Tapped In Sales and Strategy for Beer Distributors

By VXP Tech

Tapped In Podcast for Beverage Distributors that want to empower their sales team to drive business results.... more

· Business

5

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FAQs about Tapped In Sales and Strategy for Beer Distributors:

How many episodes does Tapped In Sales and Strategy for Beer Distributors have?

The podcast currently has 59 episodes available.

Tapped In Sales and Strategy for Beer Distributors episodes:

November 05, 2024 29: Navigating Supplier Incentives: Are They Out of Control?
Episode Summary:In this week’s episode of Tapped In Sales, Bud and Mikey dive into the often-overwhelming world of supplier incentives and ask the question on every distributor’s mind: Are these deals really getting out of control? With incentives surging and becoming more complex, distributors are facing new challenges as they try to balance supplier demands with what actually works for their market and teams.
Bud and Mikey explore the factors behind the incentive overload – from crowded shelves to category struggles and an influx of smaller, niche suppliers. Mikey shares real-world examples of supplier incentives that missed the mark, while Bud breaks down how a more strategic approach could turn incentives into tools that truly drive sales velocity and support company goals.
Listen in to learn:
🎯 Why supplier incentives are on the rise and how they’re impacting the beer industry
🔍 How to determine if an incentive aligns with your team’s objectives or just adds noise
⚖️ The pitfalls of rigid incentive structures and the importance of flexibility
💬 How to have those “tough conversations” with suppliers to ensure incentives serve your P&L, not just theirs
Whether you’re a distributor, sales rep, or anyone navigating the complexities of supplier relationships, this episode will give you actionable tips for making incentives work for you. Don’t miss this insightful conversation to help you stay in control of supplier incentives!
Key Takeaways:
💡 Supplier incentives are more than a bonus—they’re a strategy that should align with your company’s goals.
🤝 Flexibility and clear communication can turn an overwhelming incentive into a targeted tool for growth.
📈 Focus on driving velocity rather than just volume to ensure products are moving through to consumers—not just to store shelves.
Tune in, subscribe, and share! Don’t forget to leave a review if you enjoyed this episode and found it useful.
===============
YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In Sales
Apple Podcasts: Listen on Apple Podcast Tapped In Sales
Connect with Us:
Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.
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!
If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!
...more
25min
October 29, 2024 28: THC Drinks: Be at the Table or Risk Being on the Menu
In this episode of Tapped In Sales, Bud and Mike dive into breaking news as Keurig Dr. Pepper acquires Ghost Energy for over $1 billion. They also tackle a hot topic in beer distribution: Delta 9 and THC-infused drinks. Should beer distributors enter this space, and what are the implications if they don’t?
Bud and Mike discuss the importance of being at the table during legislative discussions surrounding THC beverages. They highlight how beer distributors, with their decades of experience in selling controlled substances, are best suited to guide this new category. The conversation covers everything from regulatory challenges, market opportunities, and real-world examples like Four Loko and Alcopops.
With Delta 9 poised to become a major player in the beverage industry, this episode breaks down why distributors must step up, protect their route to market, and avoid being sidelined by the next wave of beverage innovation.
Key Topics:
📢 Breaking News: Keurig Dr. Pepper acquires Ghost Energy for $1 billion.
🧪 THC-Infused Drinks: Delta 9 is a major opportunity for beer distributors—are you ready to capitalize on this emerging market?
⚖️ Legislative Advocacy: Beer distributors must be involved in shaping the regulations for THC beverages or risk being left behind.
📉 Offsetting Losses: THC beverages can help fill the profit gap left by declining traditional beer sales, especially in the wake of Bud Light’s market shifts.
⚠️ Lessons from the Past: Learn from the unregulated chaos of Four Loko and Alcopops—without proper control, the market can get messy.
🏆 Be the Leader: Beer distributors are perfectly positioned to guide this new category with their decades of experience managing controlled substances.
Chapters
00:00 Intro
00:57 Breaking News Ghost Energy
03:22 Delta 9 & THC Drinks be at the table
13:29 Delta 9 THC Drinks Reasons to Believe
20:57 Industry Challanges
===============
YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In Sales
Apple Podcasts: Listen on Apple Podcast Tapped In Sales
Connect with Us:
Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.
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!
If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!
...more
27min
October 22, 2024Episode 27: "Finding the Hidden Gold: Optimizing Retail Space and Uncovering Sales Gaps"
In this episode of Tapped In Sales, Bud and Mikey dive into the critical topic of optimizing retail space and identifying sales gaps that could lead to untapped sales opportunities. Whether you're a seasoned sales rep or just starting out, this episode is packed with actionable insights to help you maximize your impact at retail.

