I always try to counter that by letting people know that there are sites devoted to helping people find where they can spend their BTC, and if you're listed there, it's basically a free ad for your business. Plus all the other benefits... no chargebacks, low fees, etc. ... but yeah it can be difficult to get businesses to adopt it. I was talking with someone at Whole Foods Market about the prospect... there was a little interest, but nothing did come of it unfortunately. Not from a lack of follow-up though ;)