In this episode of the Tapped In Sales Podcast, Bud sits down with Rick Lack and Brad Stachowiak from Rave & Associates, a Michigan-based importer and distributor of fine wine & beer managing one of the most complex portfolios in the industry.

With 4,000+ SKUs, 140+ suppliers, and a craft-centric book that spans beer, wine, RTDs, and innovation brands, Rave is the definition of controlled chaos. In this conversation, Rick and Brad unpack how they’ve moved from spreadsheets, emails, and tribal knowledge to clear running lanes, focused execution, and disciplined incentive strategy — without burning out reps or drowning in noise.

This is a masterclass in what it actually takes to scale focus in a high-complexity sales environment.

🔍 What We Cover

🏃 Finding the Running Lanes How Rave decides what matters now in a sea of SKUs

💸 Saying No to Bad Money Why not all incentives are worth chasing — and how profit drives focus

📊 From Spreadsheets to Shared Truth The shift from homemade reports to one system everyone trusts

🔥 Changing Rep Behavior How visibility, competition, and clarity reignited performance

🪨 Innovation Hunting Why real growth still comes from spotting what’s actually new

Chapters

00:00 Introduction and Setup

06:07 Overview of Rave Distributing

10:51 Challenges of Managing a Complex Portfolio

13:04 Implementing Sales Processes and Procedures

20:11 Building Habits and Team Engagement

22:57 The Value of Software in Sales Management

27:57 Navigating Supplier Complexity

29:31 Managing Supplier Incentives

32:55 The Art of Saying No

35:03 Transformations in Management

38:24 Supplier Engagement and Data Utilization

42:53 Looking Ahead: Innovation in 2026

🎧 If you’re managing complexity, supplier pressure, or rep focus — this episode is for you.

👉 If this episode hit close to home, let’s talk.

Email us at [email protected] and we’ll kick it around.

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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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