EUROPE: GERMANY. 137 



GLAUCHAU. 



There are no paper manufactories in my consular district. 



In regard to the course to be pursued in order to build up the ex- 

 port of paper, pulp, etc., from the United States to this district, I 

 give below a few suggestions. 



OUTLOOK FOR AMERICAN TRADE. 



The American manufacturer must at the outset find himself con- 

 fronted by the disadvantage of not knowing his customers, their 

 business methods, their business standing, or their requirements. 

 Therefore, let him deal with the export houses until he can establish 

 direct relations with the foreign market. But he must create a de- 

 mand for his goods on the export house by advertising, and perhaps 

 through agents, catalogues, etc. Eventually, it will pay him to have 

 in the foreign market a reliable agent familiar with the people, their 

 ways and habits and language, and thoroughly posted in his busi- 

 ness and possessed of the faculty of making friends. Such a man 

 might be found, qualified to act for several houses in different lines 

 cooperating in the investigation, thus minimizing the expense. 

 Seeking foreign business by means of circulars and catalogues, fre- 

 quently so imperfectly translated into the language of the country 

 as to be unintelligible, is a waste of money if not supplemented with 

 more direct efforts. Five minutes' talk, with a line of samples to 

 back it up, is worth five years' correspondence. Advertising in ex- 

 port journals will help to familiarize people with the various grades, 

 and is good for the purpose of fortifying the work of the local agents. 

 When the manufacturer has decided to enter a foreign market direct, 

 it is considered better to have one good agent in each city in place of 

 one man for the whole country. 



Attention must be bestowed on the price and quality of the goods. 

 American manufacturers should not fall into the error of assuming 

 that goods made for their own market will sell anywhere. German 

 manufacturers avoid this error. Goods, of no matter what kind, 

 should always be suited to the requirements. 



Goods sent to foreign markets, more especially at the outset 

 of business relations, should invariably be precisely what they are 

 represented to be. Failure on this score furnishes an excuse for 

 demanding additional discounts and evading payment, causes un- 

 pleasant friction, and oftentimes results in loss. 



The terms of sale are a vital point. The manufacturer who 

 wants cash in advance or even on consignment for his goods will 



