my name is mike, i'm in product development at comcast. we're working to make things simple, easy and awesome. good morning, everybody. coming up on msmsnbc's "your business," these military started a coffee business. shop local means eat local. a virginia-based group of grocery stores, restaurants, and farmers work together to grow the local food scene. and the creator of a face mask beauty prbusiness meets up with our shop i finers. that's all coming up next on "your business." hi, there, everyone. i'm jchlt j. r.j. ramberg, and o "your business." we wanted to go visit black rifle coffee, two veterans who hire other veterans. they help others adjust to new life out of the military. >> what did flying an f-15, how does that translate into the civilian world? i didn't know at the time. >> amanda higgins had no idea where she would land outside of the air force. >> it with us very challenging and i would say looking back, there was a lot of anxiety. >> a former combat who saw war over iraq and afghanistan, never thought she would see her future at a coffee shop. neither did john kroft. >> i had a pride of belonging, and missing my comrades was what it was. when you transition oultd of the military, there's no safety net. >> they're the owners of the black rifle coffee company and they understand the challenges that people like amanda and john face because they've been in their shoes. >> there's been such a stigma around guys who have carried a gun around their whole life, women as well. society has painted a picture we're broken once we get out of the service. >> that's why they were committed to hiring veterans. >> the mission of black rifle coffee is to give veterans a place where they can culturally simulate, feel a ku tur of working, and the opportunity to have the same level of love for freedom as i do. >> matt, a former ranger, knows the struggles all too well. he went through some dark times trying to find his place in the world. >> there was such a change in my life and i was at a loss. i didn't know how to assimilate in life. i quit my job and moved back in with my dog, who's a huge ego check for me. >> and his friend's love for coffee and willing enough to share with others overseas helped bring it to life. >> was roasting coffee on the back of my truck and i had my service rifle sitting next to it. i paired the two, black rifle coffee company. >> they're an asset to every company. >> everybody wants to support veterans until it's time to support veterans. we're not here to blow air. >> the truth is americans can't believe what it's like to be on the front lines. >> people underestimate the effects of long-term warfare. it's tough to assimilate yourself where you're doing the most politically inaccurate thing of mankind. >> which plays into the company today. it has a work force of about 70% veterans and first responders. >> it's a true mixing pot of people that have served america that really love america and they've put their butts on the line to prove it. >> men and women work at roasting facilities in salt lake city, utah, and in tennessee, where they grind beans to black and customers. >> how do we create more jobs for veterans? the veteran is hire veterans. nobody is shy about their opinions. >> we're irreverent. we're a group of politically incorrect. some would say we're a bit of knuckle dragger culture. we're very much a blue collar company that prides itself on hard work. >> it's a cultural environment that accepted who they are and what contributions they can make without judgment. these men and women have been together figuratively all along. >> you speak in a specific kaydance and a specific way. so when you're bulling into a company where the majority of the people speak the same language, it makes it really easy to have a conductive conversation. >> the employees are comfortable talking about almost everything. >> we have conversations about ptsd and war probably every week that would make other companies call their h.r. departments. it's not something that's this dark story you have to bottle down and never talk about. it's like let's be open and transparent. >> evan and matt love telling people about their culture. they're not only irreverent, but they're key with their customers. >> we're hypertransparent with our customer. for better or worse. we're pro-american, pro-constitution. >> look into like the science of splicing animals together, like i think our method of dealing with afghanistan -- >> this is human dog again, isn't it? >> no. no, no. >> the home they've created fir their team at work is similar to the fans online. >> within a minute there will be 50 comments, here's my cellphone number. call me. we'll have a beer over the phone and just laugh. >> black rifle is paying it forward. >> in business, for instance, you're trying to create an ecosystem of like-minded people who are all mission-oriented. >> what i care about they're making a mission out of military service and transitioning it into something that they love. if we can't hire them, give another veteran the skills and love they can to start their own business so they can make their own business. >> they remain focused on coffee