Reading

Text 1. Getting connected in Columbia1

A bank in Bogota, Colombia decided to improve its computer communica-

tions system. The top sales manager of a young but successful communications 

company in the United States wanted to get the Colombian account. The sales 

manager, Peter Knolls, was a young man with an excellent background in comput-

ers and U.S. sales. He had been one of the original partners in this small communi-

cations company. 

From his office in Chicago, he started to look for the right person to contact. 

He called several people in the Colombian bank but wasn't able to get a hold of the 

person in charge of the account. He decided to call the Colombian Association of 

Banks. The association coordinates bank business and encourages foreign invest-

ment. It also acts as a third party to introduce foreign contacts. An agent of the as-

sociation named Roberto Coronas as the key contact of the Columbian bank for the 

account. The agent then suggested they all meet together in Colombia. Knolls, 

wanting to be certain that a trip to Colombia would be worthwhile, asked the agent 

for Coronas' phone number and called him immediately. He introduced himself to 

Coronas and began to explain how his company could develop the best computer 

system for the bank. Coronas suggested they meet each other in person to talk fur-

ther. 

Before leaving for Colombia, Knolls sent a brief letter to Coronas describing 

his company and its interest in doing business with the bank. He also sent his com-

pany's credentials. These included a profile of his company with all the necessary 

financial information from the past two years and some references from satisfied 

clients. This information would show what a good reputation the business enjoyed 

in the United States. 

Knolls went with the agent to meet Coronas in person. After a brief introduc-

tion, Coronas suggested that the two men have dinner together that evening. At the 

dinner the sales manager was ready to talk about business, but Coronas wanted to 

talk about general topics, such as business friends and Colombia's literary and cul-

tural history instead. Knolls said his interest was in business, not in the arts. The 

young man explained how he had independently developed a successful communi-

cations business without any special help or connections. He did not make a good 

impression on Coronas. 

At the end of the evening Coronas said they should stay in touch, but he 

never contacted Knolls again. 

Comprehension 

1. Circle the words that are most similar in meaning to the words in ital-

ics (taken from the story)2

.1. A young but successful communications company in the United States 

wanted to get the account to develop a new computer system for the bank. 

a. Businessman 

b. Money 

c. Job 

2. He had an excellent background in U.S. sales. 

a. Experience 

b. Time 

c. Interest 

3. Peter Knolls started to look for the right person to contact. 

a. Touch 

b. Speak to about the business 

c. Be friends with 

4. He called several people in the Colombian bank but wasn't able to get a 

hold of the person in charge of the account. 

a. Understand 

b. Hug and kiss 

c. Speak to 

5. This association acts as a third party to introduce business contacts. 

a. Independent group 

b. Large dinner 

c. Businessperson 

6. The association identified Roberto Coronas of the Colombian bank as 

the key contact for the account. 

a. Person who introduces 

b. Person who gives information 

c. Most important person 

7. He sent the company's credentials. 

a. Description of qualifications 

b. Credit cards 

c. Description of beliefs 

8. These included a profile of his company with all the necessary financial 

information from the past two years. 

a. Picture of the company 

b. Description of the company's history and accounts 

c. Description of the company's employees 

9. He also sent some references from satisfied clients. 

a. Dictionaries 

b. Letters recommending the company 

c. Products

10. This information would show what a good reputation the business en-

joyed in the United States. 

a. Standing or position 

b. Look 

c. History 

11. The young man explained how he had independently developed a ma-

jor communications business without any special help or connections. 

a. Family 

b. Knowledge 

c. Friends with power 

12. He did not make a good impression on Coronas. 

a. Make an imprint 

b. Paint a nice picture 

c. Have a positive effect 

2. Answer the following questions and share your answers in groups. 

1. Why do you think it was difficult for Knolls to contact the right people 

over the phone? 

2. Why do you think Knolls sent information about his company before the 

first meeting? 

3. Why do you think Coronas invited Knolls to dinner? 

4. What was the purpose of the dinner for Knolls? 

5. Why didn't Knolls make a good impression on Coronas? 

3. Answer the following questions and share your answers with a partner. 

1. What did Peter Knolls, the U.S. sales manager, first do to find out more 

about the Colombian bank? 

2. How did Knolls get introduced to Roberto Coronas, the Colombian 

banker? 

3. What kind of information did Knolls send to the bank before the first 

meeting? 

4. What did Coronas want to talk about over dinner? 

5. What did Knolls want to talk about over dinner? 

4. Problem Solving: Information Gap. 

Peter Knolls is wondering why Roberto Coronas never called back. You are 

to investigate the different cultural backgrounds of the salesman and the banker. 

Consult the Appendix and complete the chart below.

1. Is it more common to contact people 

and get information in person or on the 

phone? 

 

2. What are some ways to get intro-

duced to a company? Which way is 

most common or effective? 

 

3. In making initial contact, which is 

more important: the company or the 

person representing the company? 

Why? 

 

4. How important are personal connec-

tions? Why? 

5. How much time is spent on getting 

to know each other? Why?

In Colombia In the United 

States

1. What difference in the two men’s business styles had the most impact on 

their first contact? 

2. After the first dinner, what could Knolls do to improve relations with Co-

ronas?