Manawatu Evening Standard. TUESDAY, MAY 20, 1930. EMPIRE TRADE.

Manawatu Standard, Volume L, Issue 146, 20 May 1930, Page 6

Manawatu Evening Standard. TUESDAY, MAY 20, 1930. EMPIRE TRADE.

I Tife Royal Empire Society lias, since its formation, been responsible for some very able addresses at its periodical luncheons, delivered by Britain’s foremost men in commercial and jiolitical circles. Among 1 the latest to render service in this respect was Mr Francis W. Goodenough, G.8.E., chairman of the Government Committee on Education for Salesmanship, who delivered an address on “Salesmanship as a Factor in Empire Trade” at the Society’s lunclieon recently. The committee of which Mr Goodenough is chairman has not been lons’ i ll coming to the conclusion that Britain has lost and his losing- ground in the markets of the world, absolutely in some direci tions, relatively in others, and that as a result some of her trades are suffering from serious depression and the labour market is overstocked. For that reason the committee has had published an interim report on British marketing overseas, calling attention to the grave facts of the situation; and explaining why the committee was taking every op--1 port unity for bringing those facts to the attention of commerce and industry, of education and of the community as a whole. In calling attention to these facts Mr Goodenough said he might be charged with giving voice to pessimism and spreading a spirit of defeatism. That was an incorrect view of the position. The idea was to fact facts with a view to seeking the remedy for them in the confident belief that a remedy could be found which was not the act of a foolish pessimist but of a sane optimist. To advocate action towards the application of the necessary remedy was to lay the foundations for victory and to inculcate the spirit of victory. It was only by earnest thought based upon thorough knowledge of the facts, by skilful organisation, by careful planning, and by energetic and persistent action that victory could be won, and Mr Goodenough urged his audience through an earnest study of the facts to realise where tiiey stood at present. Britain to-day, he pointed out, was supplying only 11 per cent, uf the world’s purchases of imported goods, as compared with II per cent, in the year before the war, so who would be so foolish to contend that all was well with our commercial and industrial enterprise. ‘‘Who thinks it wiser,” he asked, “not to advertise our unsatisfactory position by discussing it publicly when, to take the instance of one trade only, in such a pro-British coun-

try as Argentina, more tlian 90 motor-cars out of every 100 advertise the success of North American enterprise in the streets of Buenos Aires; when so intensely British a country as New Zealand buys only 12 British cars out of every 100 she imports; and when the same sorry tale is true of Australia and of South Africa and of India, to say nothing of the neutral markets of Europe and Asia. It is good to know that steps are at last being taken to remedy this state of affairs in the motor trade to some extent, but there is surely something wrong with our commercial organisation and outlook and enterprise when such obvious and other less outstanding, but very important opportunities for trade overseas could be so long neglected and allowed to be exploited by our competitors.” An Empire aspect of the question stressed was that it was good for the relations between the Motherland and the Dominions that they should have evidences of the former’s slackness and conservatism and lack of efficiency constantly before their eyes, the argument advanced being that children were very keen critics of parents, and signs of incompetence, dullness of outlook and feebleness of action on their part made for lessening of respect and an indifference on the part of the sons and daughters that were very detrimental to unity and progress. Mr Goodenough appealed to his auditors not to give Britain’s offspring cause to think they were a played out, effete old country.

COSTS OE PRODUCTION

It is -well-known that one factor in causing the diminished trade of Britain is the high cost of production. Her competitors whose workmen have longer hours and lesser wages, and fewer industrial disputes, have been able to market goods considerably below' the cost in the Homeland. This problem has given British statesmen much concern. It can be said that the late Conservative Government did much to grapple w'ith it, and it is just a point whether their good work is not being undone by the present Administration. Touching upon the high cost of production, Mr Goodenough questioned whether the people of Britain had done all they could to bring about practical co-opera-tion between Capital and Labour for the purpose of increasing the efficiency and volume of production, and whether everything possible had been done to create that eagerness to produce more wealth for the benefit of both that characterised employers and employees alike in the United States. Initiative, he pointed out, must come from the organisers and directors of industry. Great results were anticipated from the Melchett-Turner conference, and it was urged that as speedily as possible tney should do everything to make their methods of production and of management as scientific as possible. The vital importance ot scientific salesmanship was an important point stressed by the speaker, who voiced the opinion that, unless they woke up forthwith to the prime importance of selling, they would find themselves going out of the business of making. _ The nation had to organise itself from top to bottom tor business—for scientific manufacture, scientific management, and scientific marketing—or be beaten by those who did. But there was no doubt as to the ultimate issue. “We are going to win—as soon as we have awakened to the needs of the situation,” said Mr Goodenough, who, developing liis theme, pointed out the need for education to produce men of character, wisdom, enterprise and action; men who possessed the power to think and judge, plan, organise, lead and act. The teaching profession, parents and the rising' generation must be taught to realise that commerce was essentially a calling which must for its ultimate success. be based upon the highest ethical principles, and was worthy of education on the highest plane. “Salesmanship as we see it,” lie said, “is a prime function of direction and supreme management. It is obviously the foundation and core of commerce. The first and last and constant object of commerce is to market goods or services to the mutual profit and lasting satisfaction of buyer and seller. Education for salesmanship is, therefore, education for commerce on its creative, organising and executive sides, and, in fhe words of Lord Eustace, ‘covers the whole field of higher education.’ ”