Welcome back to Tapped In Sales! In this episode, Bud, Data Mike, and Moneyball Ross tackle one of the most frustrating (and expensive) realities in beverage distribution: bad supplier incentives.
Whether you're a supplier trying to move volume or a distributor juggling ten competing programs at once, this one’s for you.
We break down:
🎯 Why complex incentives kill execution
🚫 The hidden danger of house goals and why they backfire
🤷 What actually happens when reps don’t know how (or if) they’ll get paid
❌ Why “pass-pass” incentives are a waste of everyone’s time
🤝 How to negotiate back with suppliers and protect your business
💰 A reminder that just because money is on the table… doesn’t mean you should pick it up
Plus, a quick breakdown of RNDC’s California exit and what it means for franchise protection, brand value, and wine & spirits chaos heading into Q4.
If you've ever asked yourself, "Why is this so complicated?"—this episode was made for you.
Chapters
00:00 Incentives and Supplier Strategies
01:13 Complexity in Supplier Incentives
04:13 Simplicity vs. Complexity in Incentives
07:17 Understanding Supplier Incentives
10:30 The Impact of Complexity on Sales Reps
13:17 Distributor Perspectives on Incentives
16:23 Consequences of Poor Incentive Structures
18:58 The Risks of House Goals as Qualifiers
21:32 The Importance of Return on Investment
24:09 Analyzing Achievability of Goals
25:18 Identifying Underperformance Causes
27:15 Asking the Right Questions
28:55 The Role of Suppliers in Distributor Success
34:02 Navigating Supplier-Distributor Relationships
44:35 Impact of RNDC Leaving California
50:41 Franchise Protection and Market Dynamics
🎧 Listen now and follow the show: We're on Spotify, Apple Podcasts, YouTube, and everywhere else. Got questions or reactions? Email us at info@vxptech.com
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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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