The sun., 1919-06-16
EXPORT ME THODS SPELL
SUCCESS AND FAILURE
Letter and Catalogue in Customers Tongue; Proper
Packing and Reasonable Credit Necessary
in Latin America

the most dignined and friendly terms.
would like to shake hands with the
writer. His catalogues for the Spanish
speaking countries Of South America
wero In Spanish.
Inquiries from strange customers were
always turned over to the credit depart
ment, where n system OF obtaining credit
information was so perfect that tho
necessary data could be obtained with
out causing friction or embarrassment.
Shipping and packing instructions were
followed to the letter. The South Amer
leans goods were packed his way and
not the way Of the shipping clerk.
Good VIII Paved His way.
Is 1t any wonder then. that the sue
cessful salesman who returned from
South America this week was able to
report tremendous sales to his superiors?
His house had won a name in the
southern market for honesty and conf
dence. It had paved the way for its
representative by spraying the field with
good will. II made no difference what
kind of price his competitor In the field
offered. Neither~did a liberal credit In
ducement prove an incentive to make
a change.
your house has been my friend
said a large Chilean customer to the
representative. You lave followed My
instructions carefully. ! am well salts
fed with your goods"
A few days before the competing
salesman had approached this same
man. II don't trust your house." the
merchant replied to his inquiry. II have
wanted to do business with you, but
from the looks Of things 1t seems as II
your house didn't want TO do business
with me. II paid no attention TO my In
struotions. II refused to give me any
credit, which II necessary In the con-
duct Of my business. You can't induce
me to place an order with you after such
distasteful experience with your home
Office"
The same story was repeated in every
other Latin American country visited.
The salesman representing tho house
that didn't know its business failed to
do business. while the salesman OF the
successful house was having a record
breaking time OF It.
Which all goes TO prove that the man.
ufacturer who goes in for export trade
must watch his step at every point on
the way. He must be careful and con-
siderate OF his foreign customers He
must guard against stupid blunders such
| as sending out literature in English
when II must be read by customers who
know Spanish only. He must realize
that business in South America is not
done on a cash basis-that the Chilean
| or Peruvian or Colombian requires
credit just like our merchants at home
He must endeavor to comply With in
structions relative to packing and
shipping.
Goods shipped to domestic points dc
not receive the rough handling expert
enced in foreign trade. Along the west
coast OF South America freight is re-
moved from the ships by means OF light
ers, as there are no docks in the harbors
Of west coast ports. The traveller
reaches land in a rowboat, which Il
tossed about in the swell like a cork
These swells are common along the west
coast and make unloading difficult-
Distance from the home Office should
not tempt the manufacturer from en-
deavoring to put something over on his
overseas customer. 1t doesn't pay and
in the long run he will ind that his
prospects will have entirely disappeared
That is what the unsuccessful salesman
who returned from South America dis
covered and reported TO the boss.