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Speaker 1: Now here's a highlight from Coast to Coast AM on iHeartRadio.

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Speaker 1: Welcome back to Coast to Coast AM. Connie willis here

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Speaker 1: with you along with first time guest Bob's or Costa,

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Speaker 1: TV's original home shopping host, speaker, author, one of the

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Speaker 1: individuals who helped create the multibillion dollars TV home shopping

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Speaker 1: interest industry. You can learn more about him his book,

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Speaker 1: his courses, classes, and he's taking care of Coast fans

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Speaker 1: with taking three hundred dollars off of his course and

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Speaker 1: letting you watch it and learn from it for ninety

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Speaker 1: seven dollars. I love it. You can go to his

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Speaker 1: website at bob's Ercosta dot com and you'll you'll see

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Speaker 1: where you can click on it for Coast fans only.

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Speaker 1: But it's funny. I love it. I'm pitching for Bob's

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Speaker 1: Cercosta here anyway. So Bob is telling us the story

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Speaker 1: of how it all happened. And now I'm going to

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Speaker 1: let you go ahead, Bob and set up where the

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Speaker 1: cliffhanger ended. You know, we have comeback and we're ready,

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Speaker 1: ready to hear the rest of it front yet. Okay,

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Speaker 1: first of all, you were nice enough to mention the website.

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Speaker 1: I appreciate that my audio book just came out today,

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Speaker 1: like hours ago, so your audience the very first to

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Speaker 1: hear about my book on audio and that's available on

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Speaker 1: the website as well. Okay, so all right, here we

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Speaker 1: are the years nineteen seventy seven. Okay, I'm a host

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Speaker 1: on a lowly rated local radio station and Clearwater, Florida,

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Speaker 1: possibly the world's worst radio station. And here I am

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Speaker 1: and the owner brings in during the break, brings in

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Speaker 1: a can opener and says to me, when you come

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Speaker 1: out of the news, I want you to sell the

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Speaker 1: can opener. And I looked at him, like, what I mean,

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Speaker 1: there's no way. So I came on after the news

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Speaker 1: and I said, you know, you never believe what happened

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Speaker 1: during the break. And I went over and I explained,

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Speaker 1: retold the story, and I said, if you call me

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Speaker 1: up right now, call me up, reserve a can opener,

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Speaker 1: come on down to the studio and pay for it.

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Speaker 1: It's yours. And pretty soon the lights on the phone

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Speaker 1: started to light up. In fact, I didn't know what

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Speaker 1: those lights were because nobody had ever called before the show,

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Speaker 1: and that day kind it that was August twenty eighth,

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Speaker 1: nineteen seventy seven, we sold one hundred and thirteen electric

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Speaker 1: can openers and that was the beginning of what we

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Speaker 1: all now know as home shopping. And we stayed on radio.

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Speaker 1: We did it on radio for five years and it

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Speaker 1: became locally. It was still local, but it became very successful.

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Speaker 1: And then and then we went to a local cable TV.

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Speaker 1: At that time, in nineteen eighty two, I think it

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Speaker 1: was uh, you know, at that time, there were all

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Speaker 1: these cable TV stations with no programming. There wasn't a

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Speaker 1: lot of programming out there, so they had a lot

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Speaker 1: of these vacant channel spots, and so we went in.

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Speaker 1: We leased a channel on the local cable company was

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Speaker 1: called Vision Cable as a matter of fact, so we yes,

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Speaker 1: So we went from radio to TV. We thought, wow,

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Speaker 1: now people will be able to see what we're talking about.

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Speaker 1: It's got to be better, right, And so we did

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Speaker 1: that until nineteen eighty five, and then we went nationwide

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Speaker 1: coast to coast. You know, I do know your name whatsoever.

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Speaker 1: I mean, we didn't call it coast to coast, but

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Speaker 1: we went to you know, nationwide with the broadcast, and

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Speaker 1: I guess as they say, the rest is history. However,

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Speaker 1: that first day, that first day that we were nationwide,

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Speaker 1: after a very successful local business, I'll give everybody a

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Speaker 1: piece of tribute if you ever go on Jeopardy, or

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Speaker 1: if you're ever in a tribute contest, this might come

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Speaker 1: in Andy. The first day of home shopping nationwide. Total

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Speaker 1: sales for five hours on the air, total sales three

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Speaker 1: hundred and fifty two dollars. No way, yeah, yeah, yeah,

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Speaker 1: three hundred. We were in shock because here we are

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Speaker 1: locally really generating hundreds of thousands of dollars a week

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Speaker 1: just locally. Now we're nationwide three hundred. But what you

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Speaker 1: have to understand that at that time nineteen eighty five,

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Speaker 1: people were not used to shopping this way. And you know,

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Speaker 1: they saw me come on the air and say, if

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Speaker 1: you call up right now, you know we'll send you.

