It is not deemed necessary for the purpose of this work to go into the

intricacies of the banking problem in Latin America. Such incidents as

local loans, credits and financing, need not concern us, and are best

left for solution to those in this line of business. It is to be hoped

however that the presence of American banking institutions throughout

Latin America will result in the financing with American money of

municipal and national improvements such as water-works, sanitation,

electric and gas companies, subways, harbor improvements,

fortifications, building of warships, telephones, electric and steam

railways. It was the custom of the European financier in making such

loans to stipulate that the work should be done under the supervision of

citizens of, and with articles and machinery purchased in, the country

placing the loan. This was as it should be. It gave their engineers and

contractors an opportunity to force upon these countries their products

and methods, provided permanent employment for many of their countrymen,

who in return created a demand for articles of home production.

We may therefore consider the banking situation only in so far as it

applies to the traveller, the house he represents and the customer he

sells in the accommodation it can afford them and the service it may

render all parties. One of its chief uses will be to give reliable

information as to the credit rating of customers.

From a financial point of view all of Latin America may be divided into

seven groups: (1) the east coast countries of Brazil, Argentine, Uruguay

and Paraguay; (2) the west coast countries of Chile, Peru, Bolivia and

Ecuador; (3) the northern countries of Venezuela and Colombia; (4) the

Central American Republics of Guatemala, San Salvador, Nicaragua, Costa

Rica, Honduras, with which Haiti may be considered; (5) Mexico; (6) the

countries wherein American banking systems exist, such as Panama, Cuba,

Santo Domingo and Puerto Rico, and (7) the extensive group of foreign

possessions and islands such as British, French and Dutch Guiana,

British Honduras, Trinidad, Barbados, Jamaica, Martinique, Guadeloupe,

Curaçao and St. Thomas.

The first and second groups of these South American countries are almost

entirely under the domination and control of the European financier, the

English being paramount, followed by Germans, French, Italians and

Spanish, in the order named. Throughout Brazil, Argentine, Uruguay,

Paraguay, Chile, Bolivia, Peru and Ecuador, in all the larger cities and

ports, as well as in the interior and isolated towns, where business is

to be had, may be found branches, agencies, or representatives of

banking houses of these nationalities. They keep their fingers on the

pulse of trade, know mine outputs, crop prospects, cattle productions,

stability of governments, possibilities of revolutions or political

unrest, the condition of business—in a word everything that has any

bearing on banking or that could by any possibility reflect on the money

market. Taking all these elements into consideration together with the

important factor of the question of supply and demand, they decide the

price of exchange each day or how much a merchant having a foreign

obligation to meet, must pay for the necessary sum to liquidate his

indebtedness. Very naturally a better price is quoted for the money

required if payment is to be made in coin of the bank’s nationality for

the reason that it necessitates less actual movement in the medium of

exchange, the entire transaction as a rule being done on paper. This

preliminary saving of a fraction of a per cent. in a big business means

much in the course of a year and it has a strong tendency to make the

buyer seek markets so situated that he might profit thereby. On the

other hand the Latin American trader desiring to remit to the United

States for goods bought in this country is forced because of lack of

direct financial connection in South America to buy his exchange on

London, Hamburg, Paris or some other European money center, thereby

giving the European banker a profit of a fraction of a per cent. on

every dollar of our foreign business. Furthermore, invoices and bills of

lading are frequently attached to banking documents for custom house

clearance and other purposes, thereby giving the European banker and

through him, his clients and friends, an opportunity of learning our

prices and terms. And so, not content with giving the foreign financier

a chance to make money on our export trade, we also aid our greatest

competitors by supplying prices and information to defeat our commercial

purpose.

Some mercantile houses in the larger of these countries maintain for

their own use accounts in New York against which they draw when

liquidating bills in the States and do a general banking business as

well, including the cashing of drafts and selling of exchange. Obviously

only a large business concern could afford to do this and their natural

tendency is to sell direct exchange on New York as high as the European

banks. The dealer with small capital or the foreign merchant is

invariably for one reason or another forced as a general rule to do

business through the European banker when in need of American exchange.

