What do you actually do when your whole route-to-market changes—but your suppliers are still running the same old volume playbook from 2014?

This episode started with a listener question from Greg:

“How should distributors talk to suppliers when we change our go-to-market strategy?”

So in this one, Bud, Ross, and Mike get very real about what happens when:

• Distributors are rerouting, restructuring, and right-sizing for profit and sustainability

• Suppliers are still showing up with POD bounties, deep discounts, and “just one more program”

• Everyone says they’re aligned, but the day-to-day incentives tell a different story

  
  

This is not a doom-and-gloom “industry is dying” episode. It’s a how-to for playing the current game on purpose.

Here’s what we get into:

🔹 Why “just one more program” and deep discounts don’t work in a world of sustained core declines

🔹 How reroutes, reorgs, and tighter rep bandwidth are forcing a new go-to-market model

🔹 Supplier blind spots: POD money, draft pushes, and incentives where only the supplier wins

🔹 How to talk to suppliers when you change the playbook (without blowing up the relationship)

🔹 Using a clear North Star (profit, GP/CE, key accounts) so every program either fits or gets a “no”

🔹 Bud’s 95/5 rule: don’t burn the whole relationship over the 5% you don’t agree on

Chapters

00:00 Introduction and Context Setting

05:28 Navigating Change in the Beverage Industry

13:46 Strategies for Distributors and Suppliers

15:34 Conclusion and Future Outlook

16:34 Transforming Sales Strategies

20:53 Aligning Supplier and Distributor Goals

28:31 Navigating Change in the Industry

32:41 Building Sustainable Relationships

36:43 Fostering Open Communication

Got a question you want us to tackle on a future episode—like Greg did?Send it to [email protected] or hit us on LinkedIn and let us know what you’re wrestling with in your market.

If this convo hits home, share it with a supplier partner or a fellow distributor who’s in the middle of a reroute or reorg right now. 🍻

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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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