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Speaker 1: They thought, what's the catch, what's the gimmick? And then

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Speaker 1: it group. The amazing part, Connie, of that story, and

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Speaker 1: it's true, is that within ninety days of that day

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Speaker 1: that we did three hundred and fifty two dollars, we

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Speaker 1: did a million dollars in one day, in ninety days,

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Speaker 1: within ninety days. What happened, well it you know, I'm

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Speaker 1: asked that quite often, and the answer to that question

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Speaker 1: in my mind is that we were able to develop

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Speaker 1: a relationship and they would see us every single day. Again,

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Speaker 1: they were not used to shopping this way, but when

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Speaker 1: they saw us every single day, and then when they

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Speaker 1: started to receive some products, they would call in and

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Speaker 1: give testimonials about the product, so they knew the quality

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Speaker 1: was there, it was safe to order that way, and

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Speaker 1: it just grew and grew and grew until we did

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Speaker 1: a million dollars a day. So when you say that

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Speaker 1: home shopping was truly a phenomenon, there's no doubt about it.

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Speaker 1: And it really did two things. It certainly changed the

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Speaker 1: way America shops that habit totally, but it also did

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Speaker 1: something else. It also changed the way that people market

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Speaker 1: merchandise and people sell merchandise. And over the years, I've

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Speaker 1: been able to I mean to this day, I bet

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Speaker 1: I receive one hundred and fifties or two hundred a

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Speaker 1: request every week with people with ideas for products and

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Speaker 1: people who have developed products, and they've they've been shown

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Speaker 1: how to to market it within the TV shopping industry,

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Speaker 1: and they have done extremely well, I don't know if

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Speaker 1: any of your listeners have ideas for products or maybe

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Speaker 1: they've developed products, but you never know. I mean, I

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Speaker 1: was golfing with a friend of mine this afternoon who

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Speaker 1: was a host for in fact, Tom Wise. Do you

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Speaker 1: remember Tom Wise? Yes? I remember Tom. I told him

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Speaker 1: I was going to do tonight and he said del Connie.

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Speaker 1: I said a low, oh good, you remember me? Said hey,

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Speaker 1: oh wow. But anyhow so Tom was a host for

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Speaker 1: a long period of time. Then he got into developing.

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Speaker 1: He came up with an idea and he developed a product,

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Speaker 1: and now he's doing extremely well. So you know, people

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Speaker 1: have to keep that in mind that this is a great,

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Speaker 1: great venue, uh you know, to come up with an

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Speaker 1: idea of you know, a product and everything they can

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Speaker 1: do extremely well. But I talk about that in my

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Speaker 1: book book or the audio part of the book. You

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Speaker 1: know what works and what people are looking for and

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Speaker 1: what the trends are and things about um, you know.

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Speaker 1: Ilk So but that's how it started. Isn't that amazing?

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Speaker 1: It's amazing. So I got so many questions about it,

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Speaker 1: because come on, there's just so many questions this First

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Speaker 1: of all, what h remember, where did this fit? In

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Speaker 1: remember like Swap TV and auctions on TV where they

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Speaker 1: would actually be on the blackboard and chalk. Yeah, where

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Speaker 1: the guy used to spin around on the auction he

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Speaker 1: used to say, you know, he would go through the

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Speaker 1: auctioneer type of presentation, then he would spin around everything.

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Speaker 1: It's interesting. Remember we went nationwide in nineteen eighty five,

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Speaker 1: and we were the only one at that time. GBC

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Speaker 1: came on in nineteen eighty six, but during the eighties

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Speaker 1: there were twenty eight other companies trying to do this

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Speaker 1: same thing. And and you know that one of the

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Speaker 1: keys to succeeding is to have distribution. It's like any business, right,

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Speaker 1: anybody who's in business, you got to have two key

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Speaker 1: elements that I've always identified as D and p D.

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Speaker 1: And p D is distribution. In other words, you've got

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Speaker 1: to be in front of the right people with whatever

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Speaker 1: it is you have. And then you have to have

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Speaker 1: the p which is the presentation, the pitch, the message.

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Speaker 1: You have to two things have to be correct in

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Speaker 1: order to succeed. So all these other companies that were

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Speaker 1: trying to do the same thing, they didn't have the distribution,

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Speaker 1: because we did. And that's what made all the difference.

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Speaker 1: But the Auction Show was one of those shows that

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Speaker 1: they came on during Yeah, yeah, I remember just when

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Speaker 1: when Uh yeah, I remember my parents always watching this.

