. hi there everyone. welcome to your beings. they are the unsung heroes of the retail business. the buyers whose eye into relationships are the key to making sure you have the right products to sell. we wanted to foe what a good buyer looks like, so we headed to a boutique to meet jimmy webb, the man behind all the leather and leopard skin. >> your biggest selling jacks right now? the played is on top. >> the yellow. >> good. >> it's amazing. but this jacket i made, killing it, current. gothic. rock 'n' roll. >> meet ray goodman and jimmy

webb of fork city's punk clothing boutique trash in vaudeville. >> this non-stop boys and girls version, fawn stop. >> ray's the owner. he bought the business if 1975, renamed it trash in vaudeville and since then has cultivated it's ultrahip rockstar loving identity. >> i guess i have always been into clotheling, fashion and rock 'n' roll and it was a way to put the together together i guess. >> jimmy is the store's key buyer, primary salesman and football one spokesman for everything that makes trash in vaudeville trash in vaudeville. >> it's leopard. it's the white motorcycle jacket. it's red played. and it's a silver star and it's something wash dirty. it's a stud and it's the lightning bolt. it's sex miss to hims pink and green and it's a leather jacket.

when you put it on, zip it up, unzip it, it's how you feel. >> reporter: when it comes to picking merchandise like this jimmy is a punk fashion genius. you want to see my favorite that into? i need more compassion, more understanding, for forgiveness, i need nor leather pads. >> he knows his customers the stars and the fans and maybe even more than important than that, you might say he's his own best customer. and that gives him a huge edge as a buyer. >> can you tell me what the top five things are, i probably will not buy them. i want to stay ahead of the top five things. i want to add to the future, not be stuck. >> trash in vaudeville is a bit unique in its merchandise mix and in what we sell here, what works for a lot of people doesn't work for us, what works for us doesn't work for a lot of other people. >> puerto ricantally, ray and jimmy took off for new york city as to attend a fashion weekend showcase called magic.

in las vegas. they hit the convention floor in search-of-new midz. >> no, no, no, we have so many shots. we don't need that. no prestudded. no, no, no, not for men's. so rock f roll. so styly, it's so urban. it's so girl. it's so guys, it's good. >> this is bleeping beautiful. how much is this? $300? oh. this is good. this is really good. >> i don't know. >> it's very jimmy. >> yes, it is. >> good. >> you foe what i pine? it's beautiful. it's just not us. >> jimmy is the lifestyle. he can relate to a 17-year-old kid or a 60-year-old guy. it doesn't make a difference. >> don king, sales rep for new jersey based shot leather company says his relationship with most customers is not typical of post-buyers. that's what makes him so good on

his job. >> he's the guy at the front of the line a. lot of buyers are sitting behind the desk, they're not as intimate or passion about what their customers specifically are looking for. >> there is something about me being with ray. there is a pajic between us. we know we can look at a leopard towing and say that's the right one. we can look at a big fur, you just know. can you put on a big hat or a little gentleman's hat. i don't even wear hats. i'll put on a hat to buy a hat. >> sometimes jimny and i agree on something, it's you fam from the get-go. other times it taims takes convincing from one to the other. i listen to his argument why it might not be right. then we make a sort of a decision, you know, whether or not to buy it. jimmy has been such an important part for this store because of his styling and hisables and combination of that and personality and his street smarts and it was a match made in heaven, really.

>> oh my god, you will make me cry happy tears. and i love what i do. i really, really love what i do. i made people happy. i find out what's inside them and i bring it on out. i find that hidden color every day and if i were ever in that office looking at numbers, i would miss the magic of truly what makes that number. you foe. and i just want to make people happy and i just want to make dreams come true and truly, that's what i'm known for. that's what i do every day. >> trash in vaudeville is clearly a unique enterprise, what should more retail businesses be looking for in a buyer. vanessa king the keefe retail buyer, a company that helps entrepreneurs get their stuff inside the door. she runs retail path. she used to be a buyer at

