In this episode, Bud, Mike, and Ross dig into one rep’s creative cooler reset that turned a low-priority deli into a high-profit NA account — and use it to explore the bigger playbook changes happening in beverage sales. From navigating the shifting loyalty landscape of NA suppliers to exposing the shortcomings of “shadow commissions,” this episode is packed with real-world insights and strategy for beer wholesalers evolving beyond the six-pack.

You’ll learn:

🔄 How a simple 1-hour reset can unlock profit month after month

🧃 Why reps are crushing goals with energy drinks, sparkling water, and juice — not just beer

🚫 The case against shadow commissions (and what actually drives results)

🌱 Why culture change — not just pay change — is the real key to NA growth

📈 What the 5x GP buyout in the First Form contract signals for distributor strategy

Whether you’re a sales rep looking to hit your goals or a distributor leader rethinking compensation and focus, this episode will challenge the way you approach cooler doors and supplier partnerships.

“Got a story like Sam’s? Email us at [email protected] and we might feature it on a future episode!”

Chapters

00:00 Intro

02:11 Reworking the Cooler: A Sales Strategy

05:16 Maximizing Non-Alcoholic Sales Opportunities

08:17 Creativity in Sales: Finding New Opportunities

12:10 The Math Behind Non-Alcoholic Beverages

14:23 Changing Demographics and Loyalty in Sales

17:00 The Loyalty Culture in Distribution

23:41 Cultural Differences Between Suppliers and Distributors

24:45 Shadow Commissions and Their Impact

26:32 Aligning Incentives for Sales Reps

34:34 Optimizing Space and Relationships with Retailers

38:25 Economic Changes in Distributor Agreements

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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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