Great Falls tribune., 1922-03-15
The Haski11 Letter . ,sssss:as 2sss=
THE FOREIGN BUSINESS OF AMERICA.

at one of the universities in Washing
| ton, specializing with regard to Latin
America. His studies include Spanish
| physical geography. principles of acc'
counting, export sales practice. staple
commodities Of world trade, histories
Of atinAmerican countries, and for.
eign trade conventions. When this list
a foreign tongue, it is seen what strides
America has taken in recognizing the
groundwork necessary for preparing
young men to 90 out and creditably
present American business abroad. The
studies enumerated above are only
those included in the first year currlcu-
lum at this university.
1t is a fact that our Latin American
trade has lock on it that is turned
with the key of social graces. To be
successful salesman in those coun-
tries, one must be not only master
of knowledge Of what he has to sell,
but well versed in the social forms SO
dear to the Spanish American heart,
and thoroughly aware OF the way OF our
southern neighbors prefer to do busl-
ness. The breezy type of statesmen
who tries to get into a town on one
train and out on the next, dealing with
central and South American merchants,
will have nothing to show In the way
Of orders.
In our own country, there are sales
men who will visit four or tlve towns
between dawn and dark. That method
In Latin-America would result IN abso-
lutte failure.
The salesman dealing with merchants
of the countries to the south must 60
slowly. Knowing this, many large e4-
port houses in the United States nave
brought men into their nome oIIlces
who have been trained in Central ana
South America, men who not only
know the needs of those countries, D, put
the habits and customs as wen. Inc
Judgment of these men is used IN Sc
iectinp men who probably will make
good.
Harder to Land Jobs
With the realization that much more
is necessary than the ability to talk
and understand the Spanish tongue, 1t
Is becoming harder each year to be
chosen for commercial work in the
Latin American field. The standard
is ever rising. It may be truly SAID
that commercial scientists now are IN
charge and are directing the Latin
American trade of the United States.
American business blundered into
many queer situations when it started
out. to capture foreign trade. In one
incident, q South American firm want
ed to purchase 100000 worth OF
shirts. 1t sent a representative to the
United States to make the purchase.
Many concerns were interviewed. The
foreign buyer wanted certain alter
alton made in the style of the shirts.
Not one of the American houses would
consent to this. and in desperation the
South American agent sailed for Eng
land. Even there the shirt makers
would not meet the South American
requirements, and the buyer went on to
Germany. The first firm upon which
he called told him that, of course. the
alterations could be made, got the ex-
act specifications, and shipped the
whole consignment within three weeks.
Too often American blindness to
foreign attitudes has caused the loss
Of millions Of dollars. The American
mistake frequently has been to put
blindly into effect systems which have
been successful at home. For instance,
several American firms put millions of
dollars into big electric advertising
signs in cities of France. After all
of this money had been spent the Amer
lean merchants responsible learned that
the French people will not buy goods
advertised in this way.
Our foreign trade has gone through
the mill of bitter experience Luckily
it has profited by it's mistakes of the
past. Now a big exporting concern
gives as much thought and care to pick
ing it's foreign representatives as it
does to picking its chief executives in
the home office.