methods conducive to the production and utilization of cattle and stable manure, especially whenever intensive methods of farming are adopted.

The districts near Cape Town, on account of the somewhat colder climate, offer better prospects for the sale of spreaders than any other section of South Africa. A growing number of farmers build shelters for their cattle to protect the animals against the cold winter winds. These shelters, however, are limited to stacks of straw in the paddocks, near the farmhouses, in the shape of a broad U. In the best dairy districts, where high-class dairying and pedigreed stock is kept, suitable buildings have, in a few cases, been erected. As this practice increases the possibility of selling a few spreaders in South Africa will become greater.

V. TRADE METHODS AND SUGGESTIONS.

The distribution or sale of farm implements and machinery in South Africa, generally speaking, is carried out on lines similar to those followed in the United States. The importers, so far as they can, sell to the country dealers on some mutually agreed terms of sale, giving them ordinarily a discount of 15 per cent from the net catalogue prices, for invoices to be paid in three or four months, as may be agreed upon. A 5 per cent extra is allowed when they pay cash in 30 days. When goods are sold through dealers, importers often reserve the right to sell directly to farmers in their territory, but in general, when this is done, a commission on such sales is paid to the dealer. While implement dealers are found in the principal agricultural sections of South Africa, importers often find it necessary to sell directly to farmers.

Farmers in South Africa usually take a good deal of time to pay for their purchases of farm machinery, but on the whole the situation there is at least as satisfactory as in the United States.

South African importers of farm machinery deserve commendation for the satisfactory manner in which the business is conducted, the more so when one considers the difficulties they are often called upon to meet. The South African firms in this trade are well managed and quick to respond and cooperate in the carrying out of any trade-promotion undertakings. The most practicable way for American manufacturers to do business in South Africa is to deal with them. The trade is not yet large enough, and the number of implement dealers is altogether too small, to justify any other means of selling farm machinery in South Africa.

It is generally assumed that three or four importers do from 75 to 80 per cent of the business in farm machinery. Besides these, however, there are a number of firms doing a limited trade. Conditions are such that the smaller importer may easily grow in importance when supplied with the right kind of goods and given the proper backing by manufacturers. The unsuitability of the lines they handle is the chief handicap operating against their expansion. There is no room in South Africa at present for any more importers nor, it may be said, for American manufacturers new in that business, unless they intend to give very particular attention to the requirements of the country. Those who decide to do so, however, will find that South Africa offers a relatively attractive and profitable business field.

CATALOGUES AND CORRESPONDENCE.

It is important to take into account that the South African firms interested in the importation of agricultural machinery and implements are generally of high standing and figure among the largest

concerns doing business in the country, even though their business in implements may be small. They are always to be considered in the class of jobbers and not in that of retail dealers. It is evident, therefore, that in soliciting the patronage of such firms strictly high-class business methods should be employed.

American manufacturers who are new in the South African trade may use catalogues and correspondence to advantage to ascertain the possibility of interesting importers in their goods. Catalogues in English will serve for this purpose. To be fully effective, they should contain straightforward descriptions and clear illustrations of the machines. Specifications of the principal parts, indicating the materials of which they are made, the sizes in which they can be furnished, and net weights, should also be given. Cubic measurements, the gross weights of the machines boxed for ocean transportation, and the number of machines packed in each box are very essential details. It will be advantageous to include in the catalogue or price list code words for cabling purposes, for each type and size of machine. Prices f. o. b. steamer New York should either be set forth in the catalogue or given separately. It is most important that the catalogue and price list contain all necessary information, so that the importer may not be deterred from ordering by reason of the absence of some essential data. It will be found advisable to write a letter, by the same mail in which the catalogues are forwarded, giving all necessary information of a confidential nature, such as discounts, terms of sale and payments, etc.

In writing follow-up letters, after the catalogues have been sent, sufficient time should be allowed to give the importer an opportunity to acknowledge receipt of the previous letter. In normal times, 90 days should be reckoned as necessary to obtain a reply from South Africa. The character of the firms to which follow-up letters are addressed should not be ignored. The sensational type of follow-up letter, even if it has often proved successful with farmers and small dealers in this country, is not likely to be the best to write to South African importers. As a rule the concise, courteous, well-constructed, and convincing business letter that one up-to-date business man sends to another will prove most effective. It is difficult to account for the fact, but it is nevertheless true that many persons in South Africa are inclined to believe that some American firms make extravagant and exaggerated claims in offering their goods. The best way to overcome this impression is to adopt a straightforward style of business English, with letters and catalogues containing all the essential information that the recipient must have to consider intelligently the proposition embodied therein.

