134 TH E M IN D O F TH E B UY E R
graphic te rm s so th at th e “ b uye r” will re
spo nd rea dily wh en sh own th a t th e way o f
sa lva tion is th e sol ution to his p roblem. In
deed, a succ essful evangeli st i s pe rforc e a n
excellen t sal esm a n ; an d h e c a n t ea ch th e sell e r
o f sec ul a r w a re s many th ings ab ou t th e min d
of th e b uye r.
Presentatio n o f solutio n. Our third ta sk is
to offe r sol ution s o f th e di ffic ul ty. If o th e r
sol u ti on s th a n ou rs h ave b een t ri ed un suc cess
fully w e migh t refe r t o th em a n d sh ow h o w
th ey faile d. H ere w e migh t p resent fi gure s
sh owing th e ave rage life tim e o f a numb er o f
ti re s o f sta nda rd m ake ; the n figure s sh owing
th e average l ength of life of o ur no - rim-cut
tire. Th u s w e sh ow th at th e l at te r i s th e
sol u tion o f th e p robl em.
D uring thi s sta ge c ome th e “ argum ents ”
wi th which a trai n o f reasoning is usually
c ond ucted. I t i s a t this st age th a t th e b uye r
m ay b ec ome a n a ctive opp on en t inst ea d of a
p a ssive li sten e r t o ou r enc omium s. H e m ay
bring up obj ec tions, consi sting of ca se s from
p a st exp eri enc e in wh ich ou r comm odi ty migh t
c onc eivably fail. H e m ay p u t forth i d ea s
o f hi s own a n d te st th em o ut a gains t our
prop ose d sol uti on. Th e si tuati on a t this p oin t
m ay b e likene d to a c our t-ro om scen e in whic h
nextflipdebug5
(nextflipdebug5)
#1