and culture. for them life goes on. >> it's nice to glance back and see what people have been inspired to create here at black rifle. we're workaholics who are going to keep grinding it out and not slow down. >> small business saturday is almost here, and the shop local move millionaire this year is stronger than ever. it is even impacting the way we eat. we recently visited richmond, virginia, a place where people are changing how they think about food. it's having an impact on restaurants, breweries, farmers markets, and consumers, ♪ . when sally schwitters decided to start bicycle farm, she look right here in the heart of the capital. >> there's so many than are the populations. it's a more vibrant place to be, and as consumers, consumers are wants to know where the food's come from and who's growing itting. >> for eight years she's is up policed food to grocery stores and res straenltds. tricycle farms is part of an ee coke business helping the consumer all shopping a local growth movement. susan dav enporltd turns to local farmers to provide help. >> the restaurants are great because they're fwrd -- trying new things. so far everyone seems to be very happy. >> we started off with the kitchen as one of our biggest clienls for sure. they've been wonderful to us. being able to talk to them, it's been wonderful coming out and saying, hey, they'll come out here and ask us what are we growing, how are we growing. they want to sum portd a local business with us. these guys are nice, they have a long history in the restaurant business, and they understand the flexibility we need and they understand the flexibility we need. it's been positive, and i think we have a great relationship. >> a relationship they want to replicate. they're dedicated to building a sus steynable and local food system throughout richmond. they planned a show to show off what richmond is part it. >> the biggest mission we're trying to convey to people is to connect with food, to learn where it's come from, where it's grown, how it's grown, the difficulties in growing local foods. >> this is my third one, so i heard about it along the way. it's a great opportunity to go on some farms. >> so is richmond's mayor. >> people are coming back and purchasing green space in the middle of the city. they can see something that's growing one minute but it can be on their plate a few days, a few months later. that's the beauty urban agriculture, that it can be done locally and use and consumed right in the city where it's grown. >> they hope it inspires them to think of food in a new way and inspire them. sally is dogged about getting people to remanagic food and enrich minute. >> it's going to be great to have people out to the farm, show people what i'm doing, how it's really close to the market here, get people to see what i'm doing. >> real local rva provide ongoing support for people like the lake side. occasionally one of these little venn tors will end up with a shock of their own. >> we've seen new growth in the local businesses app that makes us feel good. it's all interconnected, and that's what goirl was, a md we're being fulfilled. >> you see them supporting them. >> i think everybody appreciates and understands. making sure we're purchasing locally also reduces our carbon footprint, so it's really important to support each other within the region. >> it's been amazing. i think people really resonate with our message. i think as sort of the larger sort of chain of the movement is growing. i think people are inspired by it, and they seem connected by it. >> cheers. for today's elevator pitch, we partners with shopifier. they work with more than 6,000 merchants, and today's elevator pitch gets something amazing. number one, they get a membership. number two, they get placement in one of the shopify stores across the united states. as you can see, we're out of our own studio today. we're at the doek shopping center. >> tanese watson, it's so nice to meet you. you came from far away. >> from wisconsin. >> thyour product is? >> a face mask. >> this is your side job. how slong you been doing it? >> three months. >> this is it. i'm all in. >> you need to do a good job you're doing great. >> thank you. >> liam finkelstein, the second, cheryl. she was where you are right now. had an idea, started a product and grew that company so these going to be you hopefully. >> yes, it will be. >> let's go see. >> okay. sounds good. >> hi. most women struggle with skincare issues. the average u.s. woman using about 12 personal care product as day contained over is168 che cass. our spur lie -- spirulina clay is great at detoxifying. a little goes a long way. i'll show you. you put it on like this and it dross all the toxins you have in your face and it will cause you to have a super healthy glow. you can buy it at wal-mart.com and at our website. i think this would be great for shopify. >> nice job. this is the one i really love, the bob scrub. guyen. >> obviously a lot of products on the market. is the differentiator for you the spirulina? >> yes. there are no spirulina spa markets today. we mix two in one and created a formulation for it. >> where do you make this stuff? >> we