In both Venezuela and Colombia, their nearness to the United States, a

direct steamship service to our leading ports and the fact that we as a

nation take the bulk of their products, combine to overcome all attempts

on the part of Europeans to establish banks in these countries. As the

local exporters ship their goods to our shores where they are disposed

of they instruct their agents to deposit the moneys so received in local

American banks, against which they issue checks in liquidation of

indebtedness, thereby eliminating the necessity for the services of the

international banker. Local banks in these countries, never very strong,

and always subject to forced loans from financially embarrassed

governments, do not enter materially into the business life of the

community although they also maintain credits in New York and sell

drafts against them. The consequence is that every leading merchant

throughout these lands develops into a foreign banker, on a small scale,

and buys and sells exchange. As long as this condition prevails, and it

works most satisfactorily, the foreign bank will not be required to open

its doors.

Practically the same state of affairs occurs in Central America, the

general tendency to political unrest and the existence of an

inconvertible paper currency in some of these countries, (similar

conditions being current in Colombia) serve to emphasize distrust in

local banks and concentrate banking operations in the hands of the

larger mercantile houses.

Prior to the revolutionary troubles which are now convulsing Mexico,

American, English, German, French and Spanish banks were to be found

throughout that country. The presence of the American banker in this

territory and the great bulk of trade movements between Mexico and the

United States, kept the price of exchange within reasonable bounds.

In Panama, Cuba, Santo Domingo and Porto Rico, American banks exist and

American currency is in use almost exclusively. All financial

calculations are made in dollars and cents and a complete and perfect

system of exchange on leading cities of this country is current so that

the subject need not be further discussed.

As is to be supposed, the European countries having possessions in the

West Indies and South or Central America, very naturally have banking

facilities between these colonies and each mother country. In addition,

prominent Canadian banks have successfully established branches in the

largest of the British colonies for the purpose of building up direct

trade with the Dominion of Canada, thereby eliminating the tribute

London usually demands on exchange. Although we take much of the exports

and sell these possessions most of their necessities, still the

individual business done in each island or colony is relatively small

and the field of operation too restricted to warrant other banking

connections. Besides exchange on New York is cheaper here than

elsewhere, owing to the fact that both Canadian and English banks

maintain branches in that city. In the other colonies merchants, as a

rule, have personal accounts in American banks in the States and are

thereby enabled to handle their own transactions advantageously.

There are four monetary systems in use in Latin America: (1) the gold

standard, wherein gold is the only legal tender, other forms of money

being maintained at a parity with or without a government guarantee; (2)

the gold exchange standard, wherein gold and other forms of money are

legal tender, the conversion of the legal tender into gold being

guaranteed by the government; (3) the silver standard, wherein silver is

the legal tender, and (4) inconvertible paper, the value of which

continually fluctuates and is dependent entirely upon the stability of

the government’s credit.

The gold standard is used by Bolivia, Cuba, Costa Rica, Ecuador, Peru,

Porto Rico, Santo Domingo, Uruguay, the British, French, Danish and

Dutch West Indies and possessions.

The gold exchange standard is in use in Argentine, Brazil, Mexico,

Nicaragua and Panama.

The silver standard is current in Salvador and Honduras.

Inconvertible paper is found in Chile, Colombia, Guatemala, Haiti and

Paraguay.

