In the beverage distribution world, we talk a lot about numbers — margins, incentives, profit per case. But one of the most powerful metrics for leaders isn’t tracked in your RAS. It lives in the day-to-day moments between you and your team.
We call it the leadership bank account — the idea that every conversation, every piece of feedback, and every coaching moment is either a deposit or a withdrawal in your relationship with someone on your team.
When that account is full, trust is high and tough conversations land. When it’s empty, every withdrawal feels like a hit.
This concept, which we unpacked in Episode 76 of the Tapped In Sales Podcast, is what we call the deposit and withdrawal feedback loop.
Deposits: Building the Balance Before You Spend It
Positive feedback is your currency. And like any good account, you can’t spend what you haven’t earned.
Deposits happen every time you:
- Recognize someone’s good work on the spot.
- Highlight smart execution in a team meeting.
- Offer encouragement during a tough stretch.
Consistency beats intensity. Small, steady deposits — an unexpected thank-you, a quick text, a shoutout in a meeting — build more trust than one big “employee of the month” gesture that feels forced.
Ross Ackermann puts it this way: humans are wired for reciprocity. “Even before money existed, we kept score through relationships. Deposits and withdrawals are just how people work.”
Withdrawals: Accountability That Doesn’t Overdraft
You can’t avoid withdrawals — tough feedback and accountability come with leadership. But they land differently when there’s already money in the account.
When a manager who’s made deposits all month says, “I need you to fix this,” it lands as coaching.
When the only time you hear from your boss is when something’s wrong, it lands as criticism.
Mike Hall shared that dynamic from his own experience:
“I’ve had both types of managers — the one who’s always negative, and the one who balances feedback. With the second, I didn’t get defensive. I wanted to do better. Because I knew he cared.”
Common overdraft triggers include:
- Constant fire drills and unclear priorities
- Silence (only showing up when there’s a problem)
- Moving the goalposts mid-month
The ROI of Positivity
Deposits aren’t “soft skills.” They drive real business outcomes.
Leaders who build trust and recognition see:
- Lower turnover – people stay where they feel valued.
- Higher engagement – reps go the extra mile when they know it’s noticed.
- Better performance – because feedback feels like partnership, not punishment.
At VXP, we see this daily in our distributor partners. A positive leadership loop doesn’t just make people feel better — it shows up on the P&L through retention, training efficiency, and sales consistency.
How to Start Making Deposits Today
If you’re looking to start building balance, keep it simple:
- Start small. A quick acknowledgment or thank-you is enough to begin.
- Be specific. “Nice job” is fine, but “Great display on that new launch” lands stronger.
- Stay spontaneous. Recognition means more when it’s unexpected.
- Recognize up, down, and sideways. Deposits work with peers and bosses too.
Remember: a $20 gesture at the right time can do more than a $300 expected bonus.
A Real-World Example
During my time at Atlas, two drivers — Brandon and Larry — couldn’t stand each other. Both strong personalities, neither willing to budge.
I pulled one into my office, dumped a jar of coins on the desk, and said, “This is your relationship with Larry. You’ve both spent it all.”
That visual changed everything. They started small, made deposits, and six months later, were working together like pros.
You can start from zero. You just can’t fake consistency.
Final Thought
Leadership isn’t about being everyone’s friend. It’s about earning the right to be honest.
If you want feedback to stick, build a balance before you spend it. Because when the account is full, your words carry interest.
Want to Learn More?
If you’re looking to dive deeper into this topic — including how deposits, trust, and accountability shape culture and retention — check out Tapped In Sales Episode 76: Leadership as a Bank Account: Mastering the Feedback Loop.
In this episode, Bud, Ross, and Mike share real-world examples from distributor life and the science behind why consistent feedback makes or breaks sales teams.