Focus on
Gross Profit Dollars with VXP
Distributors face a fundamental challenge: moving beyond the traditional focus on boxes to focus on what pays the bills—profitability.
While volume tells part of the story, it’s the dollars you take home that define the business’s success. To achieve sustainable growth, your team must align around the bigger picture: turning every sale into a step toward stronger profits and a healthier bottom line.
Building a
Profit-Focused Culture
One of VXP’s unique capabilities is the way the system transforms the sales teams’ focus from simple volume metrics to profit thinking. We call this creating a Profit Culture—a fundamental shift in how your sales team approaches their work. With VXP, you’ll reframe the conversation from moving boxes to growing dollars.
Why? Because your bottom line isn’t measured in cases; it’s measured in dollars. And it’s those dollars that drive real opportunities for sustainable business growth.
“This isn’t just a flashy tool—it’s a game-changer. VXP is helping us build an organization rooted in meritocracy. It’s driving the shift we need to ensure every team member is striving to be a top performer.”
Mike Flynn
President, Lakeshore Beverage
Addressing the Common Challenges
Do any of these challenges sound familiar?
DISENGAGED SALES TEAMS
Your reps seem like robots, focused only on hitting targets without considering the bigger picture.
INEFFECTIVE INCENTIVES
Compensation plans don’t seem to be motivating the right behaviors.
SHORT-TERM GAINS,
NO LONG-TERM IMPACT
Investing in POD targets and MBOs provide quick sales spikes but don’t translate to lasting growth.
UNINTENDED CONSEQUENCES
Focusing purely on volume leads to mismatched priorities and missed profit opportunities.
If you’re nodding along, it’s time to shift to a profit focus.
“VXP has shifted our conversations from purely operational to strategic. Our reps now think critically about product mix and profitability. They’re coming to me with ideas and affirmations rather than just questions. It’s empowering to see their growth”
Hunter Jerome
General Manager, Jerome Distributing, Inc.
The VXP Advantage
Bridging the Gap from Boardroom to Sales Route
VXP uniquely bridges the gap between the profitability discussions among your leadership and the daily decisions made by your sales reps.
Here’s How
ACTIONABLE DATA
VXP arms your sales team with real-time insights that are easy to digest and act upon, enabling them to make smarter decisions.
PROFIT-DRIVEN GOALS
Shift from volume-based targets to metrics like gross profit dollars, net revenue, and top-line revenue without losing sight of volume’s role in growth.
SUSTAINABLE GROWTH
Equip your team to focus on incremental profitability growth that sticks, avoiding the pitfalls of constant product rotations and temporary boosts.
With VXP, your sales team becomes an extension of your profit strategy, empowered to think critically and take ownership of your business’s success.
How VXP Helps You Focus
on Incremental Profits
FINE-TUNING VELOCITY AND MIX
VXP enables your team to:
- Increase product velocity: Drive higher sales volume through retail outlets by identifying and action on opportunities for individual items.
- Optimize product mix: Transition packages at the store level in real-time to maximize profitability.
DRIVING INCREMENTAL SALES
Whether it’s an extra case of 19.2 cans, a few additional 12-packs, or an innovative RTD or THC drink, VXP empowers reps to make strategic, data-driven decisions. By providing clear, actionable insights, VXP motivates reps to:
- Analyze the opportunity
- Execute an incremental sale.
- Move to the next profitable opportunity.
ADDRESSING DISPARITIES WITHIN BRAND FAMILIES
One insight VXP brings to light is the profit disparity within brand families. For instance, a 6-pack of bottles might yield significantly higher GP per CE compared to a 16 oz 4-pack of cans.
By exposing these differences, VXP helps sales reps focus on promoting packages that generate the most profit while still meeting shoppers’ needs.
Similarly, in the soda category, disparities between 20 oz bottles and 6-packs demonstrate the importance of targeting higher-margin products for displays and promotions.
INFLUENCING INCREMENTAL PROFITS THROUGH STRATEGIC DISPLAYS
VXP provides tools to help reps make impactful decisions about endcap placements and cooler stickers. For example, transitioning a 12-pack of bottles to a prominent display over a less profitable alternative can significantly boost GP without sacrificing consumer satisfaction.
By focusing on incremental gains, VXP equips teams to maximize profitability through smart marketing and merchandising.
“VXP is not just a tool; it’s part of the culture we’re building. It supports senior leadership decisions and helps align the entire organization around profitability and sustainable growth.”
Charlie Brown
President, Missouri Eagle LLC
Why Choose VXP?
If your current approach isn’t delivering the results you need—if your reps feel disengaged, misaligned with business goals, or lack clarity on what drives success—it’s time to take a closer look at VXP. We’re here to:
- Equip your team with the tools they need to succeed.
- Align your sales strategies with profitability.
- Drive the behavior changes that propel your business forward.
Contact us to learn how VXP can help you build a profit culture and achieve incremental, sustainable growth
“Partnering with VXP has injected an exciting fresh energy into the Stokes Distributing team. What we are witnessing is a level of engagement, with even our most reticent members actively asking questions and exploring this new way of working. It’s been inspiring to watch our team eagerly embracing change, as we leave behind outdated methods for a more efficient and data-driven approach.”
Sparkman Walker
President, Stokes Distributing