surge—When your product sells out and more than the normal amount of backorders are taken because your product was selling so quickly These orders are taken when the manufacturer is capable of producing the item quickly or has the inventory in stock and ready to ship T-call—A phone call received by a customer that has used or previously purchased an item that is taken live on-air testimonial call— See T-call today’s special value—See TSV trade show—A convention where manufacturers gather to exhibit their product to perspective wholesale customers TSV—Today’s special value; a QVC term given to an item that is showcased in multiple airings on a given day, beginning with a midnight kickoff and lasting until 11:59 p.m., or until quantities last TV sales manager—The person in charge of discussing anything from sales strategies to broadcasting logistics with the on-air guest as well as arrival times bgloss.indd 136 12/8/07 8:12:21 AM Glossary of Terms 137 two shot—A camera shot of two people, usually from the waist up upsell—The process or method of selling an additional product that is related to the primary product that is offered to the buyer while they are still on the telephone purchasing the main item vendor bounceback—See bounceback wholesale—Selling or pertaining to selling goods in large quantities at a discount for resale to the consumer bgloss.indd 137 12/8/07 8:12:22 AM About the Author N ick Romer (Basking Ridge, New Jersey) is an award-winning inventor of over a hundred products developed for crafters and hobbyists He has appeared on QVC in the United States for more than 14 years, and his products have been featured on many other shows, including QVC United Kingdom, QVC Germany, The Shopping Channel Canada, The Rosie O’Donnell Show, Good Morning Philadelphia, and Good Morning Arizona He is a recipient of QVC’s Million Dollar Sales Award, a two-time winner of Primedia’s Award of Excellence, and has also won the Craft and Hobby Association Buyer’s Choice Award His innovations have been sold in more than 22,000 stores in 23 countries and can be found on his Web sites, www.GreenSneakers.com and www.ScrapWow.com As a business strategist and product development specialist, he has helped countless others pursue their dreams as well 138 babout.indd 138 12/8/07 7:52:12 AM Index A Accessories, QVC introduction, 44 Advertising, usage, 94–95 Agent definition, 132 usage, 35–41 Airdate, proposal, 106 Airtimes control, 105–107 quality, increase, 106–107 Ali, Muhammad, 115 Amazon.com T-call usage, 71 upsell, example, 91 American Marketing Association, 125 Appearance, promotion, 94–96 Ask the Inventors, 125 B Backorder, 85 definition, 132 importance, 88 Backyard fence approach, 63–64, 75 selling, definition, 132 Baseline price awareness, 93 Beauty products, QVC introduction, 44 Bell curve, definition, 132 Bonus offerings, announcement See Infomercials Books, usage See Product research Boom, definition, 132 Bounceback definition, 132 form, applicability See Vendor QVC rejection, 96 B-roll definition, 132 execution, 68–69 guidelines, 69 Bullet points, 64–65 Business mistakes, avoidance, 99–107 success, 87 Buyer communication, 87 impulses, attention, 67–68 Buyer’s Choice award, 114 C Camera pan, definition, 132 Claims substantiation policy, 59 Close-up definition, 132 usage, 74 Clothing, television appearance, 70 Coaching group, questions, 93 Commercials, 7–8 Communication, ability, 102–103 Complementary product, 89–90 Computer data, usage, 80 Consumer Electronics Show, 127 Consumers, direct sales, 20–24 Consumer trade show definition, 132 importance, 67 Cooking/dining products, QVC introduction, 45 Coordinating producer, definition, 132 Copyrights, usage, 29 Co-venture, 110–111 definition, 132–133 Craft & Hobby Association, 127 Crafts products, QVC introduction, 47 Craigslist, potential, 87 Creative financing, usage (example), 60–61 Cross-promote, definition, 133 139 