Dialog Becomes Argument

Here is a hypothetical discussion at an automobile dealer.

Customer: I would like to buy a car that will seat my family of four, and will get really good gas mileage, say around 40 miles per gallon.

Salesman: What you really need is our Reckless Sports Coupe. The engine has 350 horsepower, and it has a convertible top.

Customer: But it only has 2 seats. I need a car that seats 4.

Salesman: That 350 horsepower engine in the Reckless will take you from zero to 60 mph in less than 6 seconds. And the Reckless comes in 7 sporty colors including racing green and fire engine red.

Customer: I really need a car that gets better gas mileage, because I have a long commute and a short budget. And I need at least 4 seats.

Salesman: The convertible top on the Reckless will make you the envy of the neighborhood. And it will let you enjoy the fresh air and sunshine on your Sunday afternoon drives.

Customer: I agree. The Reckless has a big engine and goes very fast. It's convertible top makes it lovely to look at and fun to ride in. But I need a car with 4 seats and fuel efficiency. I shall visit another dealer.

This is not a dialog, it is a one-sided argument. The salesman does not hear, or he defiantly ignores the customer's needs. He continually changes the subject. The salesman so believes in his product that he is determined to sell it, even though it does not meet the buyer's requirements. He goes on and on, extolling the virtues of the car that, in this buyer's eyes, has two major drawbacks. That the frustrated buyer goes somewhere else to make his purchase is to be expected.

Politicians do this all the time. When his pet program is criticized by a citizen whose needs are not met by it, the politician makes no effort to show how those needs can be satisfied. Nor does he attempt to modify his program. Sometimes the simple truth is that the politician does not want to meet the needs of this citizen. He changes the subject because he has no reasonable alternative to offer. He talks about all the other features of his program, or he appeals to emotions--anything to avoid discussing the expressed concern of the citizen.

If the customer decides to fall in love with the racy colors and the convertible top, he votes for the politician and ends up with a program that does not really benefit him. If he absolutely has to have 4 seats, he votes for another candidate.

That's why political discussions are so frustrating. The 'salesmen' relentlessly dodge the issues.