Eric Holtzclaw, author of Laddering: Unlocking the Potential of Consumer Behavior, explains how to understand customers and get them to break their established buying patterns to give you a chance. He tells us why simple conversations with customers can reveal volumes of information and why it's better to appeal to certain people rather than trying to attract everyone. In our "Top Takeaway for Your Small Business," John Duoba offers some Halloween marketing ideas to boost customer traffic.
