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When Mary Cassinelli moved her herbal products shop, DandelionBotanical Company, to its current Seattle location, she waslooking for a way to attract customers. Remembering that theseminars she held at her previous location always resulted inincreased sales, she ramped up her "edu-selling"efforts.
"We'll reach more than 200 students this year,"says Cassinelli, 38.
Incorporating educational components like seminars,instructional videos, hand-outs and books into your retail shop isa great way to earn customers' trust--and the increasedspending that comes with it, says Tom Shay, president of Profits Plus, aretail consulting firm in St. Petersburg, Florida. His tips: