The sun., 1919-06-16
By A. A. PRECIADO.

BY A. A. PRECIADO.
Especially ,oritten for tho Lattn Amer
tcdn Section Of THE SuN).
Two salemen returned from South
American markets last week after hav-
ing made tour of all the principal COM
mercial centres of that continent One
handled line OF ONCE supplies and tho
other a line of the same articles-oniy
from another house.
One returned keenly disappointed at
the results OF his sales efforts, the other
highly enthusiastic over the large
amount of business he had developed for
his firm. Now, all things being equal.
there was no apparent reason why one
should have met with such complete
success and why the other should have
been such a dismal failure. The supplies
Of the one who was a failure were of
the best. the prices were right, in fact
lower than those of the competitor. and
prompt delivery was assured. The sup
plies of the one who was q success on
his trip. also. were turned out by a fac
tory with efficient workmen the prices
were, perhaps. little higher, and strong
assurances were given as to prompt de-
livery.
Why then did one OF these men fall
to produce and the other increase the
profits for his Arm?
Salesman didn't know his line, 10 one
answer. Saleman didn't know how to
speak Spanish. another. Quality Of
goods did not appeal to buyer. Is still
another answer, and statesmen didn't
have the attributes OF q gentleman, 10
another.
The Real Answer.
It happened. however, that on this 90
oasion neither the salesman nor the
goods were to blame for this remark
able Indifference shown by the South
American buyers Even the head ofios
sometimes makes mistakes. Sometimes
the sin can be traced down to the export
manager and the export manager has II
in his power to bungle the Job or to mud
die through foreign sales campaign in
such fashion as to leave a bad taste
in many mouths
1t happened that the export manager
OF this particular house in question had
something to do with the salesman
crushing defeat in South America. Some
years before a Chilean merchant had
, written this house for information re-
garding its wares and asking II the
house would be willing to Observe pack
ing instructions, and IL 1t would accept
payment by documents against accept
ance of sixty day draft. While this in
quiry did not involve an immediate or
der. nevertheless there was sufficient
| promise from the nature of its tone TO
command the strictest attention. Often
| inquiries from foreign buyers peter out.
but there are many export managers In
New York city who can thrill you with
| story OF how they turned an inquiry
| from some forsaken part Of the world
into a good initial order. That's what
| the export department has been created
| for-to pay attention to orders. That's
| why 1t maintains an expensive person
nel-clerks. translators, photographers.
| splendid office furniture and expensive
stationery-to I'LL orders.
Apparently the export manager OF the
house We are discussing did not have
the proper slant in dealing with his
South American customers. He looked
over the letter hurriedly.
"Cmh." he said. turning to his assist
ant Here's another one OF these for
| eigners who wants his goods packed as
he Ainstructs, and a sixty day credit
| low under such conditions. Prepare a
letter explaining our attitude in the mat
| ter"
| 1t was surely explained.
| In a moment the Translator" was
| putting the export managers English
| into a peculiar Spanish. The translator
had Just graduated from one of those
colleges that teach a person to speak
Spanish in thirty days The letter stated
that 1t could supply the Chilean mer'
| chant with the goods desired. but thai
inasmuch as the house had been very
successful in its packing methods in the
| United States II felt that 1t would bs
| unable to comply with the merchants
| request as to packing instructions, ant
that II would be compelled to demand
| cash with order, as the house was moi
in the habit OF giving credit to strangers
A catalogue in English accompanied
the letter The catalogue was mean
for home consumption. 1t was not of a.
much use to the Chilean merchant as 6
Russian almanac. The letter was hardl!
understandable. Moreover, the abrupt
ness OF those portions Of the letter which
the merchant could follow intelligentlI
made him highly indignant.
Needless to say the correspondence
was dropped then and there. and tbs
export manager wondered why his Chill
can prospect lost all interest in his line
Field Already Spoiled.
This same American firm suffered tn,
same experience in other South Amer
lean countries where dealers had becom,
interested in its line through It's adver
tisements in the trade papers. 1t wal
finally decided that selling by CORE
spondence was not the right way o
developing a foreign market. A sales
man would be sent out to visit the for
eign trade. This special representative
was instructed to be liberal In his credi
promises on proper reports OF financia
standing and responsibility. He hac
full powers to promise to follow full
instructions as to packing and othel
minor shipping details.
He sailed from port one morning with
light heart and with a rosy view OF tht
future. His mission was a failure from
the start. His house already had spoiled
his field by its arbitrary methods. Tt
all inducements to prospective customer!
the answer was no"
And this leads US up to the experience,
OF the other man. The house that THU
salesman represented In the foreign fielt
knew its business. It had been fortunat,
in the selections of an export manager
TO whom the fact that the sun did no
rise nor set within the United States wal
quite evident. From long experience II
foreign travel he had acquired the inter
national point OF view. But he wa
still a 100 per cent. American Just tn,
same.
He did not look upon South Americ;
or other foreign peoples with scorn
He sympathised with them. He mad
friends among them. Once a younJ
Peruvian merchant came 10 this countr!
TO look up certain manufactured articles
which required experience and consider