The sun. [volume] (New York [N.Y.]) 1916-1920, 1919-05-05

competitors from this and other coun-
tries This knowledge Is undoubtedly
more essential even than the knowledge
of the language of the prospective client,
IL choice OF the two qualifications were
10 be made An interpreter can always
be found and employed II necessary, but
the sales arguments for ones goods are
something which a third party cannot
supply. There are many glib linguists
who carry extensive lines TO South
America who can speak in vagaries only
when 1t comes TO discussing the techni-
cal features of their goods.
A man who not only thoroughly
knows his line, but who has been
trained in the factory to such an eN-
tent that he can estimate and quote
prices. Is the type OF man who can ac-
complish the most, especially II he has
also the valuable asset of knowing the
necessary foreign languages, the im-
portance of which knowledge 1t is by
no means the writer's intention to mini
mize. At least a fair knowledge of the
language Of the country Is invaluable.
and an opportunity should be given the
man who understands his line to ac-
quire 1t.
Selling and sales organization in the
foreign field require much initiative on
the part OF the representative. Cables
are expensive, and all matters cannot
be referred in detail to the home office.
The man. therefore, who enjoys the COM
plete confidence of his house is the man
who is likely to accomplish the most
and who will establish the frmest re-
lations with his clients. He may need
not only TO guarantee prices and snip
ping dates, and various other things re-
garding his clients orders. but close
gnla ia n another
to the best advantage. The placing OF
an order may also hinge upon an ap-
preparation for advertising, as may also
an agency agreement. The policy of first
obtaining the right man and then giving
him the broadest powers possible is sure
to bring the largest results.
As for the personal qualifications OF
the salesman, the man who is good
listener and n thoughtful observer il
likely to make friends faster than the
man who thinks he is II. clever talker
and tries to impress his customer. He
will need patience. because, as is well
known, the Latin American usually pre-
fcrs not to do business In too great
haste, even with an American. Better
results are sure to follow prolonged ac-
uuaintanceship. The type of man who
Is unobtruslve and observing will soon
acquire an intimate knowledge OF the
customs and habits of the countries in
which he Is WORKING factor of great
est importance to success.
Circumstances vary with different
lines. but the writer has observed that
entertainment IL not such vital factor
IN acquiring South American business as
the account sheet of many. a salesman
would indicate. Entertainment Is more
frequently on behalf OF ones travelling
cCmpanions-a thing in itself not to be
discouraged, as social relations are of
Importance, and one never knows when
a travelling acquaintance may he of as
sistance, especially II the salesman takes
advantage of the excellent opportunities
offered while travelling to become &C
quainted with influential people who are
also engaged in South American bust
ness. 1t frequently happens, however,
that the best clients much prefer to en-
terrain the salesman than to be enter
tained by him.
In the spirit OF true Castilian hospi-
tally, the traveller Is the guest of his
client because he Is a stranger in the
city, and while the Latin IL not quick
TO open the door OF his house to a stran-
ger, and especially to a foreigner. he will
take him to his club and do the usual
In showing him about the town. II
should be borne in mind that In many
OF the smaller cities the hotl fare IL
much inferior TO the standards of liv-
ing enjoyed by the client in his own
home, and that insistence in the matter
OF entertainment would undoubtedly
prove dlstasteful.