Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1915-08-24

~ ,pith Mr.. iBffWS o0SerOdttohS on SouH
Iwertcan trade relations.
The proper methods to be employed by
business men Of the United states VINO
ssslre 10 take advantage of the Immense
s.is ~ opportunity in South America and
~ faIsity of prevailing ideas concerning
~ atm American merchant were en-
shasIzed today for Philadelphia mer-
shsrts by s. S, Brill, of the Department
Of Commerce
NJ Rr,ll has spent 26 years in South
america as a business man, and he is re-
~aried as one of the most thoroughly
s,rsormed authorities on South American
husiness demands in this country. His
rocent report will be published by the
nenartment of Commerce in the near
e,fnre and will be the most elaborate
.xnosition of business conditions, methods
and needs ever published relating to
latin America. He leaves this city to-
day
"There is a type of South American
hnsiness investigator with whom
large number of business men are pain
suTiv familiar" he said. HE is the
prominent after-dinner orator. He rises.
puts both hands in his trouser pockets
and says very pompously:
Gentlemen, I have just returned
from a 22,000-mile tour of South
America. l have visited seven re-
publics, dined with half a dozen
Presidents and talked to score OF
ministers of finance 1 have spent
four months on my journey. and
talk from personal experience and
observation
TALKING THROUGH THE HAT"
"And he proceeds to talk. principally
through his hat. He wouldn't know the
difference between r mark. franc, shilling
and a peso without consulting a ready
reckoner. All the Spanish and Portu-
euese he knows is Good morning. He
hasn't talked to a single business man,
and he has not the slightest idea of the
actual business needs of the communities
he visited He talked to men who knew
beforehand what he would ask. and knew
beforehand what they would answer. And
he comes back here and tells business
men what they believe to be facts.
rThis has been the great stumbling
block to trade with Latin America. For
sfery ten so-called authorities in this
field there are nine and one-half who are
not only ignorant of what they profess
fo know, but are misinformed on nearly
every topic they discuss.
FIRST ESSENTIAL OF TRADE.
'The upbuilding of our foreign trade
depends largely on the attitude of the
American manufacturers at home. The
40 Is not to depend on generalities, but to
organize their efforts in developing an ex-
port trade on sound lines. They should
eliminate the erroneous ideas that for
elgn trade is merely plaything and can
be obtained with little expense and with
out asking. They must remember that
the merchants of South America are just
as experienced and reliable, If not more
80 than the average merchant at home
and that the moral standing of the greater
part OF the business men in Latin Amer
lea is very commendable.
1t should be remembered that to build
up substantial trade with foreign coun-
tries, and especially with Latin-America
lakes men, money and patience, just as
II does at home.
Too much emphasis has been placed
on the fact that people in South America
desire different kinds OF merchandise than
mat customarily sold in the United States
II Is true that there are differences just
as In the domestic trade, items which are
good sellers In one State are not necessar-
ny good in another. The development OF
foreign trade does not, however, depend
solely upon quality and price, nor merely
on the desire to extend the field of opera
uons to foreign countries, but depends
very largely upon the willingness and
ability Of the manufacturers to carry out
,he details connected with the conduct OF
the trade.
PRACTICAL METHODS NEEDED.
ITO build up business successfully
me same general principles should be ap.
piled as those customarily used In the
united States, with the slight modihca-
uons which the geographical situation
and differences of languages demand
when manufacturer desires to enlarge
ms territory and extend the outlet for his
merchandise he generally selects the besi
man available. II possible he tries TO en-.
gage salesman who has Travelled iovel
me territory for competitive firm II M
sennot succeed in doing so he engages the
oeAt man available, a man OF ability AND
.eeI The same applies to a foreign coun
va with the important addition that 9
selesman going TO one OF these countries
must naturally speak the language OF th'
country II is the height OF unwisdom L
.snu man into a territory the language
which he Is ignorant II is unwise an,
,npfacucable to send salesman 10 sci
,u'nper whose knowledge and experience
m hardware. II is impracticable I,
e"u 10 new territiry a salesman no
'amillar with trade conditions there.
territories In the States are handles
safes managers who are familiar witt
sections OF the country OF whici
aey have charge. credit man Is as
e"eu 70 territory with which he Il
speelally familiar or a shipping clerl
shpo'nted who Is conversant with ship
pns conditions and rates. Foreign busi
sS must be handled in the same way
nu IN those cases where the bushes
eoes not Justify the employment OF
r'clal list In every department the enal
enarke Of the foreign department mus
tamliiar with all OF these condition
~, Nv must be able TO aid the managers o
~ various departments In all matter
"tpeftalnlng 70 foreign trade.
hAPIDLY GROWING INDUSTRIES.
While It Is true that the United State
~ not up 10 the present time felt 8
-eeh the necessity OF foreign trade, ou
es ..,.pstres are growing much faster tina
,l",atlon and home consumption. Stats
~ 1910 show that the value Of tn
r'pW Of our mills and factories ha
ttfed by {9.265 lsl iS5. Attention
'.-.a 70 the fact that virtually TIVE
.|rs of the Increase Was nfade In IA
.pa between 1905 and iaIo. RAt the rat
N which We have been goinf the ne1
"'|'||#I Census vii Nnol4 that Ihe OuIpu