The basis of exchange between countries depends primarily on the

relation existing between the gold value of their respective moneys, the

price paid being materially influenced by the condition of the balance

of trade and the social or political state of the country. For example,

with the balance of trade in favor of England, the price of exchange on

that country would go up a fraction of a point or so, while if a country

is in a state of political or economic unrest, or at war, the price of

exchange on it goes much higher than if conditions were normal. For

these reasons exchange in all countries varies daily, the price for the

day being decided upon the receipt of European cables from the home

institution. It will therefore be apparent that it is impossible to

determine a fixed rate of exchange for any definite period. By buying

when exchange is low and selling when it is high, much money can be

made, especially if the sum involved is large. The United States did a

gross business with Latin America in 1912 of $526,468,815, practically

all of which was paid for by European exchange. Assuming that the

commission charged was one-half of one per cent., the cost to the

American merchant would be $2,632,344, which in itself is a strong

argument for American banks in these lands.

Furthermore the home offices of all of these European banks having

branches throughout Latin America, have had in mind the rendering of

financial assistance to the home merchant or manufacturer. This was

especially true of the German organizations, which were designed to

foster and facilitate commercial relations of all kinds abroad. In the

headquarters of these institutions, complete records and data are kept

regarding all overseas merchants, their credits and the financial

turnover of their business each year being known. As a consequence when

the exporter presented his shipping documents at say Hamburg, the bank,

should he so desire, knowing the rating of the importer, discounted the

bill, and for the service rendered charged a commission, while the Latin

American customer had the benefit of the time agreed upon for payment,

according to the terms of the sale. Compare this perfect system of the

banks extending courtesy to the exporters and the importers with the

American policy of “cash against documents” and we see another vital

reason why the Europeans succeeded in their conquest of these markets.

The American manufacturer with small capital was handicapped. His

business demanded a quick turnover; he had no way of ascertaining Latin

American credits and no American banking connections to accept his

export shipping documents at a discount. As a consequence, the door of

this trade was closed to him and his productions.

Owing to the fact that gold coin is bulky and heavy to transport and

paper money of a foreign nation always worth as a rule much less than

its face value, a traveler is accustomed to carry what is known as a

Letter of Credit. This is a document issued by a bank to a person or

concern authorizing him or it to draw on the bank or its correspondents

drafts for the whole or any desired part of the sum named in the Letter

of Credit, by means of sight or time drafts. Customary means to prevent

forgery of the holder’s signature are provided. On presenting this

document to the bank’s foreign correspondent, the sum desired is

advanced in the money of the country or in the monetary terms expressed

in the Letter of Credit. These Letters of Credit are always time limited

and are made against cash or some suitable guarantee to the bank issuing

them.

In traveling in South America it is advisable to have two different

Letters of Credit, one in Pounds Sterling and the other in Dollars. In

Central America, Venezuela, Colombia, the British, Dutch and Danish West

Indies it is often more advantageous to use dollars when buying exchange

or getting cash on the Letter of Credit, while in Chile, Argentine,

Brazil and Uruguay, pounds sterling are better. Before selling exchange

on your Letter of Credit or realizing money on it, always visit the

banks and see which one offers the best rate and whether English or

American gold is in demand. By taking advantage of these conditions much

money can be saved in the course of a long trip. The opening of American

banks in Latin America will do much toward making the dollar popular and

travelers are advised to take out letters of credit through United

States banks with local branches in these lands.

It has been the understood custom for the correspondent banking house on

whom a letter of credit was drawn to give the holder all information

desired as to the rating and financial standing of local merchants and

to aid him in every way possible. This was done in theory more than in

practice. Assuming that your letter of credit was on an English bank in

Buenos Aires, and that you were selling cotton goods, it would be most

natural for the bank manager in Argentine to evade all direct

information as to a possible customer’s standing, especially if his home

institution had been discounting bills for a good client in England

drawn against the local merchant. This is generally the attitude of bank

managers in competitive lines and particularly when there is a tendency

to cut into the trade of their customers. In this regard they can hardly

be blamed for they are really protecting their patrons. If however, one

is selling flour, or something which England cannot produce, the desired

information is given fully and freely and every assistance rendered.

Native or private bankers are not so reliable or as trustworthy sources

of information.

