San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1923-04-08
GOOD WILL IS
ESSENTIAL To
| FOREIGN TRADE
Hoover Tells Knebel 1t Is
/, Important in Securing
A Mexican Trade.
MAKE SOCIAL CALLS
Good Will Can Eliminate
/ Thought of Americans
e as ''Dollar Chasers."

The importance Of cultivating good
will in developing our foreign trade,
was strongly brought out in an article
from Herbert Hoover, secretary of
commerce, of the United States De-
s partment of Commerce, which has
:, been received by G. NJ. Knebeb vice
= president and manager Of the Texas
: State Manufacturers Association. The
article is as follows:
Good will is a plant OF slower
growth than hatred, suspicion, dis
5 trust or prejudice. 1t is less prolific
than any of these, nor can it flour
= ish where they abound. But it bears
better fruit"
Character Of Letters Important.
8 Americans have never fully ex-
: erted themselves to do the many grace
s full things that are priced so highly
by other peoples, particularly our
neighbors to the south-the many
courtesies not directly connected with
the solicitation of business. Very
often the amiable things they do or
the pleasant letters they write are
prelude to a quotation of an offer,
and this fact tends to destroy the re-
cipient's belief in their sincerity.
for the growth of good will than in
= the lands where the language is Span
ish or Portuguese, though, indeed. no
matter what the tongue or the coun-
try may be, the cultivation Of good
will is one Of the most agreeable, use
! full and profitable of policies. But it
. must be permitted TO yield its own
:, profit-voluntarily. as its natural
fruit, untainted with selfish motives.
: Good will is not dollhouse plant
and its growth can not be forced.
Send New Years Cards.
. among the acts that create very
= pleasant impression, one may mention
: the custom of sending New Years
cards to customers; the making of
social call or two before talking bust
b ness, while one is on selling trip;
: the writing Of an occasional letter
! without reference to business.
"Chambers Of Commerce and trade
= organizations are in an excellent posi-
tion to perform graceful acts to SINH
lar bodies, to municipalities and TO
pemi-official institutions Libraries
and schools can extend courtesies 10
. sister institutions abroad.
;, Business Follows Good Will.
"The question may be asked: What
), has this TO do with business? The
answer is: Inherently nothing'-and
: that is the secret of the whole mat
4 ter. The value of these acts is that
" they promote good will. Their effect
upon the recipient is heightened be-
cause they are not calculated scheme
to obtain an order, to derive profit,
10 be turned into dollars and cents.
! The final consequence is that they
. create friendly attitude which must
inevitably prove benefit in due time,
when business is TO be discussed. 1t
is a natural instinct for buyer TO
do business with people that he likes.
and it is just as natural to resent
insincere friendliness from a person
who offers something for sale.
I'm sowing seeds of good will II Is
necessary to eliminate all the factors
that may endanger the result. 1t is
the duty of all commercial organiza-
tons and individual business men to
register their disapproval whenever
the press. the stage, or the screen
holds up foreigners to ridicule. Few
things rankle more bitterly than an
affront TO self-respect.
Learn Foreign Language.
at is highly desirable to seek in
formation on those things OF which q
- foreign nation is justly proud, ind 10
demonstrate occasionally a proper ap-
probation of country's or city's
claim TO distinction and fame. Rec
ignition should be accorded to the
, jurists. scientists and statesmen in
the republics TO the south Of us (and
elsewhere. to be sure) who have left
notable impress upon the worlds
course of events. This is not mere
1y matter Of ed1cation-a pursuit
for which person is repaid in culture
~ but also often an opportunity for
~ delicate compliment pleasing TO the
+. foreigner and increasing his respect
for the American.
Possibly the greatest compliment
= that one may pay to foreigner is TO
learn his language: to speak and write
to him in his native tongue; to visit
him in his country; to address him in
style to which he is accustomed and
TO convey to him American ideas
in a manner suited to his concep-
= tions
81 "Only the other day a letter was
returned from South Africa written
in the 'go-getter' style so distasteful
to many foreigners. The recipient OF
= this letter not only felt insulted and
- numlllated Dy tne patronlZlng ana IL
1iterate manner in which the letter
was written, but was certain to form
"a low opinion of the average culture
of American business men. A little
study of the predictions of the for
yeigner in this instance might have re-
suited in creating good will, interest
and business.
Say Americans dollar Cfasers.,
There persists in the minds of mill
: lions Of foreigners the erroneous inn
I preston that Americans are primar-
lily dollar chasers.' The events Of
recent years have served to dissipate
this impression to a considerable de-
gree. Only the other day, in the fore
most literary club Of Buenos Aires,
a great Argentine lawyer delivered an
address on the idealism Of Americans
as----a discussion that has been described
= as the ablest, most appreciative sum-
mary and analysis Of American char
: acteristics by a man of Spanish cul-
fure. 1t behooves Americaps 10 HELM
win the esteem of Lacin-Americnns
. by, acts Of graciousness and good
will"