Tapped In Sales and Strategy for Beer Distributors podcast

October 07, 2025 77: From Big Boss to the Frontline: Making Change Stick

Middle management isn’t just “stuck in the middle.” They’re the bridge that makes or breaks change. In this episode, Bud, Ross, and Mike dig into what happens when leadership signs off on a big change—like shifting comp plans or rolling out VXP—and suddenly it lands on the lap of an Area Sales Manager or Team Lead.

We cover what it takes to translate leadership’s vision into real-world execution while keeping reps engaged and senior leadership confident.

🔥 What you’ll hear about in this episode:

🧑‍🤝‍🧑 The triple role of a middle manager: therapist, translator, and champion

🏗️ Why authenticity beats regurgitation every time when sharing new plans

🧠 How to manage fear of change—both your own and your team’s

🗣️ Best practices for introducing new comp structures to reps

🚦 The power of saying the why (and how to make it stick)🐘 Why you should never try to eat the elephant in one bite—incremental change wins

🌊 How to lean into your early adopters to create a positive wake for the rest of the team

⏸️ What to do when you’ve got a “negative Nancy” or active detractor on your team

📝 A tactical framework: Stop. Keep. Start. — cutting out low-value work, doubling down on what matters, and adding smart experiments

💡 Takeaway:

Middle management is the glue that holds transformation together. When they show up as authentic coaches, translators, and champions, change doesn’t just get “pushed down”—it actually sticks.

📢 NBWA Convention Reminder We’ll be live at NBWA in Las Vegas!

🎙️ Tapped In Live Session: Who’s Wagging Who? Fixing Broken Incentives and Taking Back Control of Your Sales Strategy — Tuesday, Oct 14, 8:00 AM
🍻 Special gift for anyone who brings a beer to the session (yes, even at 8 AM!)
📍 VXP Booth #1614 in the Milano Ballroom — come say hi, talk incentives, and grab some Tapped In gear

Chapters

00:00 Navigating Change as a Middle Manager

03:15 The Role of Middle Management in Change Implementation

06:12 Building Trust and Communication

09:25 Best Practices for Senior Leaders

12:23 Engaging Reps in the Change Process

15:02 Authenticity in Communication

18:00 The Importance of Understanding Your Team

20:40 Conclusion and Key Takeaways

24:16 Managing Up and Down: The Dual Responsibility

25:28 Framing Challenges Positively

27:36 Building Trust in Management

29:23 Engaging the Team: The Spectrum of Change

31:49 Dealing with Resistance: The Negative Wake

36:03 Accountability and Support in Management

38:09 The Shift in Management Dynamics

41:41 Incremental Change vs. Wholesale Transformation

46:59 Co-Creation in the Market: A New Model?

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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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