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We all know the long-term value of an educated customer, but Ron Cardoos has found that customer education can generate immediate sales. One night a week, Cardoos teaches a cooking class at Barnstable Grocery, the gourmet and specialty foods store he owns in Hyannis, Mass. Up to 15 people pay $20 each to attend. Although Cardoos just breaks even on the fee, he figures that every two-hour class generates an additional $500 to $750 in revenues, since customers often buy the products he demonstrates.

Cardoos began the program a year and a half ago, offering free classes taught by local chefs and cooking instructors. Back then, he would attract as many as 100 people per session. Now that he charges a fee, he gets a lower turnout, but he feels the attendees are more serious about cooking -- and buying. But teaching the classes himself, moreover, he has greater control over the products he showcases, and he establishes closer contact with customers.

"It's selling," he says, "but it doesn't come across that way. And it makes the store a place where you not only buy food, but also get service and an education."