New Britain herald., 1914-08-12
J. s. HAS OPPORTUNITY
 IN SOUTH AMERICA
Latter Country Wants This Coun-
 try'S Help to Meet Its Wants.

American soil An exceptional oppor- tunity has come by reason of the Eur opean war. The people of these coun- tries are great consumers and manu- facture almost nothing.
 The markets of England, Germany and France, to which they have always looked for their manufactured sup plies, are closed and the South Amer ican countries are compelled to turn to the United States to supply their wants.
 The Pan-American union in Wash ington recently completed a commer- cial survey of the whole South Amer ican field. It shows that Argentina. Brazil and Chile present the most fer tile fields.
 Language is Help.
 How should the manufacturers and jobbers of the United States pro- ceed to get this trader" was asked a union representative.
 American selling methods" he re- piled. 'The American salesmen can beat the German. English, or French salesmen without half trying. But the very best salesmanship should be used.
 t"It is a great help to the salesman if he has knowledge of the language of the countries. Spanish is spoken in all South American countries, ex- cept Brazil, where Portuguese is the native language.
 There is no sort of manufactured article that will not sell in South America The Brazilian people do not make one-tenth of the articles they consume. Gsesr.- like novelties and they have money to buy them. There is a tremendous arr ount of wealth in South America with these people.
 Lower Class Conservative.
 The lower class South Americans, the peons, on the other hand. are the most conservative purchasers in the world. If they once get started to purchase a certain make of article. or certain kind of cloth. it is next to impossible to get them to buy anything else.
 That is one reason why the Eu- ropean war gives such a great ad- vantage to the merchants of the United States
 Just how would you suggest in- troducing these American goods to the poorer classes through adver- tising?" he was asked.
 Demonstration he replied. The Brazilian government opened coffee houses everywhere in South America and the financial success of their scheme was simply astounding.
 The American manufacturers have to get the people started to using their wares, and after that the market will be theirs as long as they can supply the demand.
 The American manufacturer should remember that there is much more profit to the American people in selling manufactured articles than there is in selling the raw products. The United States now has large market for raw products in Soutl. America, but is very far behind in the sale of manufactured goods.
 While we sold in 1912 s15S.o .o0o,- 900 worth of merchandise to the ten South American countries, or fifteen per cent. of their imports, that amount probably does not represent as much net profit to the United States as Frances sss,o0O.oo0, or eight per cent In the same year thu United Kingdom shipped s273,o00,- 900 worth of goods to these countries, or twenty-eight per cent. of their inn ports, and Germany shipped $17s,- 00O,0O0, or 1S.5 per cent. The total imports were $s6o,ooo.o0o.
 Financial System Handicap.
 With anything made of wood or metal the American manufacturers
 
 a high standing in all South Amer ican countries, and Grand Rapids furniture is much sought after, al- though apparently there is no effort being made to sell it. Kitchenware, electrical appliances, carriages, auto- mobiles house-furnishings of all sorts, in fact practically everything that is marketable in the United States can be sold there by American salesman ship.
 South America is $1,o00,00o,- 900 market The United States has only fifteen per cent. of the trade. while in the Central American states We have nearly f1fty-four per cent. And right now is an opportunity to get into that market and earn the everlasting gratitude of the South Americans, besides reaping fine profit.
 The financial system of those countries is a handicap to the Ann erican manufacturer at first but that is one of the things that the salesman must learn, just as he must learn to speak little Spanish. And let me impress upon you once more that it is good salesmanship that is needed above everything else"
 HOTLY DEBATED.