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  socially ­
  and  religiously.  Ascertain  what  day
this  is  and  always  send  some  little  remembrance. ­
  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  natives ­
  than  are  our  own  and  are  celebrated  more
elaborately.  It  pays  to  keep  a  memorandum
book  for  this  purpose,  noting  data  of  this  nature, ­
  so  as  to  be  always  in  close  personal  touch
with  customers  and  prospective  clients.  Little ­
  cards  and  other  appropriate  souvenirs  from
the  north  commemorating  these  events  are
highly  cherished  as  well  as  deeply  appreciated