create with a comaker. right now it's sitting on me and i'll wipe it off and you can see the done. who is your customer? >> women age 24/to 45, vegans, vegetarians, people into healthy living as well. thank you. go deliberate. how many products do you have? >> ten in total from facials to soaps, body butters. or did you have a background in this j i struggle with skinnishes myself. i didn't find anything on the market for me. after doing research i found the products i was using contained harmful chemicals. >> can i breing them in? the answer is yes. i'm so excited for you. >> congratulations. great business. one thing i was thinking about, spirulina is used as a hangover remedy. how can you become someone who uses it. you're the only scrub who has that. so i think you could lean forward on the spirulina trend but become the thought loader. >> i think it's surprising you say shockingly. >> i would become part of the health and wellness community. there's so many bloggers in that world and having women show their before-and-after pictures and impact women's lives. >> thank you, guys. >> the beauty is it doesn't last long. >> thank you, guys. i truly appreciate it. >> congratulations. >> i'm excited for you. our next guest has an incredible story. he dropped out of school in ninth grade. he went to prison rngs when he was 23. then at 39 hes go out, was homeless, and got a job. he became part of the ink 5 t,0 and he's here to tell us how to do sales. no one knows better. his new book is called "consistency selling: powerful sales result, every lease every taupe. especially after you've had this crazy lifetime of everything else. i have to imagine your years from 19 to 39 helped influence things and how you built this very successful company. >> yes. one thing we have learned is our emotional the brightest bulb in the shelter but it's about reading people and in sales in particular. >> give me tips. you got out there hadn't worked in a very long time, because you'd been in prison. >> right. >> you get into this air conditioning and heating company, and did well. well enough to then start your own company? >> first month in sales, sold $149,000 of air conditioners, made about $13,000 in sales, that was it for me and it saved my life. gave me an opportunity to build a productive life, prosperity, i wasn't going to get given my background and lack of experience. >> what did you do? how were you so good right away? >> when i started selling i was amazed how many well-intentioned good and decent people say they would call you back and never do it. living in a homeless shelter, had a 10-year-old and needed a job and to get him and didn't have the luxury waiting or a call tuesday that wasn't going to come. there's no santa claus and tooth fairy and tuesday's never going to come. in other words, the customer's not calling you back. we have to do everything in our power to get our customer to make a yes or no decision with us with me in front of them. a perfectly acceptable issue. not high pressure. high service. removing obstacles. if i can get you to make a decision about our company i have a much better chance you saying yes. people want to say no by not returning phone calls or e-mails. >> it's about getting face-to-face? >> or on the telephone. key thing, telesales these days, a big part of business and commerce, but we need people to make a decision with us while interacting. not on a proposal we send through the mail or via e-mail. be engaged in the conversation when they make that final decision. >> how do you do that? >> i call it the sales hallway. picture a hallway, sales professional such as myself and the customer walking down the hallway. trying to get to the end of the hallway, behind the deal is the trust. what happens, prospects want information about your company, warrants, mostly your price and then escape out of one of those doors. right? they want to do the natural thing, which is postpone the purchasing decision. spending money hurts us emotionally. a lot of science behind that. they set little trap doors. i want to think about it. call me back next week. got to talk to my husband, my wife, my priest, whatever it. anything to postpone decision-making. the key deal with those proactively so when you get to the end of the hallw waway you' already thought about it. >> thank you. i got it. we're in the middle of the third season of the podcast "been there built that." i talk about the highs and lows of running a business. this week we talk to the ceo of zillow a smart and interesting guy to talk to. we spoke at length about the importance of transparency in the culture and how view things interesting and compensation, and then the money will follow. if you listen to it legion comments. we love hearing what you think. check it out. it's called "been there built that" find it wherever you get your podcasts. when we come back, is the subscription-based business model played out? plus more great tips how to attract customers on small business saturday. the community doesn't just have small businesses, it is small businesses. and that's why american express founded small business saturday. so, this year let's all get up, get