Your point is taken Harry. I work for a small family concern. The wife still thinks I'm doing little more than occupying space and raiding the fridge. But to the second sentence, I have managed to make a convert with the owner. He doesn't know php from DOS, but show him how his site is suddenly leaner, meaner and faster and I get a sale. Same with CSS and re-designing the pages. He was happy with tables before I ever showed up. The next webmaster on this this site will have to begin with a higher standard.
The same points can be made for a new customer, with a new site. Show them the competitons site, then show them how you can do it even better. That falls right in line with "You mean you type in my name and it comes up?"... feed the ego factor.