Salesmanship As An Art

Waipukurau Press, Volume XXII, Issue 288, 19 November 1928, Page 3

Salesmanship As An Art

WHERE ENGLISH TRADERS FAIL

STUDYING THE MARKETS

A striking speech on the necessity for British traders to go out and study the foreign markets, and the art of world salesmanship, was made by Sir Malcolm Robertson, Ambassador to the Argentine, at a luncheon given to Viscount Burnham by the Incorporated Sales Managers Association, of which he is president. The occasion was the approaching depatture of Lord Burnham for India with the Simon Commission.

Sir Malcolm said there could be no manner of doubt that it was to salesmanship that they had to look for the spread of British trade abroad and for regaining the position which we held in the old days, and which we could most certainly hold again, in spite of what all the pessimists had to say. (Cheers). He had no fear of foreign competition if only they would go out to sell their goods.

Merchant Adventurers.

“I should like to see,’ ’he continued, “a great many more merchant adventurers. There seems to be a spirit of fear, almost of despair. But it is not necessary. We can compete, if only we go out and study the foreign markets and the art of salesmanship.”

The speaker said he had spent 30 years in the service of his country in 12 different countries, and the only thing which had struck him very forcibly was the great efforts that other countries made to extend the knowledge of their language, art and literature. That was done for trade purposes. The spread of a knowledge of the English language was fundamental if we were going to increase our business abroad. He had started the Argentine Society for the Propaganda of English Culture, and already had three classes of pupils. But he could not raise money for it. The City of London would not see that this propaganda was absolutely essential for the increase of trade. “You must teach people that we not only make bootlaces, but that we are a civilised nation. Then only will you get an expansion of our trade.” People abroad had ceased to look upon us as anything but a back number in commerce, and an entire back number in sport, and when it came to art, science, and literature, we simply did not exist.

His work in the Argentine . was commercial, and never in his 30 years’ exeprience had he received the imaginative and ready help from all Government departments which he got now. “You have got to sit up, take notice, and get busy.” Power of Broadcasting.

Viscount Burnham, acknowledging the tpast, congratulated Mr Goodenough on being appointed chairman of the committee set up by the Government on commercial education. National education was nothing if it was not a preparation for national life, and Mr Goodenough was about to show how best to adapt the educational system of the country to the work-a-day interests of our commercial existence. (Hear. hear). He thought they might look forward to the future of British trade with a reasoned and reasonable confidence. The power of British trade throughout the world could only be maintained by intelligent propaganda.

In these days they could not attach too much importance to the sublety of suggestion, and the fascination of colour. Who could tell what was going to be the emotion which would appeal most powerfully to all the races and communities of India? The Government of India knew well what was the povzer of the pictures. Wireless and broadcasting were practically non-existent in India. There were 140 languages, but when the language difficulty had been solved there was no doubt that in broadcasting there might be one of the most potent influences ever brought to bear on the population of India. Into whose hands was that instrument going to pass? He hoped we had learned the lesson of the past sufficiently that we might rely on British enterprise to grasp this opportunity with both hands. He could conceive of no means of promoting British trade better than broadcasting.