target. david scott is a ladying strategist, a blogger and best selling author, his book "the few rules of marketing & pr" is now in its fourth edition and chris young, she sold her company of way fair, where she is now the executive creative director. good to see you guys. >> great to be here. >> one thing for anyone that didn't notice in the opening of this show the shoes i was weaker, the heels were guns. jimmy webb found my inner color. >> i hope you get to keep them. >> i would have fallen down. i could barely walk across the store. i did keep the tee-shirt, though the sex pistol tee-shirt. have a necessary sars, i want to work with you, you have spent so much time in this zrichl jimmy is clearly unique. he has a passion unmatched. he really gets his customer. is that what you need to be looking for in a buyer. i have to imagine that's hard to find. >> it's great to have someone who is passionate about the industry and what they do.

but i would argue, i could be a double edged sword. you want someone who is knowledgeable but who can separate their own opinions and feelings from the business decisions. at the end of the day, you where making smart decisions to run or drive your profitability. if you can't remain objective, that can be hard sometimes. >> you are shaking your head. >> i also think that i think jimmy is wonderful. he's are a character personality. it's also not necessarily scalable. right? you got one store, one buyer. he's on the floor, he's passion fat. he's involved. if they want to rule out 50 trash in vaudevilles, it would be a lot. it would be difficult. it wouldn't be scalable. >> is a buyers job more about numbers than instijt? >> it's interesting for me bag little of a punk, myself, punk, leathers going on. >> you seem crazy over there. >> but what's interesting is that if you think about it from personas, the idea that there is different times of people that you can buy for, there is the

total punk roker, the young person and someone a little older like me, you know, i did the clash concert, sex pistol concerts in the '70s and ''80s, you know, being able to understand personas is israeli, really important. so that's what i would look for in a buyer. someone who can understand the different times of people that might come into a store. >> i also want somebody who understands the numbers as well as the essential, the brand, the feeling, the vibe. so i think, a perfect combination would be jimmy with a little bit of footballs. >> i would agree, being a buyer is part art and part science. >> it is. >> you can learn the science if school. but the art comes from first hand experience. as a buyer, you are the expert if your business on the customer on your competition, on the category, which is the industry. so, you know, i agree, you have to be a real expert and know these things and get deep into who the customer is to be a good

buyer. >> vanessa, if possible, does it help to understand the customer? >> i think if they want to be a student of the customer. it's not so important you be a examiner, you know how to understand their attitudes, behaviors, what drives them to purchase. that's what's really important at the end of the day. >> is it important to the sit in focus groups or be on the floor? >> on the market? >> i think they are passionate about the brand, they experience, they're vying for. i think the passion is gone, it comes only in numbers, i think from a business perspective, that's when you start to see problems. >> the other thing that's important is to get beyond existing customers. try to have a conversation with people who are potential customers. because if you are only speaking with existing customers, then you get a sort of a jaded view, not jaded, customers are fantastic. you should always talk to them.

to build new business, find the person who has never been to the store before. find out what their problems, are what they're looking for, see if you need to tweak it to someone who has not? >> that's where jimmy was great. he makes everyone if there feel like. i can walk in there looking like this, he would make me feel like you belong like everyone else does. thank you for all your insight on this. >> here at msnbc. we work across the street from sax fifth avenue. which takes their displays seriously. around the holidays, you can hardly walk over there. there is a line around the block to look at them. every retailer should take a page out of their book. having a good presentation can mean the difference between someone walking in or by your store. so today we go to part land, oregon, to do simple tricks of the trade to make your window display stand out. >> i think that our windows just

bring people into our store because they wonder what is in that store? >>. >> she is the owner of tilde, a small gift boutique in portland, oregon. debbie and her assistant joanna jackson put a lot of effort into their window displays, they have a reason. >> we want to stop someone who is walking by or driving by and turn around to come in here. they turn around the come in here and we got them. >> how are you doing? >> good. look at our new windows. >> i am loving it. >> at tilde, debbie hamada and joanne, her assistant, have done really fun things with very small amounts of merchandise. >> i love how if you added that little dangley necklace on the antlers. it's just fun. it sort of carries the colors across. >> linda is not just a neighbor