out and shop small on november 24th. i got croissant. small business saturday. a small way to make a big difference. with everything nowadays coming with a subscription from dog food to diapers to everything that you can possibly imagine, do you ever see or has anyone predicted at any time potential sup description fatigue? >> i would say that wouldn't be a general fatigue about subscriptions, but i think the field will be sorted out, ba there are things where subscriptions make sense and others where it doesn't so much. if you think retail and ecommerce, i would rather push a button to replenish whatever is ordered and i don't want to commit up front. small business saturday is coming up quickly and that is really the kickoff to the holiday shopping season. i'd like to spend time this time of year to talk about, if you are a small business, how do you get people through your door and doing their holiday shopping with you? what better person to ask than matt shea, the ceo of the national retail federation. good to see you. >> nice to see you, j.j. thanks for being here. >> i'm happy to pick your brain on this, because it is the big question. right? i have a business. i have great things tore people to buy. how do i get them to buy their gifts from me instead of some big box retailer? >> if i knew the perfect answer weeped be in my store doing this very thing. i think for all retailers and especially for small businesses, independent retailers and in communities across the country, the opportunity is create a unique experience. whether working with suppliers and vendors to have unique products or locally sourced products, whether working with other small businesses in the community to create unique events or experiences, a whole range of things, but what we've seen over the last couple years is small businesses are finding ways to be successful. even in the age of the really big online giants, small businesses are growing, and connecting with customers. that's a really reassuring thing for all of us. >> i like you mentioned working with other businesses in your area. i've seen great examples, maybe a bunch of businesses do almost like a pub crawl, from business to business, or share promotions, buy something here, get a discount here? >> yeah. the thing that small businesses have, independent businesses in local communities have as a real advantage, every retailer want to play a role in the local community to one extent or another, but independent businesses really have an occupied position like no one else, because they're very tied to the schools, to the local charities, to other social and civic organizations, to the local chambers of commerce. a whole range of ways in which i think they share interests, and they share expectations about outcomes and working together by creating an event, creating a special night, by creating special themes around certain times of the year especially during the holiday season, those are all advantages and that collective power, collective engagement is something that can't be replicated by anyone else and something they share with one another and i think that will engage consumers and bring them out this year. >> is it worth it for small businesses to have some messaging around, you shop here, this helps your community? or when people are out shopping they think, i don't actually care. i jut need to go get a gift for grandma? >> certainly that latter parse is true. the data and survey work we've seen demonstrates the local message resonates. people care are conscious of it, aware, sensitive to it and want to be engaged locally, support local businesses. i think making that a point when you engage with customers encouraging them to support the small, local business, because we employ people in this community. we're a family-owned business. 98% of small businesses in the retail industry in the u.s. have 50 or fewer employees. 95% only have one location. so emphasizing that uniqueness, emphasizing the commitment. >> we're the ones who support of local baseball team and the ones -- >> little league teams, fire department. school board. all of those things are great ways to engage the community and tell a story. that's what this saul about. storytelling anden gau engageme >> and you are here to talk about shopping small on small business saturday. >> thank you. this week's selfie comes from tamarac, florida. owner and creator of perfume using cristings in the bottles of her fragrances. see them in the picture. a big fan of the show and we wish her a lot of luck with her business. thank you so much for joining us. e were love hearing from you. if you have questions or comments or just want to say, hi, send an e-mail to [email protected]. check out other website. we put up everything from today's show plus a whole lot more for you. and don't forget to connect with us on our digital and social media platforms, too. one last thing. check out the podcast called been there, built that, in the middle of our third season and download it free from tunein or wherever you get your podcasts. tune in next tyime. i'm j.j. ramberg, and remember, we make your business our business. >> announcer: sponsored by --