In this special holiday episode of Tapped In Sales, Bud sits down with Logan Edwards of Grellner Sales & Service for a real-world breakdown of what happens when you stop overcomplicating sales compensation — and start paying for what actually matters.

Recorded ahead of the NBWA Next Gen Leadership Conference, this conversation pulls back the curtain on an 18-month sales comp transformation inside a multi-branch, rural Missouri distributor operating in one of the toughest beer markets in the country.

The result?👉 +50¢ Gross Profit per Case👉 Reps earning more money — even while volume declined👉 Less admin work, fewer incentives, and more focus in the market

🍺 What You’ll Hear in This Episode

• Why 13-page sales plans and 12+ MBOs quietly kill focus and motivation

• The difference between entitlement vs. accountability in sales pay

• How Grellner moved from legacy commission → Volume × Profit

• The three-phase rollout that made change stick (and what didn’t work at first)

• How trimming incentives actually increased supplier alignment

• Why simplicity helped reps naturally lean into higher-margin beer, spirits, and Delta-9

• How back-office efficiency improved without adding headcount

• Why paying incentives monthly (not quarterly) changed rep behavior

• What suppliers really think when distributors take control of incentive strategy

🔑 Key Takeaways

• MBOs don’t scale — clarity does

• You don’t need more incentives, you need better ones

• When reps see GP per case in real time, behavior changes fast

• Simplifying sales comp can unlock profit even in declining markets

• The best sales plans create focus, trust, and autonomy

🎙 About the Guest

Logan Edwards is part of the next generation of leadership at Grellner Sales & Service, a fourth-generation beer distributor serving central Missouri. Logan brings a practical, no-nonsense approach to sales strategy — grounded in real data, real routes, and real results.

📩 Reach Logan:[email protected]

Or find him doing what he does best — talking shop over a beer at industry events.

📬 Want to Learn More?

If this episode sparked ideas for your own sales comp or incentive structure, you can reach the VXP team at [email protected] — or connect with Bud directly.

This is Tapped In Sales — a podcast for beer distributors, by beer distributors.

🍻 Merry Christmas, and we’ll see you next week.

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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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