march 1990

Your line employees could be some of the best salespeople you have. After all, who knows the product better than the folks who make it?

When J. W. Kisling, CEO of $26-million Multiplex Co., in Ballwin, Mo., gives tours of the beverage dispenser manufacturing facility, he stops by a workstation and asks one of the company's 120 factory employees, "How about explaining to us what you're working on?"

Why? "It impresses a customer to see our employees are able to explain what's going on around them. Everybody's a salesman here." It's difficult to measure how much business this tack brings in, but with customer comments like "These guys really know what they are doing," Kisling's sure it hasn't hurt revenues one iota.