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

on price, service and brains.
But what about the South American
attitude Of mind? Where will the South
American business man turn for his
goods? To the old love, or will he stick
10 the new source of supply2
| ] heard n Peruvian In Lima say just
after tho armistice was signed:
AT last we ARE through doing bust
ness with you Yankees. You have had
US sewed up for five years. You have
soaked us on your prices. You have
made us pay cash. Now, what's going
to happen? Good-oy! Lam going back
to my old friends"
And he did. This man IL In England
to-day purchasing goods from his "old
friends" ~
Another South American coming up
from Valparaiso said: well, one thing
the war has taught us we don't have to
depend any longer on Germany or Eng
land for goods we thought we could not
buy anywhere else. The war has opened
our eyes. We can buy all the material
we need In America, and I am on my
way there now to put in some big
orders"
There, have traced the line of flight
OF the pendulum from one extreme to
the other. Where it will stop no one
knows at the present time, but the
United States can make some mighty
| serious efforts TO not only keep the good
will of her new customers but to keep
on selling TO them more and more goods
as tho demand justifles. and as the faith
In us Is strengthened.
Tho American manufacturer who con-
templates sending a man to South Amer
lea on the initial tour of investigation
should understand that his representa-
tive Ia not only representing his firm but
his country as well. The South Ameri-
cans Judge the United States as a whole
| by the character of men sent out from
home. Jones, travelling for the United
Soap Company in California. might make
bad impre ssion in that territory. But
the Californians will not lambaste the
United states for the delinquencies of
Jones. The soap company will suffer.
Now, let us send Jones to South
America. and see what happens. Sup
pose he tangles up with a customer who
doesn't like Jones or his methods Who
does the customer think OF. the United
States or the firm that Jones repre-
sents7
The United states. Rotten Yankee
methods" &c.
Jones not only hurts his own interests
He hurts his firm, he hurts the United
states, and he makes 1t difficult for
other statesmen whose methods may be
more polished to get business.
Jones must be trained to handle the
Job right, He must leave certain OF his
American methods at home. He should
know the history OF every country. in
South America. He should know the
names of the national heroes. He should
be able to converse intellgently about
his own country. South Americans are
fond OF asking questions about this
country. Jones should be able to supply
answers.
Jones need not know tho Spanish lam
guage with the perfection of a native.
1t is not expected of him As long as he
shows willingness to try to learn
the South Americana will give him all
the assistance possible I have seen a
Chilean who knew nothing OF English
and an American who knew nothing of
Spanish having the time OF their lives
endeavoring to make each other under
stand what the other was talking about.
They enjoyed the fun immensely. They
are the best OF friends
should Know Customs of Country.
Jones should know the customs OF the
country in which he Is travelling
His house should he able to extend to
him the privilege of liberal expense
account for there is considerable enter
tanning to he done. The South Ameri-
cans are hospitable people. They like
I 10 entertain ana TO make YOU feel at
/ home. la casa es suya" (my home is
yours) is familiar expression in South
| America.
Jones should supply himself with
plenty Of clothes. In going TO the ex
! IRENE points Of South America he will
| encounter different sorts of weather. lie
! VIII also need clothes for occasions.
Jones should put up at the very best
! hotel. If he carries letters of introdu,-
/ tion-and he should be we'll supplied
with these-he will be put up at the
club, where he will have an opportunity
of meeting the substantial business men
of the community.
If Jones is "slmpatico" he will find
smooth sailing. His stay In each coun-
try will be made pleasant IF he fails
to grasp the native viewpoint, IL he
makes constant complaint, criticises the
traditional methods of doing business
and on top of all this carries n crouch
one can measure with n yardstlck, the
logical thing for Jones to do is to buy
passage for home
| The American traveller in South
| America to-day-the man who is looking
for new markets and endeavoring to
make proper and pleasant connections
| should not be only Il salesman these
lax- l.. hAt,lI he It,I,