SALESMAN AND CUSTOMER 249 
depart, while gentlemen always raise their hats 
when they meet. The observance of these 
frivolous niceties marks the gentleman, the 
failure to do so the man, and the yawning 
abyss between these two degrees of masculinity 
to the Latin American mind cannot be 
bridged. 
Generally speaking every Latin American 
is named after some saint and observes the 
festival of this canonized individual both so 
cially and religiously. Ascertain what day 
this is and always send some little remem 
brance. It creates an intimacy hard for us 
cold-blooded northerners to understand. 
Never forget church and national festivals. 
Both of these are dearer to the impulsive na 
tives than are our own and are celebrated more 
elaborately. It pays to keep a memorandum 
book for this purpose, noting data of this na 
ture, so as to be always in close personal touch 
with customers and prospective clients. Lit 
tle cards and other appropriate souvenirs from 
the north commemorating these events are 
highly cherished as well as deeply appreciated