In today’s episode, Bud, Mike, and Ross dive into one of the toughest balancing acts for beverage distributors today: managing your supplier and brand portfolio. Are you growing smarter — or just growing busier?

They break down the real challenges of supplier proliferation, SKU overload, and the "doom loop" of slowing sales without strategic pruning.

Learn how to expand into new categories without losing profitability — and how to recognize when it's time to cut dead weight.

🔥 Topics Covered:

🚛 Why adding more suppliers isn’t always the answer

🧹 The hidden costs of SKU creep (and what it’s really doing to your margins)

🥤 Smart ways to add new categories like RTDs, NA, and even non-beverage items

✂️ When to prune your portfolio (and how to do it without creating chaos)

🏆 How frontline sales behavior actually picks winners and losers

🧾 The dangers of delivery model pricing (and why distributors must stay vigilant)

📚 Lessons from real-world SKU audits, supplier negotiations, and brand pivots

💡 Key Takeaways:

🔄 Evolve your portfolio every year — or risk falling behind💰 Focus on profit per case, not just case counts👂 Stay ahead of trends by listening to your reps and retailers🗣️ Be honest with suppliers before things spiral🛡️ Know your strengths — and know when to say no

🎉 Plus:

🚗 Mike’s wild road trip through Utah (and a deep dive into some crazy liquor laws)🧴 Why lotion might be the next big product launch for distributors (…you had to be there 😂)

Chapters

00:00 Introduction

00:44 Mike's Trip and Utah's Unique Alcohol Laws

05:28 Listener Question: Growing vs. Reducing Suppliers

17:28 Navigating Market Trends and Product Choices

20:45 Supplier-Distributor Relationships and Market Intelligence

23:00 Portfolio Management and SKU Rationalization

27:19 Dynamic Strategies for Brand Building

32:21 Exploring Non-Beverage Opportunities

34:31 Profitability and Operational Efficiency

39:04 The Future of Supplier Relationships and Market Strategies

🎧 Listen now — and if you enjoy the episode, share it with a friend, subscribe, and leave us a quick review. It helps more beer distributors tap into smarter growth strategies!

📩 Got a listener question? Email us at info@vxptech.com

===============

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===============

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!

What happens when your steady salary isn’t so steady anymore? In this episode, Bud, Mike, and Ross unpack the emotional rollercoaster of shifting from base-heavy compensation to a more variable, performance-based pay structure.

Mike shares the raw story of losing part of his base salary after 18 years—and how it ended up transforming his leadership style, earnings, and motivation. Ross breaks down why team leads are slow to embrace change, what’s happening with middle management apathy, and how macroeconomic forces are reshaping expectations in the workplace.

Oh, and there's also a lotion crisis, itchy legs, and a misidentified beer rep named Bill.

If you’ve ever wondered why variable pay feels so risky—or how to get your team aligned on upside—this one’s for you.

💡 What You’ll Learn:🔓 Why most people fear variable pay—and how to flip that mindset

💸 What happens when you take base pay off the table (real-world story!)

📉 How inflation and margin compression are quietly breaking old comp models

🏆 Why giving team leads “skin in the game” changes everything

📊 How mix shift—not more volume—can unlock profit growth

📉 Why your reps don’t want that promotion (and how to fix it)

🧠 The psychology of loss aversion and why it holds leaders back

🔥 How variable pay can be a tool for motivation and transformation

Chapters:

00:00 Introduction

03:53 Mike's Travel Adventures and Bed Bug Fears

15:14 Transitioning to Variable Pay: Mike's Experience

23:35 Economic Trends Impacting Sales Motivation

27:51 Challenges in Profitability and Cost Management

29:35 Aligning Team Goals with Company Success

31:27 Strategies for Margin and Mix Shifts

33:56 Creating a Positive Work Culture

42:06 Sustainability and Future Growth in the Industry

===============

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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!

The Kool-Aid is flowing. The drying rack Peloton is back. And Ross Ackermann — the original architect of VXP — returns to the pod for our 1-year anniversary episode.

This week, Bud, Mikey, and Ross dig into the battle between top-down sales control and rep-driven autonomy — and why old-school incentives might be killing your results.

Whether you’re a beer wholesaler, supplier, or industry leader, this episode gets into the real talk around:

🍻 Why incentives often drive the wrong behavior

📉 What to do when reps stop selling until they’re paid to

📦 The ROI test suppliers should pass before asking for placements

🔄 How smart reps (and retailers) respond to poor program design

📊 And why we believe the frontline deserves better data, not more direction

We’ve all worked in this system. Now we’re fixing it.

