The Washington herald., 1921-09-18
By James HenIe.

~ enough to cultivate American trade, land
Of gigantic mountain peaks and marvelousy
fertile Valleys OF beautiful dream-cites far
sp in the clouds. of railroads that twist and squirm
the. way over picturesque mountain sides of broad
highways traversed by American motor cars-such is
Venezuela 4sH
There is money in Venezuela for Americans-h
they 80 after and If they know how to go after It,
Its coffee sugar OIL hides gold rubber cocoa, cotton
and other crops render Il of the wealthest coun-
tries Of South America; its stable monetary system
and is relatively high exchange make it safe and
profitable territory for American firms.
OF course the average Venezuelan coming to this
country to do business would have to learn something
about ways Of conducting transactions. busi-
ness outlook, our social customs. And in the same
way the American who expects to do business in
Venezuela for that mater..n any South American
country. must learn something of the ways of the
people there
There Is no doubt that man who is a good
salesman in the States can become good salesman
IN Venezuela il he goes about it in the right way,
but he starts with the notion that he already knows
All that there is TO be learned about the venezueian
trade he Is apt to come TO grief
The story Is told Of one American who was sent
to South Amerca by his firm. He was known as q
hustler and was anxious to cover as much territory
. possible. The steamer which he was travelling
was to stop At la Guaa, the port Of Caracas capital
81 enczuca 80 ne wired ahead to the Caracas firm
with which his house had been doing business asking
4 one of its members could meet him in La Guaira
m order 10 save bis tine $50 ;sf
This might not havo been considered out of place
IN the United States but in Venezuela ii was regarded
Is gross insult. s
The experienced traveller in Venezuela understands
that his customers like 10 take their time that leisure
y IN the air and thar they will not permit themselves
TO be rushed undnly The sesta must be taken in the
middle Of the day. and no one suggests doing business
IN those hours On the other hand the day Of Vene
zueian business begins long before that of American
commerce. the noontinie halt is perhaps justified.
IN the same way, one would be greatly mistaken If
ne reached the conclusion that the Venezuelan is not
good business man. He is shrewd trader alert
to take advantage of bargain. He may receive our
quotations with feigncd disinteres but you NAV be
sure that If Is lower than the other mans n will
bear results-perhaps when. you least expect them.
Foreign countries are again entering the field and
American houses must be ready for some stiff trade
battles The Engiishman and the German have been
accustomed for time doing business in South
America; they understand the temper of the people
and to a certain extent have their connections al
ready established. The German particularly is in
the habit of granting nine months and even year
Tor payments, and this is point that wins him
many friends On. the otlcr hand an extremely SYM
pathetic feeling exists for America and Americans
md the missionary work that has been done by the
hrst hr1ns to do business in the country has estab-
lshed the worth of American goods and the MADE
ir America mark
A few typical mistakes of American houses in