Key Takeaways:
No Perfect Account: Even accounts that look perfect on paper often have hidden opportunities. The key is to never stop evaluating and improving.

Opportunities and Gaps at Retail: Learn how to identify sales gaps—empty shelves, underrepresented categories, or missed promotions—and how to leverage these gaps to drive incremental sales.

Expanding on What's Working: Instead of constantly bringing in new products, focus on expanding space for the products that are already selling well. Bud shares a real-world example of how this strategy increased sales by an entire pallet in one account.

The Power of Small Adjustments: Mikey talks about the importance of making small, strategic changes during every account visit. Whether it’s moving a product for better visibility or expanding shelf space for singles, small tweaks can lead to big gains.

Trust and Communication with Retailers: Building trust with your retailers is essential. Bud shares a key negotiation strategy from Chris Voss's book Never Split the Difference on how speaking to the negative can make it less negative and how to communicate tweaks and improvements to foster better relationships with your retailers.

Leveraging Technology: The episode also touches on using technology, like VXP, to analyze product performance and make data-driven decisions about optimizing space in accounts.
Why Listen? If you’re in the business of managing retail accounts, this episode will give you practical tips on how to fine-tune your approach, optimize shelf space, and ultimately drive better sales performance. Bud and Mikey bring a wealth of experience and hands-on strategies, helping you get the most out of every retail visit.

Chapters
00:00 Introduction to the Tapped In Sales Podcast
02:55 Exploring Opportunities and Gaps in Retail
05:29 The Imperfection of Accounts
08:16 Identifying Opportunities in Accounts
11:18 Optimizing and Expanding Product Space
11:46 Building Trust with Retailers
14:36 Optimizing Product Space and Inventory
17:29 Strategizing Account Management
20:43 Communicating Success and Opportunities
23:32 Leveraging Technology for Account Analysis
26:46 Continuous Improvement and Opportunity Identification

Subscribe and Listen:Listen to Tapped In Sales on Spotify, Apple Podcasts, YouTube, or wherever you get your podcasts.

Don’t forget to check out Bud’s recent guest appearance on Beer Net Radio: https://youtu.be/tvXyxOMYw7s?si=S8Hu76i1QCoBHQEf

YouTube: Watch on YouTube: Tapped In Sales
Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In Sales
Apple Podcasts: Listen on Apple Podcast Tapped In Sales

Connect with Us:Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.
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.

If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!
...more
29min
October 15, 202426: How to Make Your PFP a Guaranteed Monthly Bonus – And Why You Shouldn’t
In this episode of Tapped In Sales, Bud and Mikey explore the risks of turning your Performance-Based Pay (PFP) into a predictable, guaranteed monthly bonus – and why that’s a trap you should avoid. Drawing from real-world experiences and their recent seminar at the NBWA convention, they discuss how sales teams can fall into the entitlement mentality when incentives become too reliable and easy to achieve.
Key Topics:
The Entitlement Trap: Has your PFP structure become so predictable that your sales reps expect their bonus without much effort? Bud and Mikey explain how this can stifle performance and why it’s crucial to introduce variability in your incentive programs.

Identifying Predictability in Your PFP: Real-life examples from the field show how certain bonuses, like a $100 tap handle, become routine and lose their motivating power. The hosts discuss why predictable, recurring bonuses fail to drive meaningful performance.

How to Shake Things Up: Learn how to redesign your PFP to introduce new challenges and goals, breaking the cycle of predictability. They share strategies for aligning incentives with actual performance and how to set goals that stretch your team without demotivating them.

