Evening star. [volume] (Washington, D.C.) 1854-1972, 1914-08-30

Cubans wish to meet &fT1s
them. Egyptian rail <l$3
road wheels squeak, and a high
grade grease is needed there. Has any
American concern tons of the best vel ~
low infusb' ease for wagon axle
boxes to sell. ,rican soap and sew
ing machines would find excellent
market at San Thome an island i'm
mediately north of the equator, in the
Gulf Of Guinea and good business is
promised almost for the asking
These and thousand other opportuni-
ties are open to the average American bust
ness man who desires export trade. These
opportunities multiply day by day for the
enterprising sales manager. If business is slack
at home, there is always demand elsewhere for
American goods. In fact, the demand is always
greater than the supply, merely because most of the
business the United States novices in
the art of selling abroad.
Whether goods to be sold to Tbetans Australians,
Scots Abyssinans, Chinese thing must be borne
in mind, and that is that the methods of American sales
mansfp practsed at home have effect elsewhere.
And therein lies the secret of in fore
cia fields 1t is matter of learning how sell goods
persons who cannot be won by accepted methods
Advertising the Americans know it is thing, and
advertising the foreigners know it is different thing.
The average foreigner relies to great extent the
personal equation.
Costly selling campaigns, carried by of
printers ink, unknown abroad. In America
manufacturer may advertise his product extensively
and after given time send his statesmen to reap har
vest of ORDERS merely the strength of his reputation
and the character of the publications that carry his
advertising; but the rest of the world would do
business with Americans the same plan. 1t would
require advertising plus given standing in the Amer
lean markets., plus undisputed popularity among the
American people, but above all plus personal relation
ship-meaning physical and ocular contaet-with the
accredited American statesmen. 1t goes without say
ing that the actual article is the best advertisement
the eyes of practically all foreign purchasers In this
respect, when it to buying American goods they
are all "from Missouri" and it strange that
Americans, who ought to appreciate the significance of
that phrase should either hesitate be slow in SHOW
ing them. s..s4 i - -s..-
TT to convince the American business of these
elementary rules that the government maintains
bureau and many hundreds of representatives scattered
all the world. 1t is to make this work still
effective that Congress has just authorized the
appointment of fourteen commercial attaches, to be
accredited through the State Department to various
foreign embassies and missions, naval and military
attaches accredited The measure has been
signed by the President.
These attaches must be men of business experience
speaking the language of the country which they
accredited, a language current in commercial
circles therein. Preference will be given officers
of the consular service and the Department of Com
other branches of the executive service,
who have unblernished records and have shown
marked ability in commercial promotion Their duties
will be to collect information of value to Ameri-
manufacturers and merchants The plans of the
Department OF Commerce provide that these appoint
shall be made to last for comparatively long
terms, their value to the government will depend
mainly upon their knowledge through experience, of