THE CUBA R E J- I E IV 



Salesmanship Reveals Unrealized 

 Demand 



The art of salesmanship is not developed 

 in Latin America to the extent that it is 

 in the United States and some other coun- 

 tries. In a certain city of Latin America, 

 American and British oil companies deliv- 

 er their products to the ultimate consumer, 

 and one or two of our manufacturers of 

 sewing machines, typewriters, and cash 

 registers cover their fields with great thor- 

 oughness; but with these exceptions it may 

 be said that nothing else is really sold in 

 this locality. Other commodities are left 

 on shelves awaiting the unsolicited calls 

 of purchasers. 



The possibilities of a different style of 

 merchandising were well illustrated during 

 the recent visit of a representative of one 

 of the largest makers of American paints. 

 He first canvassed the dealers, all of whom 

 were concerned principally with the hard- 

 ware and drug business. Paints constituted 

 only a small part of their total turnover. 

 None of them had any special knowledge 

 of paints; none could tell how much paint 

 would be required for painting a room, a 

 house, or a barn, or what kind and quality 

 was best for each purpose. They did not 

 even know who were the principal con- 

 sumers, but they all "knew" that there 

 was no demand for paint and that at the 

 prevailing rates of exchange it was im- 

 possible to make any purchases whatever. 



Instead of reporting to his employers 

 that there was no business to be had and 

 leaving the city, this man, who is a real 

 salesman, turned to the consumers. The 

 managers of the street-railway companies, 

 the harbor works, a coastal navigation com- 

 pany, a flour mill, and one of the railroads 

 were unfeignedly glad to find some one 

 who could give them real assistance in 

 their paint problems and spent many 

 hours going over detailed specifications and 

 determining the most economical methods 

 of obtaining desired results. Every one 

 of these large consumers stated that no 

 one had ever solicited this business or of- 

 fered to explain the advantages of using 

 any particular kind or quality of paint. 



The American traveler sold more than 

 $5,000 worth of paint in a market which 

 the dealers reported as being absolutely 

 dead, and also received the promise of 



a large order from the railroad company, 

 to be placed at its next purchasing period. 

 Even two of the dealers became very 

 much interested in his illustrations of ar- 

 tistic color combinations and gave him per- 

 sonal orders for paints for their own resi- 

 dences. 



When the salesman had demonstrated 

 that paints could be sold in this place 

 he took up the matter of appointing an 

 agent and finally came to an agreement 

 with a business man, who was so much 

 impressed by the methods used and re- 

 sults obtained that he hired a salesman 

 to devote his entire time to the new paint 

 department of his business. 



It is believed that there are numerous 

 other lines in which modern, thorough 

 salesmanship could develop business where 

 it is said not to exist. — Commerce Reports. 



Cuban Firm Will Buy Tapioca Flour 



A firm in Cuba is interested in the im- 

 portation of pure tapioca flour from the 

 United States. Direct communication with 

 a reliable manufacturer or a New York 

 exporter is desired. Further information 

 may be obtained from the Foodstuffs Divi- 

 sion of the Bureau of Foreign and 

 Domestic Commerce. 



Motor Spirit in Cuba 



It is reported that "Motor Spirit." with 

 a base of alcohol obtained from the 

 sugar mills, has become an important factor 

 in Cuban automotive development, and is 

 expected to increase in importance with the 

 construction of additional distilling plants 

 in the mills and the extension and improve- 

 ment of highways. 



Nearly every garage in Havana is now 

 equipped with two automatic fuel pumping 

 units, one for gasoline and one for motor 

 spirit, it is stated. 



A year ago "Motor Spirit" retaileil in 

 Havana at 18 to 20 cents per gallon in 

 competition with gasoline at 36 cents, 

 while at the present time the new fuel sells 

 for 24 cents against 37 cents for gasoline. 



