The sun., 1919-03-17

from people from the southern republics
This is because our southern neighbors
knew more about Europe and like TO 20
there. The Latin American speaks with
a great deal OF familiarity about the
principal watering places OF Europe. He
has visited and knows them ali. He
knew and probably still knows more
about Europe than he does about the
United States.
More Europeans have settled IN Latin
America than Americans. There Is more
European capital invested IN Latin
America than American. Where did the
Latin American well to do citizen send
his children for the final touches OF
education? To Europe. Where did the
family tour? In Europe.
These are merely instances TO show
that Latin America was and probably
still Is in measure closer to Europe
than it is to the United States IN spite
Of our Pan-American policies.
War Changes Situation.
The war, however. has changed the sit
uation somewhat When the war shut the
Latin American of from the European
market he turned toward the United
States for his supplies. This was for
business reasons only. you must remem-
Der. Trade of q tremendous volume was
established The Latin American began
to know our line OF goods and to under
stand our methods of doing business. He
had given US credit in the past for being
the best producers OF machinery and
nothing else
But we soon convinced him that we
could turn out almost any kind of ar
ticle that was Just as good as any he
had received from Europe. And the
Price was right. AS this trade developed
he was possessed with a hankering to
visit this country. He came to New
York. The buzz saw of American en-
terprise sounded in his ears during his
entire visit. New York thrilled him
Tho tall buildings amazed him. He Wis
tied the art galleries. He had suspected
that our nation was money grabbing
proposition.
When he saw that we were able to
take time Off to pay attention to the
fine arts and other things that were not
distinctly material he returned home
with a different story. He spread his
enthusiasm for America among his
friends. Then his friends came for a
visit, and they have been coming IN
droves ever since. The Latin American
has discovered America in the same
senso that We have discovered Latin
America.
To-day you will find every steamship
entering American ports from South
America full Of Latin American passen-
gers. They are coming to see the coun-
try and to do business They are COM
ing to establish connections.
Visit any of the big colleges and uni
versities of the country to-day You will
find many Latin American students on
the roll. The study OF English in Latir
America is becoming a fashion. Every
where one goes one will discover evil
dences that a study of the English Ian.
guage Is being made. Business colleges
and other educational institutions de-
vote considerable time to the teaching OF
English. Relatively speaking there ID
more English spoken In Santiago. Chile
than Spanish in New York.
The war IL over now and the uuesti Tor
Is how is America to maintain the trade
Il developed during the war. The basis
for our foreign business has been es.
tablfshed. however, and there should be
no trouble In strengthening our foot
hold provided we follow those same bust.
ness principles that have made the
American people a financial power. We
must be absolutely on the square will
tfre Latin American.
We must learn that Latin America Is
not dumping ground lor a cheap class
of goods and that We cannot abruptly
introduce our methods of doing business
We must be able to please our customers
and to respect their customs and habits
knowledge OF the language Is not the
essential thing. Send a Representative,
to Latin America who understands tn,
people and who understands how to dea
with them In their own way and yol
need not bother about the number o.
orders he will bring back,
Selling Latin America" is no easy Job
but 1t can be done once the United
States gets the swing of the game.