248 SELLING LATIN AMERICA 
to think what a fool my fellow citizen had al 
lowed himself to be made. When the Ameri 
can 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 im 
portance 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 con 
formity therewith when among them. It is, 
for example, considered good taste to walk al 
ways 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 street 
car or cafe and to salute them similarly as you