The sun. [volume] (New York [N.Y.]) 1833-1916, 1914-10-06
SOUTH AMERICAN TRADE.
DO Our Manufacturers Really want II;
The Ignorance OF some OF Them.

manufe cturer Is alive to his opportunities
OF securing South American trade and
that he would make some effort to secure
1t at any reasonable cost When II comes
down to business he Is only interested
where It could be secured without any
risk or expenditure on his part. He hopes
to build up an export trade on par
with that held by England, Germany and
France. but his ideas and methods are
only conducive to utter failure.
All the talking in the world and the
reports of the Government experts who
have been sent to South America to
study the markets and conditions will not
bring trade. The manufacturer must go
after II in an intelligent manner now.
Everything Is to be gained by prompt
action. To wait for reports" which
will IN all probability be too voluminous
for him to spare the time to read is only
wasting very valuable time. To build
UP an export trade requires an outlay of
capital without any prospect OF Immediate
returns and IL expenses are covered in
the first year that should be considered
fair progress. Only n comparatively few
manufacturers realize this, and they are
acting accordingly Instead Of waiting
until conditions become more settled. their
representatives, will now be doing mis-
slonary work and advertising their goods.
Consequently ihey will be tho ones to OBJ
tain tho best and quickest results when
conditions improve.
The manufacturers representatives who
are now In South America or on the way
there are tho ones who will ultimately
make good.
Tho most essential elements In the de-
vclopment of trade relations are personal
representation, efficiently and fntelligently
equipped with samples and prices. good
quality, and a knowledge OF the people and
their language. The ideal salesman for
AVan Ia hn ynyh 20
tho manners and customs OF the people
who can 'sit tight and put UP II good
argument without trying to do "all" the
talking who Is sufficiently well Informed
to talk of other things than goods, and
has the patience to wait n few days for
ali order and the good manners not 10
lose his temper II ne doesn't get one after
waiting. The average American sales
man would be too arrogant and next 20
useless In South America. The small
manufacturer cannot afford TO establish
his own office abroad or send his own
representative. lie M st have recourse
TO commission houses or brokers IN his
own town who will help him 10 dispose
of the profits resulting from tho very
small portion OF trade they offer him or
for which he Is fortunate enough TO quote
lower than his competitor. better way.
and one from which he should get good
results, is 20 associate with other manu-
taCtuTerS OF hllleu lines, secure EOOu
represe ntative and do n direct trade Four
manufacturers OF non-competitive limos,
each contributing 900 toward travelling
expenses. could secure the services OF
good representative for a year TO travel
In South America, advertising their goods.
soliciting orders and personally attending
to their Interests BY doing a direct
trade this eNpenditkre would be recov-
cred within the year from the percentage
OF profits paid 20 the commission house
under existing conditions
II is pathetic to note. while the
average manufacture is prOfessedly in
tcrested In South America, how slight is
his knowledge OF that country. | know
"A gentleman who has had several Years
experience in South America and before
returning there desires to make connec-
tons with few manufacturers. lie
informs me that he has worked diligently
and perastentlv during the past six weeks
and has interviewed more than three
hundred manufacturers without any sue
cess. Not one OF all these Is willing to
contribute "A cent toward expenses Some
even suggest that he purchase samples.
Others. more liberal will equip him with
samples Others offer catalogues and
prices on straight commission basis rang
ing from per cent to 10 per cent
Here are some of the questions he has
been asked:
IL Rio de Janciro on the west ooast7 Can
one get to Buenos Ayres ny train from New
York How long does II take to get there2
Is Buenos Ayres nearer New York than RIO
de Jnneiro?
Can any one imagine such questions
being asked by American business men In
the year 1914 These are few OF the
people who are trying to convince them
selves and others that they are seriously
consolidating tTadp "lhp evening
schools will soon commence"
II the American manufacturer really
wants South American trade he must
change his business methods. lie has the
goods 10 sell, but he must not imagine for
a moment that they will be received with
open arms 10 the exclusion OF all others IN
South America any more than they Will in
New York lie has Got 10 attract the
customer by Offering convenient terms.
reasonable prices and sood quality After
all, the South American merchant Is
spending his own money and can please
himself where he spends II, and h. GER
ta!nly won't listen to any OF the terms
quoted above. No, the American manu-
fto,urer has got TO go after the trade i
Will not come to him through chambers
OF commerce. boards of trade or manu-
facturers' associations These organlza-
lions wa supply him with all the latest
information aud ara really putting forth
strenuous effort to help the manufacture
10 help himself The one thing needed
more than a merchant marine" Is ZEN
terprise"
The manufacturer who IL waiting for
man 90 come along who will carry his
line on a straight commission basis will
have a long wait. South America Is no
easy country TO work" not only on ac-
count OF the racial peculiarities but also
on account OF climatic conditions and
travelling Inconvenience. SC. and no sane
person who has had any experience there
would he willing to give away the knowl-
edge and experience II took him years 10
obtain to crafty the unreasonable de-
slres OF American manufacturers.
When manufac turers realize this and
get 10 work 20 equip "A representative with
an attractive display OF samples and give
him the necessary financial backing to
enable him TO do Justice to them and
himself, then can they say they are going
after South American trade In an intelll-
gent manner and may hope for success
to their venture.
Americans are reputed smart the
world over Are they "smart" enough 20
soc their own interests and secure this
trade? GEORGE H. HAswKlI.
New York. October g.
why lie Is Sick or War News.
To THE EDITOR or THE SuN--Sir. Per-
nit a remark upon the War News edi-