In only two or three South American countries are there responsible

commercial agencies; therefore, after getting what data you can from the

bank it is always well to verify it by any other means at hand.

Customers will often give references either in Europe or America as to

their standing, which should be corroborated. Inasmuch as you desire

information as to your clients’ credit and standing, you should be

equally willing to establish the reputation of your house and to that

end should assist as much as possible in supplying whatever facts in

this connection may be wanted.

To illustrate the insufficiency of our knowledge regarding Latin

American credits, let me cite a personal experience. At the beginning of

the war in Europe, one of the largest daily papers in Buenos Aires was

refused credit for less than $100.00 a week of cable news, because there

was no really reliable means in New York of satisfying the manager of

the foreign press agency that the paper was of the highest financial

standing. A moratorium had been declared in the Argentine and Europe and

at that time no direct banking connections existed with the United

States. This condition of affairs only served to make the New York

manager insist that the service be paid for weekly. He was absolutely

unwilling to extend credit for even ninety days, provided the paper paid

the cable tolls in Buenos Aires, which it had offered to do. The

publication, its plant, equipment and the building it owns and occupies

are easily worth $5,000,000. Furthermore it is eminently responsible and

reputable. With all the manifold resources of a great, wealthy

newspaper, it was absolutely impossible for it to remit money to the

United States to get the war news so essential for its readers. Cables

to Europe were cut, as the world knows, thereby preventing it from

getting reports from this source. Its position was desperate. After

finding that efforts to obtain the desired service from the press agency

were useless and that no credit would be extended, the South American

editor, in despair, cabled me, and I financed the paper for five months,

paying weekly the bills incurred. With the opening of the National City

Bank in Buenos Aires, remittance in full with interest was made for the

money I had advanced, the draft sent me being one of the very first

issued by that institution. This American news association had a great

opportunity to establish a profitable connection in a country where a

service of this kind is badly needed, for the favorable attitude of the

press is of the greatest benefit in developing both business and

friendly relations between nations. Instead of taking advantage of the

situation, the position it assumed has positively hurt us as a nation.

One of the things to be met and overcome is the question of long

credits. European merchants originally extended much time to reliable

customers. Instances are on record of from twenty-four to thirty-six

months being given. Goods were often shipped on consignment. The

tendency of late, however, as business became established in these lands

has been to curtail credits. This condition is one which demands

delicate and diplomatic handling and very naturally will be materially

controlled by circumstances. European banks were organized, as

hereinbefore explained, to discount long time paper, provided the drawer

and the drawee were considered good risks. The Federal Reserve Act,

however, falls short of helping us in this regard for the life of a

foreign negotiable draft is limited by it to ninety days.

Long credits are not to be encouraged. They were excusable in the age of

the sailing ships and poor banking facilities, but with the quick

transportation service of to-day are unwise and unnecessary. Under no

conditions should more than six months time be allowed and that only for

some special line dependent upon some future contingency, such for

instance as crops—agricultural machinery being a good illustration.

Staples and necessities require less time to dispose of and ninety days

should be ample. If possible it might be wise to get the customer to

agree to pay one-third of the invoice on receipt of shipping documents

and the balance in sixty or ninety days. On overdue accounts, the Latin

American merchant has always been accustomed to pay a good rate of

interest.

XXVI

PACKING AND SHIPPING

The method of packing goods intended for the export markets of Latin

America is worthy of the greatest study and the most serious

consideration. Poor and improper packing, so characteristic of American

made goods, has caused us the loss of much business, and wherever I have

been in these countries it has formed the subject of much unfavorable

comment and highly warranted criticism. Of late there has been a slight

tendency toward improvement in this really important branch of the

foreign trade, but there is still much opportunity for bettering

conditions in this regard.