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Speaker 1: It was local. It was like the public stations would

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Speaker 1: hold these auctions or swaps whatever, right and it would

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Speaker 1: be on the chalkboard and they're literally swapping and stuff.

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Speaker 1: That was and it was fun. It was live, it

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Speaker 1: was fun to watch. It was exciting and look what

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Speaker 1: all this stuff turns into. That's just amazing, amazing stuff.

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Speaker 1: So this is something I remember how I you know,

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Speaker 1: it's amazing to be a part of that phenomenon. You

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Speaker 1: you started it. You know, I got to be a

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Speaker 1: part of it, working at HSN, working at QBC, working

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Speaker 1: in infomercials and being a part of all of that. Now,

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Speaker 1: you did a phenomenal job yourself. I mean you were

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Speaker 1: always so very, very good and well liked. Well, that's

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Speaker 1: sweet of you getting I won't stop you keep going now.

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Speaker 1: I'm just kidding, but I appreciate that that that means

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Speaker 1: a lot coming from you, It really does. I thank

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Speaker 1: you for that. I remember the very beginning, it was

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Speaker 1: more of brand new product ideas that normal regular people

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Speaker 1: had and they would go on, and we would pitch

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Speaker 1: them and have a great time doing all of that

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Speaker 1: kind of thing. Especially, I loved that new inventors would

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Speaker 1: come in with things. But then and by the way,

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Speaker 1: people would would sometimes laugh at like, oh, you know,

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Speaker 1: they would think it was not something special and low class.

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Speaker 1: And those people still need to have you know, they

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Speaker 1: need to wake up to the world, because all of

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Speaker 1: a sudden, all the brand names learned how much money

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Speaker 1: was being made, and every brand name wanted to come

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Speaker 1: in on the network. I mean, you know, I know

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Speaker 1: people would even last laugh with Susanne Summers doing the Thighmaster.

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Speaker 1: Are you kidding? She laughed all the way to the

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Speaker 1: bank herself. Right, you know what I'm talking about many

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Speaker 1: many had her own studio, right. I mean, it's because

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Speaker 1: some of the brand names they were having some challenges

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Speaker 1: in brick and mortar and they saw this thing called

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Speaker 1: TV shopping and they wondered what it was. And that's

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Speaker 1: how I really started my training program that I had

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Speaker 1: at that time to teach people how to how to

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Speaker 1: present their product effectively on camera. And uh yeah, So

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Speaker 1: I mean that's and today, Connie, it's really still it's

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Speaker 1: a mix. It's a mix of brand names, but still entrepreneurial.

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Speaker 1: Still you know, the the inventor. It's important, that's important. Guarantee.

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Speaker 1: I guarantee there are people listening right now that if

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Speaker 1: they don't have a product, I guarantee they have an

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Speaker 1: idea that would work and could change their lives. I

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Speaker 1: guarantee it. I mean, I see, I've seen it so

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Speaker 1: many times. Yeah, so many times. I just love it

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Speaker 1: because you sound like just when you're on the air,

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Speaker 1: so you guys, this is him, This is just this

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Speaker 1: Bob Naturally he just gets excited and passionate and and

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Speaker 1: he is the model of everybody else along the way.

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Speaker 1: So yeah, I just I love when people come in

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Speaker 1: with the brand new types of things and then they

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Speaker 1: become this you know, multi billionaire or whatever they come

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Speaker 1: you know, did they just start doing? Well, what did

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Speaker 1: Tom Wise come up with? What was his? What was his?

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Speaker 1: He is designed a product called the carry cart. The

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Speaker 1: carry cart is this cart that does about ninety different things.

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Speaker 1: It folds it, it does everything into different designs, different

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Speaker 1: shapes that you can transport things. And it's so demonstrable,

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Speaker 1: and it's so I have a whole program. I have

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Speaker 1: like eight questions of you know, when when I look

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Speaker 1: at a new product and I want to make sure

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Speaker 1: it's answering yes to those questions in order to qualify.

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Speaker 1: And when I when I evaluate products or ideas for people,

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Speaker 1: I go through the whole gamut. I mean, I I

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Speaker 1: can kind of tell after this many years, you know

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Speaker 1: what needs to be done. But anyhow, so Tom came

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Speaker 1: up with this and he calls it the carry cart,

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Speaker 1: and that's what a K carry cart. And it has

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Speaker 1: done extremely well on the air. I'm so happy for

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Speaker 1: him too, you know, for him, it was when I

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Speaker 1: was when I was first there, he was the one,

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Speaker 1: if I remember correctly, he was the like the first

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Speaker 1: person to start pitching the roomba yeah yeah, the automatic cleaner,

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Speaker 1: yeah yeah, the vacuum cleaner that run around. Yeah, we

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Speaker 1: were seeing at first, and now it's on it's all

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Speaker 1: over the place. Well, it's it's a great great the vacuum.

