New-York tribune., 1901-06-13
THE NAY TO SELL THINGS.

We were speaking the other day about the
petty showing which the United States makes
in South American commerce compared, or
rather contrasted, with other nations. II Is
shameful fact. but II is fact, that we are out
stripped by European competitors everywhere
from the Isthmus to the TIorn-yes and this
side of the Isthmus TOO. Despite our contigu-
itv with Mexico we sell that country only
about one third of what II buys. few years
ago we intervencd 10 save Venezuela from
British aggression but to-day Venezuela buys
more from Great Britain than from us The
same is true of Colombia. of whose imports
contribute less than one-thrd. II we go fur
ther atield our showing grows worse the
square of the distance increases. Brazil is
friendly to us and buys more of us than any
other South American country. but the
13O00oO0 she pays us for goods is only half
as much ms she pays Great Britain. and is only
an eighth OF her total expenditures for imports.
Chill buys of us TO the extent of S20OO.OoO or
So 100000 and of Great Britain 10 the extent
of S12 600 COO or more. And as for Argentina. OF
her S1O7 100000 or imports less than 100000
come from rs. while Great Britain contributes
So. 100000 II Is the dsGraceful fact that
Great Britain sells 10 Argentina alone more
than the United States sells to the entire South
American continent.
way to sell 10 those countries is 10 sell. First
of ALL dismiss the crazy notion that our pro-
tective tariff acts barrier against foreign
trade. IT does no such thing. Germany Is
more protectionist than we. yet her sales 70
South America far ahead OF ours and are
increasing by leaps and bounds With protec
ZIONIST Germany frightening Cobdente England
almost into a funk with her commercial rivalry,
the twaddle about 'our Chinese wall" prevent
ing exports would best be laid upon the shelf.
Get rid. too. of the notion that reciprocity is
essential to commerce. Reciprocity Is good
thing, and will greatly help the extension OF our
export trade, but II is by no means necessary
What, then is necessary? Above all else to
adapt ourselves 10 customers. Get rid of
the pigheaded idea that all people want or
should want Just the sorts of things make
for our own and come down 10 the common
sense practice of making and selling them
what they want. not what we think they ought
TO want No matter how strange or outandsh
their tastes may seem TO MS. our business is 10
crafty them. If they want sieves which will
hold water and buckets that will not or IL they
want screws with heads on both ends. and
knives without edges. In the name of industry
and commerce let them have them. 1t is not
business TO cultivate their tastes but to
supply their wants. One great trouble with us
is that we have accustomed ourselves TO regard
our export trade as nothing but means of get
ting rid of domestic surplus and send
abroad only the same kinds of goods which we
use at homo. Other countries, on the contrary,
manufacture special lines of goods exclusively
for the export trade. While are trying 10
persuade South Americans TO like the things
which we like. Germany sends agents TO find
out what the South Americans like and want
and then furnishes, the goods. If we want the
trade of those countries must do the same
Another thing. We must TO it that there
is no aduteration or other hocus pocus in our
goods. Maybe our foreign customers are not
above such trickery themselves but that will
not keep them from resenting IL in us Also
must take care in packing our goods. so
that they will reach their destination in proner
order Some wild and weird but painfully DER
true tales might be told of goods shipped from
| New York for South America in cases which
would scarcely stand a voyage TO Hoboken and
which consequently reached their purchasers
looking as If they had been "monkeyng with n
buzzsaw" and then been run through thrash
| ing machine 70 smooth them off. Finally we
must adapt ourselves to the susceptbities
| convenience and necessities of customers
/ in matters of credit and exchange-somethinr
| United States merchants do not always do In
brief. the old motto we strive TO please" must
/ he taken out of storage and put upon the wall
and into force again. The way to get cus-
toner is TO sell him what he wants at a lower
price than any else will offer il for That
| is all. And there is not one Of the South Ameri-
can countries that would not buy of us instead
Of anv one else II only we would do Just thar