XXII 
THE SALESMAN AND THE CUSTOMER 
The success or failure of a business venture 
in Latin America depends materially on the 
character of the representative sent to these 
marts of trade. Never having seen or heard 
of you or your goods, it is most natural for the 
foreign merchant to make his deductions from 
your emissary. 
The typical ambassador of commerce for 
South American fields should combine ele 
gance of dress and courtliness of manners; be 
a linguist; a scholar; a diplomat; a philos 
opher; always a student and a business man as 
well. He should continually bear in mind 
that his visit is unsolicited—that in a sense he 
is an aggressor, an intruder, and above every 
thing he should conform to the usages that cus 
tom has established in this part of the world. 
European merchants and their travellers, 
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