On the subject of demos: I have always been a big proponent of the demonstration, even though I do not do them anymore...
To a non-educated, prospective client, even one light is pretty.... If you demonstrate several lights at the same time, you are putting on a sales presentation that will sell itself. In a highly saturated market, such as N. Florida, there are at least 300 contractors (of every shape and size) who are willing to install landscape lighting for any given homeowner. As most of you may already know, Florida is a nesting place for new homeowners from all over the country to retreat in their retirement, resulting in an unfamiliar environment where "word of mouth" is not not always the form of advertisement that they are often met with.
Having said all of this, imagine yourself (as a home owner) being faced with this decision: On one hand you had a contractor willing to "Show" you what he would do at a reasonable price. On the other hand, you had a contractor full of wind and some pictures mixed with some arrogance with a big price tag......Being brand new to the market, and nothing to go by, what would you do? My bet , if you're an older person looking to relax, is go with the guy with the lower price.
Again, I don't do the demo's because I believe I have enough referral base to demand the higher prices... But I'm not arrogant enough to believe that I don't lose a ton of business to the small guy who does the demo.
Chris J