New-York tribune., 1901-07-25
NEEDS OF TRADE WITH GERMANY.

The improvements in commercial methods
which we have urged for the promotion of
United States trade with South America appear
to be equally desirable in other directions
Each country with which we deal has it's indi-
vdua characteristics to which trade to be in
the highest degree successful, must be adapted
1t is idle TO talk about disposing of our surplus
products in foreign markets as though we had
nothing to do but to fill our own tub 10 over
flowing with an inevitable certainty of assur-
ance that the overflow would go in whatever
direction we pleased and be gratefully accepted
The fact Is that our overflow comes into com
petition with the overflow from other tubs, and
that overflow is most sure of being received into
certain channels and reservoirs which is most
exactly what those channels and reservoirs
want
The principle which we have urged is appli-
cable to our dealings with Germany, the nation
with which we have more commerce than with
any other save one. Large that commerce
is ii might he made much larger IL only our
exporters would take more trouble to adapt
themselves TO the market. The United States
consular agent at Gera makes this plain, and
makes plain, too, the self-imposed handicap
which Americans suffer. There Is no use, he
says, in addressing German customers with cir
cuIars printed In English. Instead, American
exporters should send out intelligent travelling
agents with samples of goods agents who can
speak German fuently. who understand German
tastes and needs. and who are competent 10
make special studies of the wants Of special
districts. He complains that American manu-
facturers seem disincIned to adapt their wares
TO the tastes and requirements of purchasers,
bur expect the purchasers TO adapt themselves
IN bp which offered n Them This
is point upon which we have laid special
stress in connection with South America A
purchaser is best pleased when he gets what
he wants. To have something else pressed upon
him. and to be told more or less directly that
that Is what he ought 10 want and 10 have. will
almost inevitably repel and offend him. The
consular agent urges. as we have hitherto
urged, the necessity of adapting our credit sys-
tenn 10 the needs and customs of the market we
seek. When a man has all along been buying
on credit, and wants, and indeed needs TO
continue 10 do So Il Is folly TO say TO him. Buy
OF me, for I sell for nothing but cash" Finally,
the officer quoted emphasizes the necessity OF
the utmost care and discretion in the packing
and shipment of goods.
All these principles should be self-evident to
manufacturers and merchants. That they are
not or that they are not more generally acted
upon. is doubtless to be attributed in great part
10 the circumstance that we have long been
accustomed to catering TO the domestic market
and 10 regarding the foreign market as n mere
catch-all for our surplus products. That will
do very well to n certain extent. And in any
case the domestic market is to be regarded first.
But II we wish to become permanently great
commercial nation, and 10 hold dominant
place in the markets of the world, we must
adopt other ways and means. We must cater
to the foreign market and TO the foreign de-
mand. That may in many cases mean that our
manufacturers will have to make two classes
of goods, one for home and one for foreign con-
sumption, and that our merchants will have to
adopt two systems Of doing business. Even so.
The trade of the world is worth IT,