bindex.indd 139 12/8/07 8:13:01 AM 140 Index Customer base, products (addition), 90 introduction, 119–120 service representative, order taking, 90 D Deferred payment, definition, 133 Demonstrations checking, 81 example, 66 length, problems, 68–69 Demonstrators selection, mistakes, 102–103 success, impact, 103–104 Digital camera, selling points (example), 65 Digital imaging, check-in, 78 Direct response television (DRTV), definition, 133 Distributor, definition, 133 Drop ship, definition, 133 E Earpiece definition, 133 fitting, 74 Easy pay, definition, 133 eBay, potential, 87 Economies of scale, 92 definition, 133 Electronic Retailing Association, 125 Electronics, QVC introduction, 46 Electronics (gear), preparation, 81 ESPN, conversation (protocol), 74 Expert status, gaining, 116 F Federal Communications Commission (FCC), 80 definition, 133 Federal Trade Commission (FTC), 125 Field training, 67–68 importance, 67 Financials, revenue (addition), 110 Financial statements, 85–86 First meeting See Quality Value Convenience First-time buyers, number, 79 Free Resources, 87, 96 bindex.indd 140 Frequently Asked Questions (FAQs), 129–131 Freund Container, resource information, 128 Fulfillment, definition, 133 Fulfillment house, definition, 134 Full motion video (FMV) check-in, 78 definition, 133 G George Little Management (GLM), 127 Gillette, King Painter, impact, 93–94 razor sales, 93 success, 94 GLM See George Little Management Goods, sale (amount), 85 Google Patent Search, 125 Gourmet food, QVC introduction, 45 Green room definition, 134 attendance See Quality Value Convenience Guest Excellence Seminar, attendance, 63 H Hair definition, 134 television appearance, 70 Holiday products, QVC introduction, 47 Home décor, QVC introduction, 45–46 Home improvement products, QVC introduction, 46 Home shopping channels, 8–9, 126 phenomenon, Home Shopping Network (HSN) competition, mistake, 105 definition, 134 opportunities, purchase order, 99 resource information, 126 Host promo, definition, 134 I Inexperience, impact, 101 Infomercials, 7–8 bonus offerings, announcement, 91 12/8/07 8:13:02 AM Index contrast See Quality Value Convenience definition, 134 overview, 20–24 Information, broadcast, 80 Initial orders, receiving (consideration), 109–110 Intellectual Property Law Server, 125 Interest-gaining investment vehicles, 85–86 International Home & Housewares Show, 128 International Licensing Industry Merchandisers’ Association, 125 Internet marketing, 95 options, 87 power, 96 usage See Product research Introductory price (IP), definition, 134 Inventions advancement, 117–118 impact, 118 perspective, change, 120–121 Invention submission companies, 26–28 Inventory, usage, 79 J Jewelry, QVC introduction, 45 K Keystone pricing, definition, 134 L Laser shot completion, 78 definition, 134 Lavaliere microphone definition, 134 fitting, 74 Lead time, definition, 134 Leisure, QVC introduction, 47 Letterman, David (segment), 73 Liability insurance importance, 30 QVC requirement, 59 Licensing, definition, 134 Line producer captain status, 78 definition, 134 Live broadcast, changes, 77 bindex.indd 141 141 Long description form, 58–59 Loss leader, 91 adaptation, 91–93 definition, 134 M Magazines, usage See Product research Mailers, definition, 134 Mail-in submissions, usage See Quality Value Convenience Mail-order catalogs, Makeup definition, 134 television appearance, 70 Manufacturing, resource information, 128 MarketingSherpa, 126 Market research, broadening, 65–66 Mass market ability, 17 definition, 134 Mass media, definition, 135 Master shot definition, 135 usage, 74 Materials, small order, 91–92 Meetings See Quality Value Convenience Merchandise, nonsale (protocol), 87–88 Minnesota’s Inventor’s Congress, 126 Mistakes See Business list, 99–107 Momentum building, 93–94 importance, 95 Monitor definition, 135 placement See Quality Value Convenience N National Inventor Fraud Center, 126 