One of the most effective ways to convince your prospects of your value is to show them. While demonstrations might sound like a relic from the days when drummers peddled their wares from door to door, the technique is as powerful as ever, for everything from consumer products to business services.

When container ship line APL was trying to convince shippers of the many advantages of double-stack intermodal cars (the ones that look like a truck trailer sitting atop another), executive Don Orris kept hearing concerns about the quality of the ride within the shipping containers. Shippers worried that their delicate merchandise would be jostled and damaged during transit.

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