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Speaker 1: It's a great product. It scares me a little bit

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Speaker 1: sometimes if I have one, and when it starts running,

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Speaker 1: it almost looks like it's alive, but it doesn't. Great job,

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Speaker 1: great job. Oh. There's lots of videos out there, little

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Speaker 1: viral videos with cats on top of them writing them

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Speaker 1: around everything, you know exactly. Oh, I've seen I've seen

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Speaker 1: lots of products over the years. You can imagine, you know,

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Speaker 1: and and and you know, not to go back to

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Speaker 1: the book again. But in the book, I really tell

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Speaker 1: the stories, you know, how it all started, and I'm

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Speaker 1: able to go deeper into stories about celebrities and and uh,

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Speaker 1: just the little nuances and and things that have worked

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Speaker 1: over the years. So you got a chapter of me

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Speaker 1: in there, right, there's a little chapter of me and

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Speaker 1: you in there. All we have pictures. Oh, okay, that

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Speaker 1: would be in the second fuck the second fuck. There

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Speaker 1: you go, that's right now. You called the book life's

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Speaker 1: a pitch. And I got to say that. I remember

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Speaker 1: years ago somebody that used to say that all the time.

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Speaker 1: Do you know I'm talking about maybe Billy, Billy Mays, Yeah,

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Speaker 1: Billy May. Yeah, I was your relationship with Billy. Oh,

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Speaker 1: Billy was a good good friend, good guy. He's a

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Speaker 1: good guy. He was a good guy. Oh guy, And

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Speaker 1: just I was so happy to call him my friend.

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Speaker 1: And yeah, and it was very close to Billy, and

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Speaker 1: it was so sad when he when he passed. But

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Speaker 1: but just a super super guy and a hard worker. Yeah,

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Speaker 1: you know, everybody would see him on camera and think,

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Speaker 1: well he just you know, talks. Oh no, he works

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Speaker 1: so hard and he was just just a great, great guy.

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Speaker 1: But his wife is a pitch. And that's basically what

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Speaker 1: it is. You know, this thing about selling, and every

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Speaker 1: day we all sell something to somebody at some time,

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Speaker 1: and and people get hung up on that word sell

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Speaker 1: because it has a connotation of, you know, getting somebody

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Speaker 1: to do something that they don't want to do, and

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Speaker 1: that's not what selling is. Selling is selling is helping.

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Speaker 1: I tell people because people come to me all the

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Speaker 1: time they say, well, how can I sell more of

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Speaker 1: what I have? And my answer is always, if you

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Speaker 1: want to sell more, stop selling and helping others with

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Speaker 1: what you have. But selling, you know, it weaves through

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Speaker 1: the fabric of our everyday lives because it could just

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Speaker 1: be an idea or a feeling or a thought that

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Speaker 1: you have and you're trying to convince the other person

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Speaker 1: because you really believe in what you're saying. That's selling.

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Speaker 1: So you can't get hung up on that word. It's

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Speaker 1: because that's the secret about me. The secret about me

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Speaker 1: is I hate to sell. I despise selling. And people say, well,

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Speaker 1: how could that be? I mean, you've generated over six

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Speaker 1: billion dollars in merchandise sales over all these years and

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Speaker 1: now you hate to sell and I despise it. It's

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Speaker 1: it's all about helping. It's all about knowing what to say,

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Speaker 1: how to say, when to say it. And it's not

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Speaker 1: just about products. It could be a service that you offer.

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Speaker 1: It could be an opportunit tunity that you want to share.

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Speaker 1: It could be an idea. It could be a belief

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Speaker 1: that you have that others aren't agreeing with you, and

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Speaker 1: there is a way that you can, you know, convince them,

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Speaker 1: not against their will, but to benefit them. And it's

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Speaker 1: really something that I've devoted my life to because if

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Speaker 1: you know how to you know. And I use the

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Speaker 1: word sell because I just haven't come up with another

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Speaker 1: word for it in all these years. However, in Sweden, Connie,

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Speaker 1: the word sell zig is the word for selling it,

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Speaker 1: but it means to serve, to serve, that's what to serve.

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Speaker 1: Listen to more Coast to Coast am every weeknight at

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Speaker 1: one am Eastern and go to Coast to Coast am

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Speaker 1: dot com for more