244 SELLING LATIN AMERICA 
The Spanish language is especially equipped 
for the purpose and provides means for rais 
ing to its nth power the superlative degree. 
Do not for a moment get the idea that you are 
dealing with a child, for though, like the 
Chinaman, he presents a bland exterior, he is 
uncannily wise. He knows his line and prices 
and market conditions. Existing in a world 
of little excitement, few amusements, and one 
foreign mail per week, his mind is not diverted 
and he unconsciously concentrates and be 
comes a specialist in his business. Having al 
ways lived thousands of miles from markets he 
has learned to prognosticate trade develop 
ments years ahead. 
He expects to talk to you in Spanish except 
ing in Brazil where the language is Portu 
guese, and he will tell you that 100,000,000 
people all over the world speak in this tongue; 
that European salesmen converse with him in 
this tongue. Obviously, if you can discuss 
affairs with him in his own idiom you are 
on the road to success. He often speaks 
French too, and if you cannot talk in the lan