Tough Conversations and Leadership: Bud and Mikey offer advice on how to communicate changes to your team, focusing on the business’s long-term needs and the importance of performance-driven pay. Leaders will need to explain the “why” behind the changes and be prepared for resistance.

Success Stories: Hear examples of how other distributors have successfully overhauled their pay structures, re-energizing their teams and getting better results.
Chapters
00:00 Introduction and Weather Talk
02:16 Impact of Hurricane Helene on Beer Distributors
11:01 Preparing for Future Storms
13:48 Understanding PFP as an Entitlement
15:42 Challenges with PFP Programs
21:45 Reviewing PFP Structures
25:01 Creating Variability in Goals
28:34 Misalignment of Goals and Relationships
33:17 Shaking Up PFP Programs
38:33 Conclusion and Call to Action
Listener Up!: Bud and Mikey encourage listeners to share their own challenges or success stories with PFP. They’re eager to hear how others are navigating similar issues and to dive deeper into industry-wide solutions.
Contact Us:
Email Bud: [email protected]

Email Mike: [email protected]
If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!
...more
42min
October 08, 202425: Recharging On-Premise Beer Strategy with Insights from NBWA
In this episode, Bud and Mike recap their recent trip to the 87th NBWA Annual Convention. Fresh off the red-eye and still buzzing from the energy of the event, they dive into key takeaways for beer distributors navigating the evolving landscape of on-premise sales in a post-COVID world.
The duo breaks down the insights shared by industry heavyweights on a panel featuring Robbie Maletis (Maletis Beverage), Jim Koch (Sam Adams), Alexander Bergson (Manhattan Beer Distributors LLC), and moderator Lester Jones (NBWA). Topics include the resurgence of draft beer, the importance of curating tap selections, and the need to rethink traditional on-premise strategies. They explore why fewer, better-chosen draft handles can drive both profitability and consumer satisfaction.
Bud and Mike also share candid reflections on their personal experiences from the event, including the challenges of cross-country red-eye travel, lively encounters in San Diego, and even a rickshaw negotiation gone wrong!
Key Takeaways:
Draft beer is making a comeback, but smart curation is essential for long-term success.

The importance of balancing on-premise investments with off-premise strategy.

Why less can be more: reducing tap handles and simplifying choices can help boost sales.
The Jam Experiment — How Choice Overloads Makes Consumers Buy Less | by Florent Geerts | Medium

Industry trends and how distributors can adapt to maximize both profitability and brand exposure.
Chapters:
00:00 Welcome and Happy Birthday Mike
03:20 Reflections on the MBWA Convention
06:30 Economic Trends in the On-Premise Beer Market
09:17 The Importance of On-Premise Accounts
12:15 Events and Engagement Strategies
15:21 Profitability and Delivery Minimums
18:12 The Complexity of Draft Beer Choices
21:33 Curating Beer Selections for Better Sales
24:12 Optimizing On-Premise Accounts
27:20 Closing Thoughts and Future Directions

Tune in to hear all this and more, as Bud and Mike share stories, laughs, and actionable insights for your sales team!
...more
36min
October 01, 202424: How Middle Management Can Build a Million-Dollar Profit Cult (and Why You Should Join)
In this episode of the Tapped In Sales Podcast, Bud and Mikey dive deep into the critical role middle management plays in driving profitability within beer distributors. This conversation covers how middle managers, team leads, key account managers, and more, can align their incentives with company goals to create a high-performing culture that moves beyond traditional volume metrics.
But first, they kick off with a fascinating discussion on world record-breaking pole vaulter Mondo Duplantis, who has broken his own record ten times. Why would he do that? Simple – aligned incentives. Mondo maximized his earnings by strategically breaking records in increments, demonstrating how understanding incentives can drive consistent, high-level performance. Bud and Mikey draw a parallel to middle management's role in structuring success in beer distribution.
Key topics include:
Mondo's Genius Move: How the pole vault star maximized his earnings through aligned incentives and what that teaches us about sales strategy.

Defining Middle Management: Who’s in middle management, and why their role is crucial in executing company strategy.

Aligning Incentives Across Teams: How to structure compensation for team leads, area sales managers, and key account managers to create alignment from top to bottom.

