METHODS  OF  DOING  BUSINESS  233

its  own  salesmen  to  travel  the  country  and  to
introduce  your  line  to  the  trade  in  addition  to
other  appropriate  means  toward  this  end.
They  will  be  only  too  glad  to  have  your  representative ­
  accompany  their  local  man  from  time
to  time  and  are  highly  appreciative  of  such  an
interest,  because  it  stimulates  both  the  customer ­
  and  their  representative  and  at  the  same
time  gives  you  the  opportunity  of  knowing  just
what  they  are  doing  and  what  they  have  to
overcome  in  the  way  of  prejudice  and  competition. ­
  It  is  always  well  to  aid  the  local
agency  with  a  small  advertising  allowance,  to
be  spent  as  your  combined  judgments  may  dictate. ­
  This  gives  a  further  evidence  to  them
of  your  desire  to  go  after  the  trade  and  keeps
their  interest  more  intense  on  your  line.  Unfortunately ­
  too  many  American  houses  think
that  it  is  unnecessary  to  spend  any  money  in
advertising  their  goods  in  these  lands.  The
sooner  they  take  advantage  of  the  advertising
possibilities  afforded  by  these  virgin  fields  the
larger  and  quicker  will  come  the  returns.
Very  often  it  is  advisable  to  make  specific  al ­