Great question as you want to encourage all students. I would try to relate the class material to specific career options that would be possiblities for the students in the class as they are often there for a common goal. I also try to make it a point to use students for class examples, and rotate the students that I use. For example,'Jane' is a buyer for a department store, should she follow model 1 or 2 for her store. That student feels part of the discussion without even answering the question.