Networking, 110–111 definition, 135 usage See Quality Value Convenience Niche product definition, 135 impact, 123 profit, Nondisclosure forms, usage, 30 12/8/07 8:13:02 AM 142 Index O On-air appearance, payment process, 85 On-air demonstrators, impact (problems) See Testimonial calls On-air guest personality, demonstrations, 105 On-air sales See Quality Value Convenience training, 66–67 One shot, definition, 135 One time only (OTO), definition, 135 On-screen sales numbers, appearance, 80 Open call attendance See Quality Value Convenience definition, 135 Orders, risks, 100 Overnight test spot, movement, 93 Overseas purchase orders, 114 Overstock.com, 87 P Packaging, resource information, 128 Painter, William, 93–94 impact See Gillette Patents provisional applications, 30 usage, 25–26 Payment process, 85–86 Popeil, Ron, 91 Presentation See Quality Value Convenience interruption, 118–119 Price per unit, obtaining, 92 Product research, 13–16 Internet, usage, 13–14 magazines/books, usage, 16 trade shows, usage, 14–16 Products See Complementary product acceptance pitch, 49 addition See Customer appearances, repetition (importance), 95 change, importance, 101 convenience, importance, 55–56 creation, impact, 90–91 defects, mistake, 104–105 dubner, definition, 135 exposure experience, 110 increase, 90 bindex.indd 142 finding/creating, 11 improvement, 12–13 life cycle, 100 number, QVC introduction, 44 pipeline, definition, 135 postacceptance process, 57 presentation, 51–54 advice, 53 protection process, 25 quality, importance, 54 QVC examination, 43 sale addition, 90 mistake, 99–100 showcase, definition, 135 submission process, 58–61 requirements, 58–60 value, importance, 55 warning signs, 101 words, association (importance), 83 Professionals, relationships (building), 114–116 Profit See Niche product margin definition, 135 increase, 92 sacrifice, impact, 94 Promotions, elements, 114–115 Prototype building, importance, 100 definition, 135 Provisional application for patent See Patents Publicity, necessity, 115 Purchase order definition, 135 receiving, 104 Q Qcard, definition, 135 Quad screen footage, QVC refusal, 69 Quality Assurance (QA) submission form, 60 success, preparation (advice), 60 Quality Value Convenience (QVC) appearance, difficulty, 31 arrival, 78 attendance, 77–78 competition, mistake, 105 12/8/07 8:13:02 AM Index conclusions, 123–124 daily activity, 77 definition, 135 examination See Products first meeting, 49 research, 49–51 format, time limitation, 65 future, 117 Germany, 111–114 green room attendance, 79 encounter, ripple effect, 114 infomercials, contrast, 21–24 summary, 24 invisible people, 83 key launches, scheduling, mail-in submissions, usage, 32–33 mindset, 54–56 monitors, placement, 73 networking, usage, 33–34 on-air segment, blue card (completion), 65 open call, attendance, 33 opportunities, overnight appearances, 114 overseas broadcasts, 111 operations, 113–114 payment outlook, 85–86 planners, impact, 83–84 presentation conclusion, 81–82 example, 73–75 primary item, price (expectation), 92 product postacceptance process, 57 sale, 3–4 purchase order, 99 releases, signing, 78 requirement See Liability insurance resource information, 126 return, request, 84 sales comparisons, 113–114 philosophy, training, 64 sets composition, 73 number, 79 shipping deadline, 104 bindex.indd 143 143 size, stages, number, 79 store sales, contrast, 18–119 studios (Queensboro), arrival, 112 success, absence, meaning, 86–87 thirty-day return policy, 86 United Kingdom, 111–114 unreachables, 83 vendor definition, 135 guidelines, 69 R Resource directory, 125–128 Retail price, definition, 136 Retail stores, product sales, 109–110 Returns, 85 inspection, 86 process, 86–88 Return to vendor (RTV), 86–87 definition, 136 triggering, 86 Revenue, increase, 90 Revenue per sale, increase, 90 Ronco spray gun, infomercial example, 20 Rosie O’ Donnell Show, appearance, 114 RTV See Return