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Lesson Plans Boost sales by educating customers on your product.

By Gwen Moran Edited by Frances Dodds

Opinions expressed by Entrepreneur contributors are their own.

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:

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