Growth by association: we may or may not be "what we eat," but we are probably going to end up being like the people we like working for.

• Author: Wiesner, Pat
• Position: Sales pitch techniques, importance of mentors - Brief Article - Column

IT WAS ONE OF THE MOST IMPORTANT SALES CALLS OF THE YEAR. It took place in Chicago at the offices of one of the most prestigious advertising agencies in existence. There was to be a room full of account executives and media buyers, and the two presenters were early so that they could set up their presentation of flip charts and slides.

The presentation was for a lot of marbles because the agency had the most accounts of any agency in the territory that could buy advertising from these salesmen.

The junior of the two was really nervous because this was his first really big show. He busied himself setting up equipment, thinking it would make him feel more comfortable.

At the appointed hour, the room filled up with important people.

The senior salesman greeted each and made some small talk while the junior one quietly checked his notes just one more time, hoping against hope that his small part would go well and all questions would be directed to his mentor.

About a dozen people sat around the conference table and the carefully set-up electronic equipment. The room quieted and the senior salesman began to speak. The young salesman knew it would be his time to talk in about five minutes, and he wondered if he would have a heart attack first, his heart was beating so fast. The certainty of an attack became clear immediately The newer salesman's boss was saying something the younger man had never heard before and didn't expect.

"We have come here today to tell you about our magazine, and all the reasons that you should buy full advertising schedules for all your accounts with us," the older man said.

"This presentation is planned to last just thirty minutes. But I know that you have been giving thought to these decisions and that you have been using our magazine this past year. So, if you have already decided to advertise...