In this episode of Tapped In Sales, Bud and Mikey sit down with Joe Marcantel, COO of Daniel L. Jacob Distributing (DLJ) in Michigan. Joe shares DLJ's journey from struggling with internal profit tracking to transforming their sales strategy using VXP. We dive into how shifting the focus from volume to profitability empowered Joe’s team, sparked meaningful conversations, and boosted their bottom line—even in a challenging beer market.

Joe also talks about overcoming generational resistance to sharing financial data with reps, how VXP simplified goal-setting, and why understanding the "why" behind sales strategies changed everything for DLJ. Plus, stay tuned for some hilarious travel misadventures and a few stories about handsome Greg.

Key Takeaways:

🍺 Transparency Wins: Sharing data with reps helped them make smarter, profit-driven decisions.

📈 Volume vs. Profit: DLJ shifted from focusing solely on case volume to maximizing gross profit per case, leading to revenue growth even when sales volume was down.

🧰 Simplified Goal Setting: What used to take a week now takes an hour, thanks to VXP’s streamlined process for setting sales objectives.

📊 Visual Tools for Reps: Joe created charts showing how selling fewer cases of high-GP items like Cutwater or Neutral can out-earn bulk sales of Bud Light—making profitability easier to grasp.

🚀 Reps Take Ownership: With better data, reps began proactively finding profitable opportunities and pushing high-GP products without needing constant direction.

🛠 Merchandisers in the Mix: DLJ brought merchandisers into VXP to improve shelf stocking, reduce damages, and keep everyone accountable.

Bonus: Hear about Joe's 13-hour, 3-leg travel saga that’ll make you think twice about early morning flights and cracked windshields. ✈️😅

Chapters

00:00 Introduction and Concerns for Mike

03:19 Joe's Background and Business Overview

06:22 Internal Tracking Challenges

09:17 Understanding the 'Why' Behind Sales

12:26 Shifting Focus to Revenue

15:19 Success Stories and Practical Changes

18:16 Engaging Senior Leaders and Team Buy-In

21:01 Incorporating Merchandisers into VXP

27:08 Looking Ahead: Future Prospects for VXP

31:07 Sustainability and Profitability in the Beer Distribution Industry

31:20 Streamlining Goal Setting with VXP

34:20 Travel Tribulations: A Journey Back Home

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About Tapped In Sales:  

Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.

This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.

Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!

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