The sun., 1919-07-21
BY RANDOLPH VI. sAvILLE.

that the Latin Americans will welcome
with open arms the opportunity TO give
some one their orders. The result is
that in the greater commercial centres
one can ind American travellers in such
number, that we have strong competition
among ourselves. This is what the
Latin American welcomes For him il
means better service. lower prices and
higher quality. He is enabled TO have a
wider variety for his choice.
Those firms which will be successful
must not only be able TO offer the above
but must bring those very points before
their prospective clients. Statesmen with
no previous experience in Latin America
will find that owing TO the great diff
ferences existing between American and
foreign markets 1t is a difficult task
Trained Men Needed.
And how is II possible with the enor-
nous strides that our foreign commerce
is taking TO find a sufficient number of
trained men TO carry on the Introductory
and sales work? Those who have gained
the knowledge from experience are few
compared with the number that we need.
For that reason many firms must con-
tent themselves with men as yet lacking
full training.
The fact that a man has been sue
cessful in the United States as a sales
man does not necessarily mean that he
will duplicate his success among our
Southern netghbors. To work in Latin
America other qualifications are neces-
sary. These are adaptaoility to new
conditions. a sympathetic understanding
Of the psychology and customs OF the
people. tact. patience and an ability TO
sp-ak the language.
Latin America It Nould be remembered
that some OF the necessary Qualifications
may be in part acquired. As a basis
he should understand the principles OF
selling and the business as carried or in
the United States. He must be tactful
and OF pleasing personality. He should
speak the language. With these quail
tiles he can further broaden himself by
careful preparation.
Before starting on his trip he should
study the territory he intends to cover
as to its physical and commercial geog-
raphy. A great deal OF valuable infor-
nation is also available in books OF
travel and others describing the country.
Pamphlets OF general descriptive data
for each country are published by the
Pan American Union in Washington.
From these he can decide whether his
line has practical possibilities for GER
tain sections or not. due TO the climate,
industries and population. The Depart
ment Of Commerce issues reports of
Consuls and special agents from which
many valuable hints may be picked up.
How TO Handle Consignments.
It may be that 1t will be more prac-
ticable 10 have the consignments handled
by some established export house which
either ships direct TO the buyer or
through their branches In Latin Amer
, lea. This can finally be decided only
| after taking into consideration the
wishes OF the buyer, for some work
through their own connections in the
| American seaports.
American banks have opened up
branches throughout Latin America
| They will give him the necessary infor-
nation as to the financial handling Of
| conslgnments. He should make care
full study OF exporting. which includes
packing, insurance. shipping, routing,
time in transit, customs regulations &C.
With this preparation he is better
| equipped TO overcome the difficulties OF
inexperience. He should obtain as many
letters OF Introduction as he can from
i his business and social connections
| On arriving he should visit the
! American Consul for further informa-
|
| ton Of his trade mark. From him he
can find out what hotels he should stop
at. transportation connections and holt
! days, as well as lists OF prospective
buyers. He should be keenly observant
of the customs and characteristics OF
the people.
The commercial traveller who Is visit.
ing his territory for the first time mus
not be hurried. His superiors shoulC
have enough confidence to allow him tc
take whatever steps he deems necessary
His first trip should be chiefly introduc
tory. during which he gains at first hant
experience which he needs. and formi
his connections and business friendships
The fact that his first orders may b,
small should not discourage him. They
may be trial ones, so that his client ma,
ascertain II the quality and service vii
be as represented.
Whether or not this client will becom,
permanent or not will depend on tn,
cooperation OF the home Office The,
should do everything in their power II
nlling tho order. They should give 4
their prompt and careful attention anc
1ll II as requested. They should b,
courteous in their correspondence with
the client and be governed by the form,
ana customs OF Latin American usage.
They should remember that first i'm
pressions have great weight, and II IA
vorable to them are OF vital Importance
The frst trip may not in itself be 8
great financial success but this SHOULD
not alter their determination to work IN
Latin America. To form a permanent
market for their goods takes time. They
have created an opening which can b,
enlarged and form connections OF value
The future alone can determine whethe,
or not II was a success. Their represen
tative returns with a better understand
ing Of conditions and demands He hal
built for his hrm n foundation. TIL,
future orders depend on the satisfaction
Of the client, and It should be understood
that the Introductory work Is not ended
with the mailing OF the order.