Evening star., 1938-12-31

the selling. D.,
We are doing probably 80 per
cent of the business on the Pacific
coast of Central and South America,
and this heavy advantage brings us
to a point where In all Central and
South America we are selling in the
highly competitive. markets of the
Latin American republics 34.3 per
cent Of everything they buy for i'm
port.
This is more than the combined
selling of Germany, Great Britain,
Japan and Italy. Last year Ger
many sold 1873 per cent, Great
Britain 1876 per cent, Japan 81 per
cent and Italy 2.6 per cent. We
were also the best customers the
Latin American countries had, buy
ing 31.1 per cent Of the aggregate
exports of the 20 Hispanic American
countries.
Why then do we complain?
Undoubtedly our sense of defeat
rises out of our own realization Of
our incompetency in many lines Of
salesmanship in South America. The
great corporations which have Or
ganized their business in South
America and equipped their efforts
with trained stats have had no
difnculty in accomplishing instant
success. Their first great advantage
is in the growing knowledge Of the
superiority of American goods. Lima,
Peru, is full of modern automobiles
90 per cent of them are American
makes.
U. S. Goods in German Store.
visited q huge six-story building
the sign outside stated that 1t was
the House of Weise. I went in with
my feathers ruined, thinking 1t was
a German estabnshment-and 1t
was. The partners of this firm had
been there since 1870 and the six
story building was full of heavy
mining machinery, refrigerating
plants, trucks, tractors and every
thing from materials for operating
gold mines and oil wells to equipping
homes for modern comfort, includ-
ing radio. I found a warm glow per-
meating me as I looked at the mer-
chandise. Practically all Of 1t was
made in the United States. One Of
the attaches Of the house explained
that the United States machinery
had gained the upper hand there
because Of it's durability, its known
and standard qualities and the ease
with which its parts might be pur-
chased for repairs. Said he: Ger
many once led In this field because
she had q more attractive method
of salesmanship. She makes cheap
goods, gives cut prices and long
terms. Sometimes her agents take
their commissions in stock in the
company to which they are selling.
All of these advantages, utterly
unknown to American salesman
ship, have made it difncult for
American business because tie
American is abrupt, direct, quotes
one price, has no Government SUBJ
sides. and wants cash.
Can't Do Business In Hurry.
Another South American of long
experience in Latin American busi-
ness said: 1T is difficult to realize
that the procedures of salesman
ship are reversed down here. You
can't do business in a hurry in
Latin America. Being q business
agent requires a combination of tai
ents; you must be social, diplomatic,
know the language, possess a long
expense account and have time on
your hands In which to be agree
able"
Here the three outstanding quail
fcations Of salesmanship, when
compared to the United States
methods, provide a reversed form.
The first point of German presen-
tation in Latin America is the price
of the article. The second point
relates to the terms upon which 1t
may be paid for, and the third point
relates to the quality of the mer-
chandise. Germany has studied with
expert knowledge and experience
this method of presentation. They
give long terms Of payment, make
elaborate concessions, not only pro-
vide cheap goods, but cut their
prices. They study the customer
and adapt their methods to his busi-
ness habits and needs. They know
that If he can buy a machine that
will last 10 years he isn't sufficiently
interested In the possibility Of its
lasting 20 years to make that argu-
ment effective in selling.
Wants Cheapest Price.
The Latin wants something that
will take care of his situation now
and he wants 1t as cheap as he can