🧠 Key Takeaways:

🧩 Reps are smart — they’re optimizing against the maze you built

🏢 The average distributor went from 5 suppliers to 50+ — top-down no longer works

💸 Bad incentives teach bad habits (just ask JCPenney)

📈 Every program should start with one question: what’s the ROI for everyone involved?

Chapters

00:00 Introduction

01:54 Celebrating One Year of the Podcast

04:32 Ross Ackermann's Background and VXP Introduction

06:47 Drinking the Kool-Aid

10:30 Economic Perspectives and Industry Trends

21:40 The Importance of Flexibility in Business

27:33 Navigating Incentives and Market Dynamics

32:28 ROI Conversations and Effective Strategies

38:09 Empowering Sales Reps for Better Decisions

===============

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!

In this episode of Tapped In Sales, Bud and Mike dive into the latest market shakeups beer distributors are navigating—from Delta 9 THC beverages gaining steam to new aluminum tariffs disrupting supplier strategy. Whether you're in a growing THC state like Florida or fighting for more GP in Q1, this episode is about how to adapt and win with what the market gives you.

🔍 In This Episode:

🍃 Delta 9’s impact on Gen Z drinkers, on-premise hesitation, and the Florida vs. Texas THC debate

💰 Aluminum tariffs and how they’re reshaping pricing strategies for both domestic and import suppliers

📉 Why focusing on aggregate GP matters more than chasing volume

🧠 The psychology of loss aversion in sales teams and how to reframe the story

🥡 Plus: pizza in a suitcase, Shake Shack diplomacy, and the case for a “three-beer beer”
Whether you’re playing defense after a tough month or figuring out how to grow profit per CE, Bud and Mike offer a grounded take on what’s working right now—and what to keep your eyes on.

Chapters

00:00 Introduction and Setting the Scene

06:22 Market Trends and Challenges in the Beer Industry

11:22 The Impact of Delta 9 THC on Beer Consumption

17:01 Regulatory Developments in Florida's Delta 9 Market

23:20 Tariffs and Their Effects on the Beer Industry

===============

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!

In this milestone 50th episode, Bud and Magic Mike dive into one of the most important (and underrated) tools in a sales leader’s toolkit: autonomy.

Fresh off Michigan’s Oberon Day — the unofficial start of spring — the guys talk about why beer brings people together even when it’s snowing, and how that same energy is showing up in the field. From reps texting GP-driven displays on a Saturday to creative high-margin builds that weren’t tied to any PFP plan, this episode is all about what happens when you let your team lead.

You’ll hear:

📸 Real-world rep wins from Dana Distributing and others who went big on high-GP plays

🧠 A breakdown of why autonomy works — and how to unlock it in your team

🍀 Seasonal creativity in action: Guinness, Jameson, and NA displays done right

📦 The silent hand of incentives: How the right systems make the right things happen, even when you're not in the room

🏛️ Industry news: Teamsters push for tariffs, and Dollar Tree offloads Family Dollar — what it means for distributors

🏀 A little March Madness, because of course

🔥 New Segment Alert:We're featuring real sales rep success stories from the market. Got something cool you or your team did in the field? Snap a photo, share a quick story, and send it to us at info@vxptech.com. You just might hear it on the next episode.

🔗 Mentioned in This Episode:

• Drive by Daniel Pink (Mastery, Autonomy, Purpose framework)
• Adam Smith’s “Invisible Hand” theory — reimagined as “Silent Hand” sales incentives
• Previous episode: Incentives vs. Entitlements (recommended follow-up listen)

• 
  
• 🧠 Takeaways:Autonomy isn’t just a buzzword — it’s a business strategy. When sales reps understand GP, have the tools to see opportunity, and feel ownership of their decisions, results follow.
• 
  

• 🎧 Listen now wherever you get your podcasts — and if you're enjoying Tapped In, please subscribe, review, and share with your crew in the trade.

  
  

  Chapters

  00:00 March Madness and Oberon Day Celebrations

  04:20 The Importance of Autonomy in Sales

  09:34 Creative Sales Strategies and Displays

  13:51 Empowering Sales Reps for Success

  18:59 Industry News: Tariffs and Retail Changes

  
  

  ===============

  
  

  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!

This week, Bud and Magic Mike take you behind the scenes of their recent ride-alongs in the Northeast — where they found high-GP wins, nostalgic furniture, and yes… a bodega cat guarding the shelf.

From spotting real-time Beatbox opportunities in the wild to creatively reworking cooler space (hello, shelf theft from the NA section), this episode is packed with field-ready insights. We also talk distributor branding, smarter displays, and why “velocity” might be your new favorite word.

