CNN.com Chat Transcript - Ron Popeil on his inventions and entrepreneurship
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Over the past 35 years, Ron Popeil has built a reputation as a super salesperson. Although his name may not be a household word, many of his products are. He created the Veg-O-Matic, the Pocket Fisherman, a food dehydrator, pasta maker, and most recently, a best-selling tabletop rotisserie. In 1995, he wrote his autobiography: "The Salesman of the Century: Inventing, Marketing, and Selling on TV: How I did It and How You Can Too!
CNN Moderator: Welcome to CNN, Ron Popeil.
Ron Popeil: Hello everybody, this is Ron Popeil.
From chat room: At what age did you know that you wanted to go into the invention business?
Ron Popeil: I did it when I was in my early 20s, and it just came to me to do that. I've been doing it ever since.
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CNN Moderator: What should people consider when looking for a business partner?
Ron Popeil: That's a great question! I look for someone who has qualities that I don't have. Today, I no longer develop any of my inventions totally myself. I have one other individual that I've been working with for over 20 years. He is a great deal more technical than I am, and the strange thing is he can't boil water. He doesn't cook.
From chat room: What is the most critical consideration when selecting a product for promotion
Ron Popeil: It's not singular. A variety of things must be in place, and I think they're all critical. For instance, you have the idea about the product or how it performs. For me, it has to be problem-solving. It has to be built with quality, user-friendly, and priced right. Also, you must choose a form of marketing to get that message across to the consumer. All are critical. If one of these elements does not exist in the fashion I have laid down, you will not prevail.
Question from chat room: What has been your biggest influence in making your products?
Ron Popeil: Problem solving. What I do is look for problems around the house, in everyday living, that are serious enough so that the consumer is willing to spend the money to purchase that product. I'm a problem-solving inventory, and once I find the solution, I create the product. If I can produce it at a price that allows me to make a reasonable profit and gives consumers a reasonable price, they will buy it. Consumers today are not interested in paying cheap prices. They're willing to pay hard-earned money for a quality product if it has a reasonable price. If I can create a quality product, they will buy them.
From chat room: What do you think is your most ingenious invention?
Ron Popeil: Every new invention is my most ingenious invention. I have to admit, though, that the rotisserie, and I make five or six different models of it, will do more business than all the products put together.
From chat room: What invention are you the most proud of, and is this product the best selling one?
Ron Popeil: The rotisserie.
From chat room: If I put two 4-lb. chickens on your rotisserie, do I set timer for 8 lbs. or just 4 lbs?
Ron Popeil: When you put two chickens in that are four pounds each, they will first be head over heels spinning around, rather than horizontal, as I do one chicken. One chicken takes 15 minutes per pound, two chickens side by side take 12 minutes a pound, but the total weight of the chickens, 8 pounds, 96 minutes, and two minutes to heat up your machine - 98 minutes, or one hour, 38 minutes.
From chat room: Your recipes are fabulous, and the lamb was out of this world, but we were smoked out of the house. Too much fat content. Any suggestions?
Ron Popeil: I think it had to do with that particular leg of lamb. I think the size of the leg of lamb will determine the smoke, and you might have had an extra large leg of lamb that came extremely close to the heating element, and that's what caused the smoke.
CNN Moderator: If people have questions about your products or have problems with them, how do they contact your company's customer service people?
Ron Popeil: My suggestion is to contact the website. They'll get the fastest response that way.
From chat room: Can you order the rotisserie online?
Ron Popeil: Yes, at ronco.com.
From chat room: How can I order parts?
Ron Popeil: From the website, ronco.com, or call 1-800-43ronco.
From chat room: What is the difference between your rotisserie oven and the Magic Chef rotisserie? They appear very similar.
Ron Popeil: And you're absolutely correct. Magic Chef is the name owned by Walmart. I've been advised by the patent office of the United States government that we have a patent coming forth in the next couple of months in which Magic Chef will be in violation, and we will make them stop selling it.
From chat room: Are you going to enter the European Market?
Ron Popeil: The answer is yes. I just got back from Europe. My rotisserie product was tested on television in the United Kingdom (UK), and they sold out quickly. I'm currently working on products for the UK, as well as Germany. Entry into both markets will be simultaneous. I will spread further into the European market later.
From chat room: What was the biggest obstacle you have faced in your quest?
Ron Popeil: I think that's an easy question for me. The most difficult is the running of the business itself. Not the creation of the product, not the manufacturing, and not the selling, but the day-to-day dealings of running a business, which encompasses so many things: legal, insurance, space, people. I have just under 200 employees, and each one is different. The problems that come from running a business really drive me crazy, and I'm making every attempt to sell the business so I can focus on more inventions and the marketing for those inventions.
From chat room: I have a patented garden product that is selling well in small nurseries. Do you suggest presenting to large retailers right away or wait?
Ron Popeil: That's an easy question. The longer you wait, the less money you will make. If you have a product that is selling well, absolutely go to the mass marketers and get them to sell the product. Don't do tomorrow what you can do today.
From chat room: I have been watching your products since I can remember. What's your advice on getting started in making my ideas reality and bringing them to market?
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Ron Popeil: I did write a book called "the Salesman of the Century" by Delacort Press. It can be purchased through the website ronco.com. I would read the book, not that I'm trying to sell a book, but there's just a lot of valuable information in the book on how to get your project off the ground.
Once you've developed this project and you think it's the best project for the marketplace, and the one you want to go with, my suggestion is that you attempt to get it on one of the shopping channels, such as QVC. That will give you the thrust to continue and expand.
From chat room: I'm skeptical of products I see marketed on TV. I wonder why they aren't being sold in stores where they can be seen in person and returned easily.
Ron Popeil: And your viewer is absolutely correct. Currently, I do put products in some stores, top-of-the-line department stores. All Federated stores carry the rotisserie. In fact, they carry two different models. A lot of the projects sold on television bother me, especially the weight loss products and the exercise products. I think the worst of all are the "how to start your own business" or "get rich" products. In my opinion, the latter is a rip-off.
From chat room: Will we see any updates of Popeil classics like the eggbeater, pocket fisherman, etc.?
Ron Popeil: I just got through redesigning the internal workings of the pocket fisherman. It is now done and will be available this Christmas. The egg scrambler, no. I have not improved upon that product.
From chat room: Who has been your biggest inspiration?
Ron Popeil: I think the viewer is asking in regards to the inventing and marketing business, I would say Tony Robbins is one individual who I look to for good business dealings with the public. I am also in the casino business, and of course, I've had the privilege of working with Steven Wynne for 21 years. So, he and Michael Milken are the people that I really do admire.
From chat room: What invention of yours sold the most in the stores?
Ron Popeil: In terms of unit sales, the Veg-o-matic certainly would be up there. We didn't have direct marketing as we do today. In the old days, we had to advertise our product and direct the people to go to stores to buy them. Today, we use 800 numbers and send the products directly to the customer.
From chat room: Will you be making any other material in the near future that will help in the kitchen?
Ron Popeil: Yes, but I cannot reveal my ideas at this point in time. I do love the kitchen!
CNN Moderator: What products are you working on now?
Ron Popeil: I'm working on two projects right now; one is an indoor-outdoor smoker. Second product: a bread and batter machine that does not involve clean-up.
CNN Moderator: Thank you for joining us today, Ron Popeil.
Ron Popeil: Thank you so very much.
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