An in-store demo is one of the best ways to educate and connect with customers. It’s inexpensive, easy to set up and organize, and lets you showcase new products and techniques. It’s ideal for retailers without a workshop space, or for those who have a hard time getting customers to commit to a class. Even better: Customers who might not have considered a technique or product because it “looked too complicated,” will be motivated after learning how it’s done.

Ready to plan your next demo? Here are a few tried-and-true tips to get you (and your demonstrator!) started:

Demo Tip #1: Be flexible. Your demonstrator should have an outline of techniques, samples, projects and tips she wants to share—but not a script! Customers will ask questions and a good demonstrator will be able to field them without straying from the topic at hand.

Demo Tip #2: Explain as you go. Never assume your audience knows all the lingo and techniques. Explain what you’re doing as you’re doing it: “I’m going to ink the edges of my paper by running the inkpad along the side. It’s called direct-to-paper inking and I think it’s such a neat technique. This StazOn ink pad is my favorite and we have them in all kinds of colors.”

Demo Tip #3: Make it a regular event. Many retailers hold weekly demos so customers are trained to come to the store every week. If your first demo doesn’t draw a crowd, take a step back and review. What could you improve for next time? If everything seemed to go well, focus a bit more on the PR. Sometimes you simply need to repeat demos until customers get in the habit.

Demo Tip #4: Start at a crop. Demos can be held at crops, too—this is a great way to treat customers, sell product and foster a retailer-customer relationship. And it sets your crops apart from your competition!

Demo Tip #5: Looking for a new instructor? A demo is the perfect place to audition a potential teacher. As a demonstrator, she’ll need to explain techniques clearly, provide good customer service and be knowledgeable about the store and products.

Demo Tip #6: Focus on the customer. Customers will stand across the table from you, or next to you, and sometimes behind you! That means your demo needs to be visible from lots of different angles. And be aware of your own body language: It’s easy to get focused on the project, yet it’s vital to maintain eye contact and a relaxed, friendly posture.

Demo Tip #7: Have plenty of stock on hand—and merchandise it next to the demonstrator. Place the demo table in front of the product selection, making it easy for the demo’er to say, “This stamp is right behind me!” And keep a close eye on the product that sells; when it sells out, put it away and take out a different color, style or technique.

Demo Tip #8: If the store doesn’t sell it, don’t demo with it. Even if it’s just the chalk, or the inkpad or the pen. Customers will ask what you’re using and where you got it. And never, never ever refer customers to the competition.

Demo Tip #9: Listen! Pay close attention to the questions customers ask—a frequently-asked question might be the next tip in the store newsletter or the basis of a whole new class or demo.

Demo Tip #10: Be comfortable. Don’t forget to make yourself as comfortable as possible physically during the demo. If you’re going to be standing, have a floor pad to protect your knees. If you’re going to be demoing for more than four hours, you’ll want to have a table and chair. Drink a lot of water. Wear comfy shoes and an apron.

Ready to start demonstrating? Our biggest tip is this: Pre-schedule your demo topics a few months out. That way you have plenty of time to order the product, merchandise it and start promoting!