The Profit-Driven Culture: Building a culture where profitability metrics like GP per case replace outdated volume-centric goals.

Transitioning to Variable Pay: Mikey shares his experience moving from a fixed salary to a variable compensation structure, the challenges, and the ultimate performance-driven rewards.

Maximizing ROI on Effort: How to structure pay to encourage performance, discretionary effort, and team growth.

Building a Profit Cult: How aligning everyone’s incentives, from the president to the merchandisers, creates an unstoppable, performance-driven organization.
Whether you’re a distributor owner, sales manager, or aspiring team leader, this episode is packed with insights on transforming your organization into a profit-focused machine through smart incentive structures.
Resources Mentioned:
Mondo Duplantis' record-breaking story

VXP Tech’s profit alignment strategy
Where to Find Us:
Catch Bud and Mikey at booth 713 during the NBWA Annual Convention in San Diego! If you're in the market for ideas to improve middle management engagement, performance, and profitability, drop by for a chat.
...more
33min
September 24, 202423: The Profit Playbook: 3 Insider Strategies for Handling Price Increases and Maximizing Gains
Welcome to another episode of the Tapped In Sales Podcast with your hosts, Bud and Mikey! In today’s episode, we dive into the complex world of price increases and how to navigate them while keeping your profitability intact. With price increases on the horizon, it’s time to think strategically and avoid common pitfalls.
We explore three key strategies that every sales team and wholesaler needs to handle price increases like a pro:
Limiting Bridge Buying – Learn how to manage inventory effectively and avoid the chaos of pre-price-increase stockpiling. Discover why preventing "bridge buying" is crucial for maintaining profitability and keeping your sales cycle smooth.

Synchronizing Price Increases Across Suppliers – In today’s world, managing multiple suppliers and thousands of SKUs can be tricky. We’ll explain why consolidating your price increases into a single action can save you time and headaches.

Maintaining Customer Relationships – Nobody likes to be the bearer of bad news, but price increases don’t have to damage your customer relationships. We’ll give you actionable tips on how to communicate effectively, build trust, and help retailers navigate price hikes with ease.
This episode is packed with actionable insights on how to tackle price increases through a profitability lens. Whether you’re a sales rep, manager, or distributor, these strategies will help you turn a challenging situation into a win-win for your business and your customers.
Key Takeaways:
The impact of limiting bridge buying on long-term profitability

Best practices for synchronizing price increases across multiple suppliers

Tips for strengthening retailer relationships during price hikes

How to use data-driven strategies to guide retailers through pricing changes
Don’t Miss:
Mikey’s take on why price increases can actually be a golden opportunity for sales reps

Bud’s breakdown of the hidden costs and benefits behind bridge buying

Tactical ways to leverage price increases to grow GP and support your sales team
Tune in now and make sure you’re prepared for the next price increase season!
Listen now on:
Spotify

Apple Podcasts

YouTube
...more
40min
September 17, 202422: Unlock Your Future in Beer Distribution: Secrets Revealed at the NextGen Conference 2024!
Welcome to another exciting episode of the Tapped In Sales Podcast! In this episode, we sit down with Kimberly McKinnish, COO of NBWA, to uncover the secrets behind the upcoming NextGen Conference 2024 – the ultimate event for emerging leaders and seasoned professionals in the beer distribution industry.
Get a sneak peek into the conference that’s all about shaping the future of beer distribution! Kimberly shares her insights on how the NextGen Conference has become a game-changer for professional development, offering attendees an unparalleled opportunity to learn, network, and grow.
What You'll Learn in This Episode:
NextGen Conference Overview: Discover what makes this event a must-attend for anyone in the beer industry, from its action-packed schedule to its new location in Clearwater Beach, Florida.

The Three Key Themes: Dive into the conference’s core themes—Purpose, Impact, and Confidence—and how each one is designed to help you unlock your potential and elevate your career.

Top Speakers and Sessions: Hear about the incredible lineup of keynote speakers, including industry leaders and authors like Emily Jaenson,Jake Thompson, and Dr. Cynthia Bentzen-Mercer, who will deliver actionable insights you can bring back to your business.