and a customer, she's also a professional store design consultant. who specializes in window displays and visual merchandises. >> i always drive really slowly past your store and then if it's a few window, i stop and take pictures. >> linda, whose clients have ranked from big national canes ooix like sax fifth avenue to local boutiques says window displays are key to attracting and keeping customer's interest. >> a lot of retailers think, oh, i will put this sweater in the window, it's going to sell. where in reality, you are selling the image of the store. >> linda says store windows can do much more than sell particular products. they really should be used to give the store its identity, no matter what the business him bought customers pay so much attention to what's in the windowles, retailers need to be very careful you they set up tear displays. for example, linda said, luxury items and affordable items must be displayed very differently or

they'll confuse the customers. >> when have you very, pensive merchandise and you cram it altogether, it looks cheap. essentially, price equals space. >> take shoe stores. >> if you have a $1500 pair of shoes and you cram it next to other $500 pair of shoes, you might as well just be a discount store. but if you give those shoes their own space and you honor them with space, then they lock like what they're worth. >> today, debbie and joanna are putting together a new display. they didn't put many products in the window, but they decided to fee cure one item. a very popular handbag. >> it's a kylie back. a lot of people come in just for those backs. so we like this get colors and shapes. >> the rest of the display is mostly color. colorful paint. colorful paper and colorful fun things to lock at. while it may not be surprising that color gets attention, many of us may not by a ware that

people react differently to different colors. >> every color has its own meaning and it's really interesting how colors influence us on so many levels. >> so if you are using color to help give your story its identity, linda says, choose wisely. >> actually, it's the color of optimism. when you look at yellow, it releases seratonin in your brain and makes you feel more upbeat and happier. blue is considered one of the post-favorite colors in the world. if you think of any of the bic corporations in the united states, a good portion of them have blue logos because it's also the color of authority, communication and trust. red vibrates at a different intensity. it vibrates much more quickly than any other color. so if you mix heat, it stimulates us in a very quick way to eat more, buy more, do everything more quickly. >> of course, chancellor only one element. >> i love the use of the old

suitcases and the clocks show up really nicely. there is a nice flow and line that happens here. this is really charming. >> carl's barber shop. what a great name. even the type is fun. who seeles it? there is so much stuff on the window. perfect display. they're known for their delicious breads. they're front and center. they've done a very nice job in displaying them. >> does it need to be expensive to do this? lynn the and debbie say no. you j you need to be thoughtful and be willing to roll up your sleeves. >> it is not expensive to make windows for us. >> it's not expensive at all. it's a little time intensive. >> by now, you probably have a facebook page up an running for your business, but having a presence isn't the ends all. you foe our five easy ways to get more facebook fans courtesy of top rank blog doing one, look

attractive. use an engaging profile picture and create a well designed cover photo that fits your brand, set your custom ur lrks put a rich copy on yourant page. two, develop your contact plan, post-on a regular basis at least two to five times daily, encourage frequent sharing, add new content straight on the page and tack users with their facebook page name. three, add a light box on your website for additional inbound traffic. four, actively par tis pit. comment on posts and complimentary pages using your company's user name. spend at least five to ten minutes per week on community management and five, run a contest. providers like offer pop, woobox and short stack offer contesting services via facebook. when we come back, we answer your small business questions on building a website and bringing in middle manage:and how to score with three important things you need to foe about

writing up your business plan. if i can impart one lesson to a new business owner, it would be one thing i've learned is my philosophy is real simple american express open forum is an on-line community, that helps our members connect and share ideas to make smart business decisions. if you mess up, fess up. be your partners best partner. we built it for our members, but it's open for everyone. there's not one way to do something. no details too small. american express open forum. this is what membership is. this is what membership does. . when it was just me in many 95,

we would listen to people and act on what people were telling us they needed and wanting rather than deciding what people might need and doing that. the idea is always to listen, to act on what makes sense and to listen some more. >> it's time now to answer some of your business questions. david and christiania are with us once again. the first one is about stail scaleing your business and hiring more employees. >> i would like to know when is the time to bring in middle management? right now our organization is structured where it's myself and another vp and the rest are mainly general staff? >> you had to do this. you headed your company right out of college. >> it was me by myself. i think when you get to the point where you can't do everything anymore and you want for the hire into your weaknesses, for me, there were varies areas i wasn't probably the best person to be doing the job. that's within i brought in middle manage:to support my strengths and weaknesses, then

