When customers walk into your store, they have some fears that even they might not be aware of. And just because they're not aware of them,doesn't mean that the fears don't exist. Those fears and anxieties are hidden back there in your customers' subconscious minds, and sometimes it's good to address them right away, even before they come to the front part of your customers' brains. You only stock the very best products, and you want to let your customers know that as soon as you give any kind of product demo. That's a pretty easy feat if you believe in the products you sell.
Nobody wants to get ripped off.
They don't want to pay too much. The value has to exceed the price. Make sure the value is so high that customers feel you didn't go too deeply into their pockets. No customers want to be ridiculed about their purchases after they leave the store. To hit this head-on, make sure your customer knows who else bought and uses the same product and is extremely happy with it.