The times., 1899-01-13
GERMANS ARE NOT SLOW.
Advice to American Manufacturers
Seeking Tcutonic Trade.


In order that the American manufacturer
may better understand the necessities OF
improving his methods of advertising his
goods in Germany. Consul General Cole. at
Dresden. sends to the State Department
the following communication:
An avalanche of circulars, catalogues,
ETC., printed in English, are sent to Ger
many annually; they cannot be read and
are therefore consigned to the basket
Circulars should be printed in German, and
good German, both from grammatical and
technical standpOints. Some which are
sent here from the United States are not
only unintelligible, but ridiculous. Illus
trations of the machine or article should
be given, with full description of its con-
struction, operation, advantages, range of
work, and application. Net and gross
weights should be given in Kilograms and
not in pounds. dimensions in metres and
centimetres, pulley diameters and widths
in centimetres. and speed in turns per
minute. The capacity of the machine per
hour and the character and cost of the
labor required to operate it are also neces-
sary factors The price should be given
free on board ship at New York. Boston,
Philadelphia, or Baltimore.
Many circulars give prices at some in
land city, and the cost OF transportation
to the seabOard is often greater than the
freight charges from New York to Bremen
or Hamburg. Shippers should secure bills
of ladng from the ship. if sight draft is
made with bill of lading attached. Sight
drafts are frequently made upon a bill OF
lading issued by the railroad company at
the original point of shipment. and as the
consignee does not know the American
seaport from which the property started
he is unable to form any idea as to when
he will receive the goods, and cannot trace
them in cases of detention, which are fire.
quent.
In all cases, postage on letters. circu-
lars, etc, should be fully paid. When not
fully paid, the recipient is charged double
rates on the amount due, and this often
results in his refusal to accept. Letters
should be plainly addressed. for very few
OF the German postotfice officials can read
English, and addresses ought. therefore,
to be as plainly written as possible. so as
not to increase the difficulty.
Il would warn American manufacturers
against sending their machines. and espe-
cially blue prints of them. or even de-
scriptiye circulars to Germany before Sc
curing letters patent here. The average
German is not slow in discovering merit
whenever it is apparent, and is prone to
adopt any new labor-saving inventions
not fully protected.
My experience of about one year az this
post leads me to think the best way to
increase trade in Germany is to send an
agent who can speak the language, and
has the time and patience to deal with
these proverbially slow, cautious. and
economical people. The next best plan is
to employ a local agent who will, by ad-
vertising and constant solicitation. keep
the goods before the public until fairly
introduced After fOothold is gained for
grow without much further effort or ex
pense.
American manufacturers should under
stand that machinery should be either
labor or fuel saving. or have some other
peculiar merit, if they wish to succeed
here. am frequently asked to furnish the
names of purchasers of steam engines or
other standard machinery. by parties in
the United States who do not seem to I'M
derstand that such machinery is made as
perfectly and as cheapiy in Germany as
anywhere in the world This is true of
electrical machinery, iron and steel beams
bridge material, locomotives, and many
standard articles of iron and steel manu-
facture.
The German will purchase his home
product, unless our people can offer him
| unusual advantages in the way Of prize or
quality. Just now he is little sore be-
! cause large American trade. built up
under the Wilson tarifI, has been sadly re-
duced by the Dingley tariff and the war
and he is not disposed to buy where he
cannot sell; but the feeling can be over
come. The hostility felt toward Ameri-
cans during the war. as expressed in the
! newspapers. is being replaced by u more
| friendly feeling.
Il am satisfied there is a good field in
Germany for American enterprise. and, in
nf he i,.ttlti
| people must meet, it has not been with the
| view to discourage them"