THE MODEST BRITISH MERCHANT
[To the Editor of the SPECTATOR.] SIR,—Since I have been in England, I have had the oppor- tunity of meeting a great many of Britain's leading manu- facturers—mostly those whose interests lie in Venezuela and South America—and what has impressed me is the modesty of the average British manufacturer where his own goods are concerned. British goods are of the best—we say and know that in Venezuela, but we are not told it by the Britisher himself.
Now that Great Britain is actively beginning to join in the race for South American trade may I be permitted to suggest one or two points ? Advertising is essential. Goods (even British ones) are not always sold on their merits, but more often by the perspicacity of the travellers. Moreover, repre- sentatives must have a full acquaintance with the psycholo- gical and social aspects of the people to whom they are selling.
It is British capital that has had a big share in making Venezuela, for her size, one of the- fastest growing countries to-day ; and in the same way British money has been largely instrumental in bringing her to the front of the world's oil producing countries. Her great cotton potentialities are only now being developed. It is not surprising, therefore, that the Venezuelan Government itself should display an interest in British industrial enterprise.
I myself shall be glad to give any information I can, and to further commercial intercourse between Great Britain and Venezuela—if the modest British Merchant will allow me.—
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