Evening star., 1916-08-05
BETTER SALES METHODS
BY AMERICANS REQUIRED
Necessary for Development Of Ma
chinery Trade. Bureau Of Com.
merce Says.

Quality alone. or even quality COM
bined with satisfactory prices, will not
sell United States goods in South Ameri-
ca. in addition, there must be active and
intelligent representation. As an example
of laxness In methods Of some American
representatives. Special Agent J. A. Mas
sci of the bureau of foreign and domestic
commerce., in a report on machinery mar
kets in Peru, Bolivia and Chile. Just is
sued. relates conversation he had with
a prominent sugar engineer.
Knowing that this particular firm rep
resented American manufacturers OF
sugar mill machinery and OF oil engines.
he inquired why the American article
the English and French have all the busi-
ness. though their prices for this particu-
lar class OF machinery are in many in
stances higher. In reply the claim was
made that the English sugar mills and
crushers have the journals Of the top
rolls of the same diameter as those Of the
bottom, which enables the owner to use
a spare roll in either position. When the
importers attention was called to the
fact that the American manufacturer rep
resented by his firm clearly specified this
point, and allowed the purchaser to de-
eide which size he desired. as the system
referred to has certain disadvantages as
well as advantages. he admitted that he
had not read over the specifications care
fully and was not aware Of the fact.
Yet this frm, says the writer, has
been representing an American house for
some three years
Agents Lacking in knowledge.
In another case the manager and en-
gineer of an importing house which works
IL ~~lx,
either the number OF sugar factories in
Peru and their locations or the capaci-
ties OF the largest factories and tho types
of machinery used. Under these cir
cumstances,' says the report, '1t is
scarcely remarkable that American man.
ufacturers do not get the business"
In contrast to the men who did not
know is cited the case Of the importer
who represented English manufac-
great success of II. He had all the in
formation desired at his finger tips.
The three cotton mills visited were
equipped mostly with machinery from
Italy, for the reason that the manager
in charge and the man who chose the
equipment are Italians. THE obvious
conclusion from this situation" Gays
Mr.. Massel, lis that manufacturers In
this country who desire to deal with
purchasers in Peru who are not already
machinery should. wherever possible.
appoint their own regular agents and
deal direct rather than through middle
men; and that in 80 doing they should
be sure to select men of whom they
have adequate knowledge. as this may
be point of no less Importance than
those connected with the facilities for
credit information and for shipping"
He states that cases have been known
where American firms have lost profit
able orders, even when their machinery
not only had a worldwide reputation
and cost less to ship, but was quoted on
terms more liberal than those Of COM
petitors and its delivery guaranteed.
An important fact brought out in the
report is that Chile offers excellent
chances for Americans. The fact that
the nitrate plants are not concentrated
in the hands of one nation. and that
the most important of the various min
ing enterprises are in the hands Of
Americans. inasmuch as all Of them
use a great deal of various kinds Of
machinery and are equipped with ma
manufacturers of this country to en-
deavor to obtain the business.
The report reviews for the benefit Of
American manufacturers the general
conditions in Peru. Bolivia and Chile
as affecting the use and purchase Of
machinery. gives with some fullness ths
latest available statistics for the Inn
ports Of this and related classes, dis
cusses the character and methods Of the
machinery trade and describes in detail
the equipment OF the chief plants and
establishments in the predominant in
dustry or industries OF each market