to start to focus what people's jobs were. everyone is a generalist in the beginning. you have to put if layers where people are doing specific tasks. >> the other thing to make sure that it is not just middle management. that everyone is doing real work. everyone is out in the marketplace. i've seen companies that have had trouble when they bring in a layer and all those people do is manage others. >> you have to be careful about where you are getting them from. >> they not be used to doing some thengs. >> putting out the garbage may not be in their job description. >> okay let's move on.

>> i'm a big believe of tapping a social network. ask your friends who do you use? >> if something comes in recommended from a friend. well okay. somebody i think i can trust. a starting point. >> do you suggest doing something like that? >> i would hire somebody to do it. i love to do the research. >> getting a website program can be done anywhere anytime. >> it is reasonably priced and does all those things and they

can be doing media. >> and do you have a relationship with them? how does it work when you want to change things. >> this. >> all right. >> here is a question about p loc localization. >> how do we develop localization with the companies that we are doing work with? >> do you get people on the ground with that's countries. >> in the biggest companies they make is that they translate. finding somebody on the ground and having them do the work is more important. >> trying to be everything for everybody. do you find partners or employees. it is probably the best of more

effective. i agree. it is cultural and it gets lost in translation. it is hard to coalce people if they haven't done it. >> and then the same thing for social mead kwa. finding somebody to do the social media. making the content creative. >> david thank you for coming to be with us. >> thank you. >> and if any of you out there if your own question head to our own website. hit the ask the show link to submit a question to the pen al. the address is your business@ m

business@msnbc.com. >> the service minds twitter for people who are talking about you and need your stuff. a lot of people hear the words of business plan and get intimidated by the idea of writing one. does it have to be 100 pages long. it can be your blueprint for going forward. hal shelton is a mentor for score. he's also an angel investor and

author of the book the secrets to writing a successful buzz plan. you talk about how when you create a buzz plan know your audience. it might be a customer right? >> that is correct. when you share your business plat with others. you need to know your audience and what information they need to know the decisions that you want them to take. it should demonstrate that you are serious about the business and that you have the possession to move it forward. you need $300,000 from the bank.

really what does thee want to know. she wants to know that you can generate the cash flow. you are organized so there is no hassle. you want to go to an angel group because you want them to fund your it cyber security company. you and your management team have the technical and industry expeefr yerience anded lea eede. the final is you are ready for your first, big, sale. the customer wants to know that you are going to be around to service the product and have a lead on sales. >> you are sending resumes out to everyone and you have a basic

resume and you tweet it. how does that translate to writing your plan? >> a for profit or non profit is said set up for a society need. you should be demonstrating your power point deck and demonstrate why it is that you are solving this problem. howl you are doing it better than the established competition. you are the person to run this company. you better kdemonstrate that yo have people borking with you. a start-up business is a bet

with theend. but you do with your experience and your accomplishments. it should demonstrate that you and your team have the experience. but it should not be the kind of linked in standard format. it should scream out i've been there and i have the t-shirt to prove it. you are linked in with score. i hate to cut this off. i think this is a great book. i appreciate you coming up. >> thank you very, vu much. >> if you missed offer segments find them on our website. openfor openforum.com/business. you can find us on twitter and facebook.

next week how you react to adversity can make your break your brand. you feel like hey, we are nailing it. you have to be willing to make the mistakes. find out the mistakes that two end ept hs made. until then, remember. we make your business our business. if i can impart one lesson to a new business owner, it would be one thing i've learned is my philosophy is real simple american express open forum is an on-line community, that helps our members connect and share ideas to make smart business decisions. if you mess up, fess up. be your partners best partner. we built it for our members, but it's open for everyone.

there's not one way to do something. no details too small. american express open forum. this is what membership is. this is what membership does. last month allegations use d allegations to cover