In this episode, Bud, Mike, and Ross dig into one rep’s creative cooler reset that turned a low-priority deli into a high-profit NA account — and use it to explore the bigger playbook changes happening in beverage sales. From navigating the shifting loyalty landscape of NA suppliers to exposing the shortcomings of “shadow commissions,” this episode is packed with real-world insights and strategy for beer wholesalers evolving beyond the six-pack.
You’ll learn:
🔄 How a simple 1-hour reset can unlock profit month after month
🧃 Why reps are crushing goals with energy drinks, sparkling water, and juice — not just beer
🚫 The case against shadow commissions (and what actually drives results)
🌱 Why culture change — not just pay change — is the real key to NA growth
📈 What the 5x GP buyout in the First Form contract signals for distributor strategy
Whether you’re a sales rep looking to hit your goals or a distributor leader rethinking compensation and focus, this episode will challenge the way you approach cooler doors and supplier partnerships.
“Got a story like Sam’s? Email us at info@vxptech.com and we might feature it on a future episode!”
Chapters
00:00 Intro
02:11 Reworking the Cooler: A Sales Strategy
05:16 Maximizing Non-Alcoholic Sales Opportunities
08:17 Creativity in Sales: Finding New Opportunities
12:10 The Math Behind Non-Alcoholic Beverages
14:23 Changing Demographics and Loyalty in Sales
17:00 The Loyalty Culture in Distribution
23:41 Cultural Differences Between Suppliers and Distributors
24:45 Shadow Commissions and Their Impact
26:32 Aligning Incentives for Sales Reps
34:34 Optimizing Space and Relationships with Retailers
38:25 Economic Changes in Distributor Agreements
===============
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!
