The sun., 1919-06-02
TRADE WITH LATIN AMERICA
SHOWS CONTINUED INCREASE
Still Wider Field Awaits Manufacturer and Informa-
ton Within Easy Reach-Export Manager
an Important Factor

Commerce, New York branch, is perhaps,
the most efficient public body upon which
the manufacturer may call for authentic
information. The officials Of the bureau
will counsel with him, advise him and
possibly recommend the tackling Of GER
tain markets. and methods by which
they can be exploited most efficiently.
Information of general business prac-
tees climatic conditions. customs regu-
latio..5. duties. freights, competitive con-
ditions. patent laws and many other de-
tails peculiar to exporting are available
here.
This Information may be supplemented
by further data from national organisa-
lions such as the National Foreign Trade
Council, the Pan-American Union, the
Manufacturers and Exporters Associa-
ton. the Philadelphia Museum Of Com
merce, the various banks doing business
In foreign trade and a few reliable trade
journals. The South American department
of THE SUN every Monday morning
should be read by manufacturers inter
ested in Latin American trade. as In this
section are to be found articles of In
tense interest written by natives Of those
countries and others who have had &C
tual contact with conditions in those
countries.
The gathering Of this data consists
merely of preliminary planning. It "
purely the first grade In the school OF
export experience. Having disposed Of
basic problems the manufacturer now
has to decide on his method of attack.
How to Get the Business.
The selection of a travelling repre-
sentative involves the problem Of quail
hcations. The uninitiated manufacturer
may fall" for some applicant who may
know quite bit OF Spanish but nothing
about selling. Lucky Is the manufac-
turer who finds n man who can sell as
well as converse in the language of
the country to which he is being sent.
1t Is possible, however, that the manu-
facturer may not be in a position where
he can lay aside large fund for trav,
cling expenses for road representa-
tive. He then may choose to obtain his
business by advertising. Here is another
problem. What media am to use r.
he asks. Shall use the local newspa-
pers or shall l buy space in the trade
Journalist"
The trade journals introduce manu-
facturer to dealer; the local papers, ar
ticle TO consumer. This Is the general
theory. For the manufacturer who Is
starting in a small way the trade jour-
nal may make the better appeal. For
the manufacturer who has created tre-
mendous foreign selling organization
which Is in a position to place goods on
every counter in South America the local
newspapers-the reliable journals-seem
to be the best media.
Expert Managers Qualihca lions.
With the boom in export trade. how
ever, came the export manager, who is
very much sought bird. The export
manager for South American business
should have not only a knowledge OF
Spanish and Portuguese in order that
he may be capable of examining CORE
spondence, but also everything that Is to
be known about consular documents,
shipping papers, foreign tariffs, consul
lar regulations. shipping routes, freight
rates, insurance rates. advertising me-
dia. selling methods. market conditions
geographical and climatic conditions and
hundred and one other things In con-
nection with foreign trade. He should
know about packing goods for foreign
shipments. He should know where to
obtain information. go that he may be
able to keep constantly posted on
changes In regulations and the like.
Perhaps the manufacturer may be
able to break in his promising sales
iOl thc pOSllioI VI eApOTl I1dn-
ager. This has been done and success
ful results have been obtained. The
sales manager with strong personality
coupled with culture and good breed
Ing, should be able to grasp the details
of exporting In a comparatively short
while.
From time TO time certain problems
Will arise as to meeting peculiar re-
quirements OF certain markets. Instruc-
tions as TO packing and as to the color of
labels and size of packages and the like
constantly will be received at the ex-
port managers desk. The success or
failure OF the export trade will depend
largely upon the willingness OF the man
ufacturer to subscribe to the foreign
customers wishes in these matters. The
manufacturer, OF course. is the final
Judge In the matter of determining just
now far the company is willing to con-
sider the customers desires. These
are problems that require undivided ex-
ecutive attention. and the farsightedness
OF decisions made often determines sue
cess or failure.