to vendor S Sales experience, 84 tracking, 87 School, Home & Office Products Association, 128 Scrolls, QVC refusal, 69 Search engines, appearance, 97 Selling points, example See Digital camera Sellout, 80 Set, definition, 136 Setup, completion, 79 Shoes, QVC introduction, 44 SKU See Stock keeping unit Small Business Administration (SBA), 126 Small business owners, mistakes, 104 Social proof, definition, 136 Sold out, importance, 83 12/8/07 8:13:03 AM 144 Index Sports/fitness products, QVC introduction, 47 Static shot, definition, 136 Step-process execution, 68 preparation, 68 Stock keeping unit (Sku), definition, 136 Store sales contrast See Quality Value Convenience overview, 17–19 Stories, sale, 69–70 Studio operations desk arrival, 81 definition, 136 Success drivers, 89 increase, 109 opportunity, 112–113 preservation, 105–107 story, 83 Suggested retail price, definition, 136 Surge, 85 definition, 136 importance, 88 T Taped testimonials, QVC refusal, 69 T-calls See Testimonial calls Television appearance components, 70 preparation, 63 Television sales manager, definition, 136 Tell-a-friend script bonus, attachment, 95 effectiveness, loss, 95 Templates, 118 checking, importance, 104–105 Testimonial calls (T-calls) definition, 136 exploitation, 71 flow control, on-air demonstrators (impact, problem), 72 importance, 72 usage, 71–72 See also Amazon.com Text graphics, QVC refusal, 69 Thomas Register, resource information, 128 Today’s Special Value (TSV), definition, 136 bindex.indd 144 presale, impact, 97 Toys, QVC introduction Trademarks, usage, 28–29 Trade secrets, usage, 29–30 Trade show definition, 136 marketing, 34–35 resource information, 126–128 usage See Product research Trade Show Week, 128 Travel, opportunity, 112–113 Trend tools, 128 Two shot, definition, 137 U Uline, resource information, 128 United Inventor’s Association, 126 United States Copyright Office, 126 United States Patent and Trademark Office (USPTO), 30, 126 Units, sale (calculations), 84 Unreachables See Quality Value Convenience Upsell definition, 137 example See Amazon.com Popeil usage, 91 product, development, 92–93 usage, 89–91 V Vendor airtime, selection (importance), 106 bounceback form, applicability, 59 information sheet, 59 payments, delays, 85 Ventures See Co-ventures Visual image, television appearance, 70 W Warranties, applicability, 60 Web site solicitations, absence, 96 usage/benefit, 96–97 Wholesale, definition, 137 Words association See Products Words, importance, 83 12/8/07 8:13:03 AM FREE Gifts Linked to This Book To help you get maximum value from this book, I have reserved a collection of FREE Bonus Resources and Audios—a $497 Value that are waiting for you • FREE Audios extension of this book – enroll today! • FREE E-Mail Course part course designed to help you take immediate steps toward realizing your dreams • FREE Bonus Materials a surprise package of pure content and every other extra resource referred to throughout this book Claim Your FREE Resources right now while it’s fresh in your mind Follow these easy steps: Step Go to this URL: www.SuccessOnQ.com/purchased Step Authenticate You will be prompted to open the book to a certain page and find a particular word This is our way of verifying that you purchased the book badvert.indd 145 12/8/07 7:53:04 AM ... Congress Cataloging-in-Publication Data: Romer, Nick Make millions selling on QVC : insider secrets to launching your product on television and transforming your business (and life) forever / Nick Romer... opportunity—can make millions of dollars on QVC This story is about what to to get on, stay on, and change your business and life forever by getting you and your products in front of millions of eager people... gratification to the users when they custom -make a gift bag as part of their gift to a loved one c01.indd 12/8/07 8:23:41 AM Make Millions Selling on QVC Additionally, it saves people money At the