Networking and Fun: Learn about the unique networking opportunities and fun activities planned to help attendees build lasting relationships, from the NextGen Games to surprise evening events that promise memorable experiences.

Who Should Attend: Whether you’re a NextGen family member, an emerging leader, or a middle manager looking to step up, this episode will guide you on how to make the most of this incredible professional development opportunity.

Best Practices and Peer Learning: Get a taste of the peer-driven best practice sessions, where attendees share proven strategies and tactics that have driven success in their companies.

Insider Tips on Making the Most of Your Experience: Kimberly shares her best advice on how to maximize your time at the conference, including leveraging the event app and connecting with other leaders from across the country.
Why You Should Listen:
If you’re serious about growing your career in the beer distribution industry, this episode is for you! Find out how attending the NextGen Conference can provide you with the skills, insights, and connections needed to thrive in this dynamic field.
Links & Resources:
Register for the NextGen Conference 2024: NBWA Website

Connect with Kimberly McKinnish on LinkedIn: Kimberly McKinnish

Follow the Tapped In Sales Podcast on LinkedIn: Tapped In Sales Podcast
Don’t Miss This Episode!Listen now on Apple Podcasts, Spotify, Google Podcasts, or wherever you get your podcasts.
...more
35min
September 10, 202421: The Goal-Setting Blueprint: Data, Market Knowledge, and Team Involvement
Summary
In this episode of the Tapped In Sales podcast, Bud and Mikey discuss the importance of goal setting and how to go about it. They emphasize the need for goals to be realistic and attainable and the importance of accuracy in goal setting. They also discuss the role of selling day adjustment in setting goals and the need for qualitative input in the goal-setting process. They highlight the importance of transparency, involving the team in the goal-setting process, and the need for regular progress updates and feedback. They also stress the importance of documentation and note-taking to track progress and make adjustments in future goal-setting.
Takeaways
Goals should be realistic and attainable, and accuracy is important in goal setting.

Selling day adjustment is a key factor in setting goals and should be taken into consideration.

Qualitative input, such as market conditions and anecdotal stories, is important in the goal-setting process.

Transparency and involving the team in the goal-setting process leads to better engagement and understanding.

Regular progress updates and feedback are essential for tracking progress and making adjustments.
Chapters
00:00 Introduction and Weekend Recap
03:38 The Importance of Accuracy in Goal Setting
09:30 Involving the Team in the Goal-Setting Process
12:32 Tying it all together
32:26 The Role of Documentation and Note-Taking
37:42 Shane Gillis for Beer?
...more
42min
September 03, 202420: The Surprising Benefits of Going 100% EFT—Are You Ready to Make the Switch?
Summary
In this episode of the Tapped In Sales podcast, Bud and Mikey are joined by Eric Kiser from fintech to discuss the high-level overview of what fintech is and what EFT payments mean to the beer industry. They talk about the benefits of EFT, such as increased safety, efficiency, and cost savings. They also discuss the legislative and regulatory considerations behind EFT, including the movement towards 100% EFT in states like Michigan and California. Eric shares best practices for distributors looking to promote EFT and talks about the future of financial enhancements in the industry.
Takeaways
EFT payments provide increased safety, efficiency, and cost savings for the beer industry.

The movement towards 100% EFT is growing, with states like Michigan and California leading the way.

Distributors can promote EFT by educating retailers about the benefits and overcoming objections.

Best practices for promoting EFT include providing training, using customer lists, and offering incentives.
Chapters
00:00 Introduction and Overview of Episode
06:14 Understanding EFT Payments and fintech
12:37 Sales Reps talking to the benefits of EFT with retailers
17:38 Breaking news in the EFT World
18:35 Michigan and California: Leading the Way in EFT Payments
24:32 Overcoming Objections and Educating Retailers on the Benefits of EFT
30:35 Best practice to expand EFT at my operation
34:52 Don't Bet on Golden Tee with Eric
...more
38min

FAQs about Tapped In Sales and Strategy for Beer Distributors:

How many episodes does Tapped In Sales and Strategy for Beer Distributors have?

The podcast currently has 59 episodes available.

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