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Language of correspondence and advertising matter.-One of the greatest complaints brought against American exporters is the use of defective, meaningless, and in some cases ludicrous language, as a result of poorly translated correspondence and advertising material. In the first place, correspondence, catalogues, etc., should be in correct Spanish. However, it is better to send a correct English letter than a Spanish letter poorly written. Incorrect use of language is an indication of carelessness which may lead the Latin American merchant to conclude that he is not considered as a client valuable enough to merit the greatest care and attention. The same applies to the language of catalogues and all advertisements, and this work should be intrusted to a capable and accurate translator. Instances of this sort of shortcoming are reported almost daily, with considerable losses to the American exporter.
Honoring the claims of clients.-In perhaps too many instances claims of merchants on account of shipments which have not been made according to specifications, or upon which some other legitimate claim is in order, have been ignored or disallowed by the American exporter. This will not only result in failure of repeat orders, but will create a great deal of antagonism and lack of confidence. If the market is worth cultivating, it is worth holding. Possibility of claims should be reduced to a minimum, as adjustment of such is rarely sufficient to overcome the prejudice aroused.
Extension of credits.-Promiscuous extension of credits should not be indulged. While it is a fact that the majority of the Central American merchants have met and are meeting their obligations, in no case should shipments be made to new clients until their credit ability and general reputation have been investigated fully. It must be remembered that the cost of protesting drafts is very high, in addition to being a very slow, long-drawn-out process, and often results in nothing. The question of credit in export selling should be as conservatively treated as it is in domestic trade.
The fact that American business, which acquired a very large share of Central America's trade during the war, has been able to hold it in practically all lines is proof of the fact that aggressive and proper cultivation of Central American markets must necessarily result in ever-growing shares for the American exporter.
OFFICES OF THE BUREAU OF FOREIGN AND DOMESTIC COMMERCE
New York: 734 Customhouse.
Akron, Ohio: Chamber of Commerce.
REPORTS OF AMERICANICONSULAR OFFICERS
UNITED STATES DEPARTMENT OF COMMERCE
BUREAU OF FOREIGN AND DOMESTIC COMMERCE
Trade Information Bulletin No. 330.
Supplement to Commerce Reports
Price, 10 cents
The Industrial Machinery Division of the Bureau of Foreign and Domestic Commerce some months ago submitted to American consular officers throughout the world questionnaires calling for particulars of ice-making and refrigerating installations in their districts. Th se questionnaires embodied suggestions from Louis Baron, chairman of the committee on trade extension of the American Association of Ice and Refrigeration. The present publication is the fourth to be issued based on the replies from the consular officers. Similar reports for other countries have been published in Trade Information Bulletins, as follows: No. 209, South America; No. 229, Mexico, Central America, and the West Indies; and No. 280, Australia and New Zealand. A report for Canada will be issued at an early date.
Ice making and cold storage have reached an advanced stage in the United States. The efficient solution of the technical and merchandising problems involved has developed equipment meriting the careful consideration of any prospective foreign purchaser. Although American manufacturers have furnished considerable of the icemaking and refrigerating equipment used abroad, nevertheless it is felt that their business can be expanded. The object of the present bulletin, therefore, is to reveal the extent of ice-making and cold. storage development in the United Kingdom.
JULIUS KLEIN, Director. APRIL, 1925.