248  SELLING  LATIN  AMERICA
to  think  what  a  fool  my  fellow  citizen  had  allowed ­
  himself  to  be  made.  When  the  American ­
  said  “These  ribbons  are  $4.00  a  dozen,”
the  German  translated:  “These  ribbons  are
$8.00  a  dozen.”  The  American  salesman  told
me  afterwards  that  he  had  written  his  house
that  they  could  not  compete  with  European
prices  in  this  market  and  I  am  certain  that  this
concern  will  never  again  be  tempted  even  to
consider  Latin  American  possibilities.  These
two  cases  strikingly  serve  to  illustrate  the  importance ­
  of  being  familiar  with  Spanish,  or
the  language  of  the  country  wherein  you  are
expected  to  sell  goods.
Extremely  sensitive  and  quick  to  appreciate
a  kindness,  it  pays  to  study  the  social  usages
among  Latin  Americans  and  to  live  in  conformity ­
  therewith  when  among  them.  It  is,
for  example,  considered  good  taste  to  walk  always ­
  on  the  side  of  the  street  next  the  curb,  to
take  off  your  hat  and  stand  uncovered  as  the
funeral  of  peon  or  plutocrat  passes,  to  bow
generally  to  those  present  as  you  enter  a  streetcar ­
  or  cafe  and  to  salute  them  similarly  as  you