'\
can standards which is a horse of a differ·
ent color.
What qualities does the salesman need?
A pleasing personality, adaptability, hon·
esty-that goes without saying. But please,
Mr. Third V. P., find a man who knows, or
can be taught, a little Spanish, Portu·
guese, or French, depending on the co~ntry
to which he is going. Most of his clients
may speak English, very fluently perhaps,
but the psychological effect of the effort
to use the customer's language is worth
so much good will that a government sub·
sidy for teaching foreign languages to
commercial representatives might not be
a bad idea. Read the record (}f German
enterprise in Latin America and you'll see
what we mean.
While we are on this matter of language,
let us say a word about catalogs, sales
literature, and so forth. It will cost extra,
of course, to have that printed material in
the customers' language. But, again, the
extra cost and effort will payoff in the
long run. Chalk it up to 'advertising or good
will-it's one of the best bids for good will
you can make.
It is a delicate compliment-this 'IIlatter
of learning the other fellow's language.
As such, it will prove to , be a decided
social asset. Social assets are important
in Latin America; business etiquette is
important. Like the Grs, our salesmen need
to have -a course in foreign customs and
training in how to deport themselves in a
foreign country so that they may be good
, '
COIN
representatives (}f our country. Every na·
MACHINI tional at large in a foreign 'c ountry is an
REVIEW
ambassador and a salesman-a salesman of
the democratic way of li'fe.
The third v. p. needs to choose a man
who will take the trouble to learn a bit
about the country, the people, the civiliza-
tion. We are thinking of two rather typical
examples. Number One was a hardware
salesman, a German, operating in a neigh.
boring country. He spoke Spanish fluently.
He was interested in history and arch·
eology-a very appropriate hobby since his
territory included areas of interest to all
archeologists. Through his hobby he be·
came firmly entrenched in the good~races
of the important people of the region.
Business was good though the product he
was selling was inferior in quality to that
of competitors.
Salesman Number Two was one of our
nationals. Despite many years spent in the
country, his knowledge of the language
was confined to garbled phrases and the
usual collection of profanities. Outside of
business hours, his attitude toward the
people bordered on condescension. He had
no interest in the country other than to
, make enough money to return to a life of
96
Mr. and Mrs. Ray
Moloney and baby
are shown being
greeted at Union Sta-
tion by A. W. Sleight.
Regional Sales Mana-
ger, as the Bally head
arrived here for a
rest and vacation.
ease in his own land. Given some competi·
tion that day could be long in ~rriving! .
Fortunately, our increased . Interest In
Latin America and our growmg sense of
fellowship with Latin Amer!cans are ca~s·
ing this type to become extInct. The. thI!d
v. p. can find men who are enth~sIas~~c,
sincerely interested in human relatIOnshIps
as well as in the product they sell, ob·
servant and quick to learn. Such men
become of inestimable value to the home
office. With their assistance, lasting and
mutually profitable relationships can be
built-relationships which will str~ngt~en
with the passing of the years-relatIOnshIps
of more than mere commercial value.
To Promote Cuban Sugar
Moloneys in Southland
LOS ANGELES-Mr. and Mrs. Ray Mo-
loney and their baby arrived here recently
to vacation in the Southland. On hand to
greet them was Al Sleight" Regional Bally
Manager.
Pail' have taken a home in Westwood Vil·
lage and are enjoying the hospitality of this
area. The Moloneys have been guested by
their Northwest Distributor, Jack R. Moore,
and Mr. and Mrs. Paul , A. Laymon who
have made it a point to see they missed
nothing. Night clubs, plenty golf, Palm
Springs-have all been included and Ray
has proved that a busy business executive
can really take time off and relax in such
a delightful environment.
NEW YORK-With the primary ob-
Battle of the Bureaus
jective of "assuring a continuing supply
LOS ANGELES-The ci'garette famine
of sugar for the American consumer at a
of 1944-45 was basically the result of a
reasonable price by maintaining an ade·
quate flow of Cuban sugar into the United scarcity of production workers in the manu·
States market," a group of sugar com· facturers' plants, Harold Epstein, former
panies have formed the United States , OP A enforcement chief for agricultural
commodities, recently admitted. On the
Cuban Sugar Council. D. M. Keiser, chair.
other hand, the WPB had classified to·
man of the Council, in making the an·
bacco cultivation as essential occupation.
nouncement said, "if the sugar trade
Thus millions of people went without to-
between the two countries can be put upon
a sounder basis, instead of being subjected bacco, and many thousands of dollars of
tax money were spent in various investiga·
to the drastic fluctuations of past years,
tions to arrive at the cause of the famine
no one will need to fear a sugar shortage,
which is now admitted to have been 'caused
even in war· time."
by one government agency's complete dis-
Robinson Has Shoe Shiner
regard of 'a nother government agency.
LOS ANGELES-C. A. Robinson & Co.
bas taken on the distribution of the Shine-
A·Minit machine being manufaclured by
The Coin-Arts.
Under development for the last two years,
the machine polishes both black and tan
shoes at a cost of only five cents' per shoe
(a particularly pleasing idea for one legged
individuals) •
Robinson is planning I;onsiderable promo·
tion on the unusual machine and expects a
big sale on the Coast.
Tacoma, Wash.
Editor:
A check for subscription has been sent.
We do not want to miss any issues. It's tops
in trade magazines.
ETC. • ETC. • ETC. • ETC. • ETC. • ETC. • ETC. • ETC.
Frank M. Jacobs
LETTERS ., •
TO THE
• • EDITOR
PAYOUT CONTACTS
Whether your re·
quirements are large or
small It will pay you to
see us first . with yo~1:'
parts needs.
Every make. model
and type of slot and
console part Imagin-
able.
ANotHER. STANDARD BRANDS SERVICE
YOURS FOR THE ASKING
-
Badger Sales Company
Badger , Novelty Company
1612
PICO BLVD.
LOS ANGELES 15. CALIFORNIA
All Phones: DR. 4326
2546 NORTH 30th STREEt
MILWAUKEE 10. WISCONSIN
All Phones: KIL: 3030
w.
Wilmington, Delaware
Editor:
I am teaching a class in "Owning Your
Own Business," composed mostly of vet·
erans who are attending our school under
the G.I. Bill of Rights.
W(}uld you be willing to contribute a copy
of your magazine for our library? Such a
contribution would be greatly appreciated
by the veterans in the class and by our
school.
Jay MiHec, Principal
~Idey College
(Copy supplied.)
• * *
What most sailors want to get off their
chest~ these days is their dog tags.