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CEOs must spend a certain amount of their time in the trenches, to learn first-hand how the business is going. Time spent on the road with the sales force is especially valuable. Executives learn whether the sales team knows its prospects and sets reasonable expectations; how much the salespeople know about the product, particularly in ways that differentiate it from the competition; whether the sellers keep abreast of changes in customers' businesses; and if the salespeople feel they have a stake in the business.

Mackay Envelope Corp. of Minneapolis has gained steadily in sales and market share by stressing salesmanship and focusing on the individual customers. Through building personal relationships and through research, Mackay develops elaborate files on customers and potential customers - not only business data but also information on each contact's education, family, particular interests, and life-style. The goal is to focus on the individual across the table. Such attention to detail requires well-trained, alert salespeople. Harvey Mackay himself spends evenings with candidates and their spouses and tests them with long telephone conversations. Once hired, they routinely take Dale Carnegie and Toastmasters courses. The company rewards top performers for collaborative work as well as for landing big contracts.