It has often been found that price lists and catalogues did not correspond with each other, and as a consequence the foreign buyer has had a good deal of difficulty in finding out the price of machines in which he was interested. The question has often been asked why prices can not be given in the catalogue itself, instead of issuing separate price lists, the more so as it is customary in the implement trade to cover all prices with discounts ranging from 20 to 50 per cent. While there may be some argument against doing this in the domestic trade, the fact that the importer resides many thousand miles away from the manufacturers, and that he handles 1276°-17-No. 146-11

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implements as a side line, should suggest the advisability of sending catalogues with the prices printed in them. The more easily he can obtain the information he requires the greater his interest in the business will be. Whenever a catalogue makes any reference to attachments with which a machine can be equipped their prices also should be clearly given, as well as net and gross weights and cubic measurements.

It is not recommended, as a means of creating a demand in South Africa, that manufacturers should send catalogues or circulars direct to farmers. The only satisfactory way for American manufacturers of implements to sell their goods in that country at this time is to take advantage of the selling organization possessed by importers and merchants. Even if some sales were made as a result of sending catalogues and letters direct to farmers, an all-around satisfactory business could not be created, because of the difficulties that the purchasers would experience in obtaining repair parts and competent advice whenever anything went wrong with the machines.

The manufacturer must always realize that no matter how popular and favorably known his goods and his firm may be in the United States, in most cases this will not be true in South Africa. his correspondence and catalogues, therefore, he should avoid taking anything for granted. The more detailed information he gives, tending to prove the good points in his line, and the less he says in an abstract way (such as unsupported statements that his goods are the best made in the world) the greater the effectiveness of his printed

matter.

SALESMEN.

The use of catalogues and correspondence is by no means recommended as the most effective way to sell goods in South Africa. The best procedure for a manufacturer, whenever he produces suitable goods, is to send a capable representative to that country. Before doing so, however, he will be well advised to undertake a careful campaign, with the aid of correspondence and catalogues, to make the South African importers well acquainted with his name and his goods. In this connection every effort should be made to ascertain what interest his goods have created. This will assist the representative very greatly when he personally calls on the trade.

The time is past when the only equipment of an implement salesman endeavoring to get business in South Africa consisted of a catalogue describing and illustrating the goods he was selling. South African importers will require to inspect a sample machine before giving an order of importance. From a trade-building viewpoint, when an agency is established solely with the aid of catalogues the salesman is at a great disadvantage as compared with the salesman working with sample machines. In the latter case, the salesman has an opportunity to point out fully and effectively the advantages of his line, and this knowledge will enable the importer thenceforth to offer the goods to his trade in the most practical and persuasive way. When the salesman is not in a position to describe the features of his goods to the importer with a sample machine before him, either in the office or in the field, the importer will have to become conversant with the selling features of the goods as best he may when the implements are received, without the

assistance of the factory salesman to indicate the particular points of superiority and advantage that the goods may have. To provide the salesman with sample machines will inspire the importer with the belief that the manufacturer has complete faith in the goods; otherwise he would not incur the expense that this involves. In a great many instances this belief will be conducive to the success of the sale.

Manufacturers who have already shipped goods to South Africa, but desire to increase their business by sending a representative to that country, need not, ordinarily, provide him with samples, since it should be quite expedient for him to obtain one of his machines there in case of necessity. It is obvious that samples of an entire line need not necessarily be carried. What is required is several representative machines, showing general quality and workmanship.

In addition to sufficient ability and experience to consummate a deal, including the securing of the order and the drafting of a contract stipulating the basis upon which an agency is established, the salesman should possess the necessary knowledge to thoroughly instruct the buyers, and those persons in their staff who will have to do with the sale of his goods, concerning the construction, operation, adjustments, and selling features of the machines sold. The number of houses in South Africa exclusively devoted to the sale of farm machinery may possibly be counted on the fingers of one hand. A larger number of firms handle many other lines besides implements, although they maintain a separate department for their sale. In a good many cases, however, no pretense is made of having, either at headquarters or among the field sales force, men who know very much regarding farm machinery in particular. It is evident, therefore, that the manufacturer who desires to build up properly a profitable and increasing business will find it to his advantage to cooperate with his agents in South Africa by giving them all possible assistance in the effective and aggressive selling of their goods. The manufacturer's representative on the ground is the person best qualified to do this work. As frequently as possible he should give field demonstrations, so that his agents' salesmen and dealers may become conversant with the merits of the machines as brought out by actual operation. Nothing has ever stimulated so much the demand for implements as the field demonstrations given by representatives of American and Canadian firms when implements were first beginning to be sold in South Africa.

The remark has often been heard that the salesman who will take his coat off to show how an implement works loses the respect of the trade as a business man. The writer ventures to assert that the contrary will be true in almost every case.

The success or failure of any manufacturer attempting to create a market for his goods in South Africa hinges chiefly on the character of the representative he sends to sell his goods and otherwise to foster a demand for them. The first essential is that he should enjoy the full confidence of his principals and have full authority to agree to make such changes as may be indispensable in the adaptation of the goods to the requirements of the trade. Confidence in the salesman's good judgment in this respect should be such that whatever recommendations he makes will be strictly adhered to. A salesman