How does a business determine the price for a product? Tom Shay knows that few businesses give little consideration other than the cost of the item. This though process leads to a business having may items that are over priced as well as under priced. This means the business will have an overall margin that is less than what it can be. Participants will learn how to increase their overall margin, yet eliminate the image of being a high priced store. Attendees will hear Shay explain where they can make changes to the margins in every area of their business. Additional profits guaranteed!