The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1914-09-03
SOUTH AMERICAN TRADE.

IN the substantial increase in trade
with South America which the imme-
date future promises it Is highly de-
sirable that American manufacturers
should keep clearly in mind some of
the cardinal points Of difference be-
tween South American trade usages
and those Of this country, states an
article in the Daily Consular and Trade
Reports issued by the federal depart
ment Of commerce. 1t has. for in
stance. been emphasized many times
that the social feature. almost negligi-
BILE in the United States, is an impor-
tant factor in trade relations in Latin
America. Business In conducted more
slowly in general, correspondence and
personal relations do not perhaps have
SO much of the "touch-and-g CO. char
acter, and in oil commercial TRANSACT
tons more stress Is laid on both the
forms and the spirit OF courtesy than
in the United States. Travelling sales
men will find that they will make
more progress by taking their time in
working up a personal acquaintance
with the trade than by attempting,
even with the most favorable terms To-
customers, to close a sale on the first
in Spanish and directed especially to
the person or firm addressed Gin con-
trast to a circular or form letter., will
probably prove far more valuable as
an accompaniment of a catalogue and
price list than the mere catalogue
itself.
1t is to be emphasized also that fair
treatment of the customer by the
American manufacturer, from the be-
ginning to the end Of a commercial
transaction, is OF the highest impor-
lance. In the next year or two Ameri-
can goods will be likely to penetrate
to every remote corner of Latin
America where the wares Of civiliza-
ton are in demand at all. Dealers
who have never thought of the United
States as a possible source of supply
for the articles they handle will be
buying from American exporters, and
farmers. ranch owners, mine opera
tors, and consumers generally will
learn for the first time the meaning
Of the label Made in the United
States" The custom Of going to
Europe for certain lines of goods has
become so thoroughly established that
many South American dealers have
little idea that tfeir supplies can be
obtained IN the United States at all.
Under these ci. cumstances dealers and
consuming public alike will have their
first opportunity to become acquainted
with American wares of every sort and
description, and it is OF the highest
Importance that the impressions they
receive, not only as to the quality OF
tho goods but also as to fairness of
treatment by American exporters,
should be favorable.
The reputation for good OF i'll which
American tradesmen and American
goods will acquire in the next year or
SO will probably last for a generation
and will have an enormous influence
on the future commercial relations be-
tween the two sections. Latin-Ameri-
can merchants, as a rule do not lightly
change from firm to firm in their pur-
chasing Of foreign goods, and when
they become assured of fair treatment
from a particular export house their
trade is likely to go to that house in
definitely. Much the same thing is
true of the nations from which they
buy, and with American goods once
firmly established and American ex-
porters found to be courteous and
trustworthy, the future for our trade
in Latin-America will be assured. The
quality of American goods. SO far as
they are known, is in general very we'll
liked in Latin-America, and the adj
vantage which this gives to American
exporters should not be dissipated.
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