In the United States with every forwarding facility, the largest, best

and most complete transportation systems on earth, we are prone to think

of the rest of the world as being similarly provided with modern methods

for handling goods. The fact is that the burro, the llama, the camel,

the elephant, the coolie and the Indian are yet the greatest common

carriers, and it will be many, many years before the shrill whistle of

the locomotive will supplant the jingling bells of the pack train, or

the slow moving caravan, in the outer edges of terra firma. In Latin

America to-day, in proportion to its size, there are comparatively few

railways, and fully another century will elapse before it possesses half

the amount of mileage that we have at present in the United States. This

is primarily due to the scarcity of population and secondarily to the

inaccessibility of many of its interior towns, built in early days in

remote and secluded spots so as to be free from the frequent invasions

of buccaneers, as were the coast cities, or for the purpose of being

near some rich mine or fertile agricultural district. The narrow

mountain trails that wend their circuitous and tiresome way along the

gigantic buttresses which Nature has so profusely placed throughout this

part of the world are the only routes to these inland cities. As a rule

they are hardly wide enough for two mules or pack animals to pass,

except at certain localities. On one side they are bounded by the walls

of snow-tipped mountains, which raise their majestic heads into the

clouds, while on the other yawning abysses, hundreds, sometimes

thousands of feet deep, open their gaping mouths, along the bottom of

which winding watercourses wend their way to the sea.

[Illustration:

_Photograph by Underwood & Underwood_

A Pack-train on the Andes Trail in Colombia

“In the United States with every forwarding facility, the largest,

best and most complete transportation systems on earth, we are prone

to think of the rest of the world as being similarly provided with

modern methods for handling goods. The fact is that the burro, the

llama, the camel, the elephant, the coolie and the Indian are yet

the greatest common carriers”

]

Many of the ports of Latin America are open roadsteads, such for

instance as Mollendo, Peru, one of the gateways to the interior of that

country and Bolivia as well. At certain seasons of the year it is almost

impossible for one to land and I have known of vessels to wait as long

as six weeks before getting their cargoes discharged into the rolling,

tossing lighters which continually thump and smash against the side of

the ship. After the lighters are loaded, they in turn have to wait days,

weeks and often months before a favorable opportunity arrives for

getting their contents ashore. Without being conversant with these

conditions one can hardly realize the strain and pressure exerted upon

packing cases at such times.

After the goods have been brought to land by the none too gentle

longshoremen, they are opened by the customs authorities and examined,

and are then placed upon trains for forwarding into the interior points,

for practically all these ports are the terminus of some railway leading

into the remote inland districts. When they have gone as far as the

train can take them, they are then consigned to the tender mercies of

the muleteer, aided and abetted by the llama, burro or mule, and may be

weeks on the road to their final destination.

The varying climatic changes to which they are subjected should also be

given due consideration. Leaving the ice-bound northern ports of the

States in winter, they come through the storm tossed waters of either or

both oceans to the port of disembarkation, where for days they may rest

under the broiling tropical sun. As they follow their path to the

interior, on train and by beast of burden, they pass through torrid heat

and tropical rains, across wind swept plateaus, through sand and snow

storms, sleet and hail, above the clouds in high altitudes, and down

into green valleys, across swollen streams, and on again up the sides of

steep canyons, and through gloomy woods. Each night they are unstrapped

from the animals’ backs, and roughly thrown on the ground along the

trail or in the filthy barnyard of some mountain hospice. Before the

stars have stopped their twinkling in the early dawn they are again

piled upon the backs of the unwilling, resisting beasts and the dreary,

wearying, monotonous march resumed.

Custom has decreed the exact weight each burro, llama or mule will carry

and let me add that these animals know to a nicety their load, and are

life members of a union that prohibits its initiates from carrying more

than is expected of them. Attempts to overload bring forth growls,

groans and moans, and if these signals of protestation are overlooked by

the attendants, the animal flatly refuses to budge, until the burden is

made the standard union size, a condition of affairs that must be

extremely satisfactory to the cause of labor.

Selling Latin America: A Problem in International Salesmanship. What to Sell and How to Sell It · 第 12 / 17 段