I usually tell them that ISO is part of doing business. Certified companies tend to have more business. It is more like the skeleton (framework) set for a business to follow. The company then fills in the "organs" - Quality Control, Production, Materials, "muscle & tendon" - IT, Plant Engineering (support groups), and "skin" - Quality and Process Engineers (make sure we don't bleed). You just have to have everything in place for the operation to function as a whole.
You can certainly bring in a skeleton model with the organs taken out and put them in as each function is described. Also, you can show how each interact with each other and how each clause in the standard describes that process. Just an example.