Meanwhile France is seeking immunity from any future coal crisis by
developing a system of hydraulic power which will not only be
economical, but will also help to cut down her imports. It is just one
more phase of the ever-widening programme of Self-Sufficiency.

Despite our past blunders, our present lack of organised initiative, and
the efforts toward Self-Supply, the future holds a large business
opportunity for America in France. As a matter of fact, half of the
selling work is already registered because the French are eager and
anxious to do business with their great sister democracy across the
sea. It is, therefore, up to the American exporter to capitalise the
needs of the nation and the good will that it bears toward us. But it
must be done now.

For one thing, it cannot be achieved without constructive co-operative
work. Groups of exporters must organise and establish offices in Paris
and elsewhere in France. The reason for this is that the Frenchman
abhors the fly-by-night salesman: he likes to feel that the man with
whom he is trading has taken some sort of root in his midst.

With organisation must come knowledge. Why did the Germans succeed so
amazingly in France? Geographical proximity and the Frankfort Treaty
helped some, but the principal selling power he wielded was that he
lived with his clients, found out what they wanted, and gave it to them.
If a French farmer, for example, wanted a purple plough share fastened
to a yellow body, the German assumed that he knew what he wanted and
made it for him. The average American exporter, on the other hand, has
always assumed that the foreign customer had to take what was given to
him. For this reason we have failed in South America and for this