Plus:

🤖 What happens when a robot stalks your OOS shelf space

🐈‍⬛ Lessons from New York bodegas (and unexpected cow tails)

💰 Poppy’s billion-dollar exit to Pepsi – and what it means for NA brand contracts

🧋 Why Arizona Hard Tea is winning the tea game, and what package size matters

Whether you're repping a route, setting the strategy, or just looking for some laughs with your Friday beer, this one's for you.

Chapters

00:00 Kickoff and St. Patrick's Day Adventures

03:23 Innovations in Inventory Management

06:24 Market Insights and Sales Strategies

12:15 Branding and Community Engagement

15:20 Industry Acquisitions and Market Trends

21:26 Emerging Products in the Beverage Market

Listen, learn, and always check the bottom shelf for extra space.

🎧 Subscribe on Spotify, Apple Podcasts, or YouTube.

📸 Follow us on LinkedIn for clips, updates, and more real-world sales stories.

===============

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!

Finished Product Loss (FPL) is an unavoidable reality in beer distribution, but how much of it is truly unavoidable? In this episode of Tapped In Sales, Bud and Mikey break down the key drivers behind FPL, from breakage and out-of-code returns to inefficient tracking processes. They share real-world insights on how wholesalers can tighten up their operations, reduce waste, and ultimately protect their profitability.

From best practices for tracking and accountability to the hidden costs of returning beer, this episode is packed with actionable strategies for sales reps, operations managers, and distributor leadership. Plus, hear Mikey’s take on Irish dancing, St. Patrick’s Day celebrations, and why you should really pay attention to what's coming back on your trucks.

What You'll Learn in This Episode:

🍀 The key reason codes you should be tracking in both the warehouse and trade

🍀 How to implement an effective check-in process for returned product

🍀 Why close-to-code beer matters more than most distributors realize

🍀 The role of sales reps in managing FPL—and how to hold them accountable

🍀 How poor inventory management can silently crush your margins

🍀 St. Patrick’s Day traditions at the Hall household (yes, there’s corned beef and dancing involved)

Why This Matters:Most distributors track FPL, but few actually use that data to drive change. If you're looking to cut unnecessary costs and create a more efficient operation, this episode will give you the playbook to get started.

Chapters

00:00 Celebrating St. Patrick's Day Traditions

04:44 Understanding Finished Product Loss (FPL)

12:51 Best Practices for Product Returns

16:24 Human Element in FPL Management

24:46 Understanding Close to Code Products

27:03 The Importance of Tracking Breakage

29:05 Warehouse Reason Codes and Their Impact

31:15 Forecasting and Order Management

35:19 Tariffs Update

38:30 Celebrating St. Patrick's Day and Closing Thoughts

41:05 New Chapter

===============

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!

The beer industry is facing some serious turbulence, and we're here to break it all down. In this episode, Bud and Mikey tackle the latest market shifts, from tariffs shaking up imports to energy drink drama and distributors navigating unpredictable trends.

What’s Inside This Episode?

🍺 Tariffs & Their Impact – What do the new 25% tariffs on Mexican and Canadian imports mean for the industry? Will Constellation (and others) eat the cost, or will we see a price increase shake up the market?

⚡ Energy Drink Wars – AB’s massive 5x GP distributor termination on 1st Phorm Energy and what it means for wholesalers. Plus, the return of Jack Owok with AI Energy—because of course, he’s back.

📉 Artificial Growth vs. Real Sales – From RTDs to non-alc, how much of the category’s ‘growth’ is legit? Mikey shares his insights on the industry’s biggest mirage.

📊 Beer Sales Pulse Check – BPI numbers are flashing warning signs, but is it time to panic? We break down the latest trends and what they actually mean for distributors in 2025.

🏔️ Road Warrior Adventures – Bud and Mikey share their latest travels, including Best Western dining surprises, getting lost in the mountains.

Tapped In Takeaways✅ The tariff situation could trigger earlier-than-usual price increases—but not right away.

✅ Energy drink brands continue to cycle through wholesalers—will First Form finally stick?

✅ Sales data shows a tough February, but don’t hit the panic button yet.

Chapters00:00 Introduction and Week Recap

04:11 Market Insights and Sales Strategies

08:06 Impact of Tariffs on the Beer Industry

14:24 AB's Energy Drink Strategy

21:10 Artificial Growth in Beverage Sales

25:59 BPI and Market Trends

31:44 Social Factors Affecting Beer Sales

34:34 New Chapter

🎧 Listen now and stay ahead of the game!

📢 Like what you hear? Subscribe, share with your team, and tag us with your thoughts!

===============

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!