The sun., 1919-05-26
PRACTICAL SALESHlANSF1LP
WINS IN SOUTH AMERICA
knowledge of Language and Ways of Country Cannot
Compete With Ability to Obtain Orders
Under Trying Circumstances.

Reno, New. ana yet not understand
what the word '.manana" means.
A salesman should be Judged not BY
his ability to do verbal ecrobatio stunts
In Spanish or four or i've other different
languages, but on his ability to obtain
the customers signature on the little
dotted line. This In the essence OF ex-
port trade. The travelling man ehould
not mistake his important mission to
Latin America for Cooks Tour. He
has been hired to sell, not to converse.
Tho writer recalls the visit OF an
American travelling man to South
America almost q year ago that should
relieve the conscience OF those who are
contemplating sending non-Spanish
speaking travelling statesmen to Latin
America in the near future This man
was selling books for well known
American publishins company. HIS
vocabulary was limited to about Nifty
i've words in Spanish and none in Portu-
guese. He had had no previous expert
ence in South America. Moreover. tho
books he was selling were In the Eng
lIsh text
But he knew his line He knew its
talking points. He was q gentleman In
every respect He was courteous He
was a business diplomat He could
smooth over q slight misunderst anding
with such ease that he might have been
competent to sit In at the Peace Con-
ference. He was broad enough TO SEQ
the other fellows viewpoint. He under
stood why "this'' was done In this coun-
| try and that In that country. He was
not q braggart. He did not bore his
fellow travellers by openly pining for
good old Broadway" &c.
By the time he arrived in Chile his
orders had reached Tremendous proper
tons His house was pleased and yet
his Spanish was a. bad az ever.
How did he do TT
He knew what he was taking about
and he was "simpatioo- Tho latter 10
the pass word to any Latin Americans
conhdence and good Eraces. Being
himself understood with his limited vo-
cabulary because his Peruvian or Chill.
can friend gave him all possible Co
operation IN his EFFORT TO master the
foreign expressions. A bad hlunder
would produce laughter. After that
there was friendship. Tho American
| felt moro at case. He understood his
man-not in words-but he understood
him. nevertheless-and his host under
stood him. The rest was easy.
The writer knows another travelling
man who has been IN every country
in South America, who has braved the
dangers Of the swamp lands. who has
bteereo MS ooufbo 10 tho Boupnernmo9S
city In the world--Punta Arenas-and
then back TO the northern deserts Of
Chile. In through Peru and Bolivia, and
| 10 still on the Job This pioneer travel
Ter has sailed out OF New York for the
past twenty-five years with varied lines
and on purely commission basis. He
carried such an assortment Of samples
that would mako the i've. ten and if-
| teen cent store green with envy. His
knOwledga Of zach lima lirnitAH 4
| though living among Spanish speaking
people for many years he had failed
to acquire q Spanish vocabulary. Was
he a success7 He told the writer re-
Gently that he was making his last trip
that he had made enough money to
keep him homo In comfort for the rest
Of his daya
X believe I have made q record" he
said. Il have been on the road In
South America for twenty-five years
haven't learned q word Of Spanish
and yet have sold Thousands Of dollars
worth Of goods TO people who did not
know a word Of English"
How did he do itf
This veteran OF the road was Sim
patico" with the native customer. In
the English version he was "a regular
fellow" AZ long as he could muddle
along in q Quasi-Spanish fashion with
the able assistance OF his prospect and
act the part Of gentleman all the way
through he had nothing to worry about.
Neither need tho manufacturer worry
II he applies sound business principles
In the selection Of q capable road repre-
sentative.
Can he sell goodsf- IL the nrst test
that should be applied to the prospective
South American salesman
lis he gentleman, Is he cultured and
well educated?' II test No. 2.
will he be q credit not only to the
house but to the United states7' should |
be test No 3.
Can he be trustedr- should be test |
No. l.
rs he broadminded. tolerant and capa-
BILE Of seeing the other mans viewpoint ?' |
should be test No. 8,
Does he speak Spanish or some other |
foreign languageT' should be test No. 9. |
This should be the basis in general |
terms upon which the manufacturer
should devote his efforts In obtaining |
competent travelling statesmen for South |
America.
Once having these qualifications, the
efncient. reliable and good prinoipled |
travelling man can easily acquire q pre-
liminary knowledge OF Spanish that viii
see him through.