VXP

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Tapped In Podcast Sales and Strategy for beer distributors

Tapped In – the podcast for Beverage Distributors that want to empower their sales team to drive business results

Hosted by Bud Dunn and Mike Hall of VXP

Tapped In Podcast is the ultimate resource on topics of interest to Sales Teams in the beverage distribution industry

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Episodes

Put your PFP dollars behind a brand that's down 10% and you trade growth for decline. Then everyone acts surprised when the month finishes down 10. Full episode: https://youtu.be/mulA6c_UxE8 #beerdistribution #salesincentives #tappedinsales
PFP Dollars on a Losing Brand
One distributor told us pushing the same mega brands is like making a fish climb a tree. So they lean into the brands with momentum, and their GP per case shows it. Full episode: https://youtu.be/mulA6c_UxE8 #beerdistribution #salesincentives #tappedinsales
Stop Pushing Declining Brands
October was down 8.5 on volume. The distributors who leaned into momentum brands were only down 5 on GP. Bud, Mike, and Ross break down October across our client base, why putting PFP dollars behind a brand that's down 10 is a guaranteed way to finish down 10, and where distributors are actually finding profit right now. In this episode, we break down: 📉 Down 8.5 in October, or really down 4.4 once you adjust for the lost selling day 🐟 "Like a fish climbing a tree": why pushing the same mega brands isn't working 💸 What happens when PFP dollars chase a minus 10 trend 🍺 Ultra and Ultra Zero hoovering up the NA category 🥤 The NA game: energy, soda, and water as pure growth 🥧 Losing share vs. a shrinking pie, and how to tell which one you've got 🎃 Seasonals, FPL, and why nobody could find a pumpkin beer in October Chapters: 00:00 Intro 02:03 The great pumpkin beer hunt 04:55 Why seasonals don't pencil anymore 07:44 The economy behind the midterms 10:39 Midterms and the market 11:33 October: down 8.5, or really down 4.4? 13:42 Halloween on a Saturday saved the month 20:05 Fish climbing a tree vs. surfing the wave 21:39 Talent managers, not tastemakers 23:30 PFP dollars on a minus 10 brand 27:14 Volume down 8.5, GP down 5: the NA game 28:27 Losing share or a shrinking pie? 30:31 Better to be a distributor than a brand owner 31:21 The doom loop 31:53 November's calendar 36:18 Price increases coming in February 40:36 Bacardi to Reyes, RNDC, and the CDC arbitration 42:59 Full Sail goes to Buzzball 48:17 Wrap-up Related episodes: 🔁 Ep 123, Three Places to Find GP When Volume Falls Apart: https://youtu.be/h1yfcSLlo-c 🔁 Ep 124, Programmed Reps vs. Scout Reps: Are You Over-Programming Your Team? 🎧 Listen, learn, and enjoy what you do. Share with a friend if you love it. 🍎 Apple Podcast: https://podcasts.apple.com/us/podcast/tapped-in-sales-and-strategy-for-beer-distributors/id1744836870 🎙️ Spotify: https://open.spotify.com/show/1AuQiKjRrHy0JmwwvTAzAJ?si=946131dfc2444165 🌐 VXP: https://vxptech.com/podcast/ ✉️ info@vxptech.com Tapped In Sales is the podcast for beer distributors, by beer distributors. Sales strategy, rep pay, and execution from people who have run the routes. #BeerDistribution #PayForPerformance #TappedInSales
Momentum Brands vs. Declining Brands: Where Your PFP Dollars Should Go
Qualifiers and rebuys are how you lose the salesman. Geoff Rifkin keeps Dynamo's PFP simple and pushes the complicated stuff to over-the-top programs. Full episode: https://youtu.be/sJSkftj_0qE #beerdistribution #salesincentives #tappedinsales
No Qualifiers. No Rebuys.
Suppliers get sticker shock at $3,000 for a month of focus. Geoff Rifkin from Dynamo explains why PFP is about raising the baseline long after the month ends. Full episode: https://youtu.be/sJSkftj_0qE #beerdistribution #salesincentives #tappedinsales
Not a One-Month Program
If Dynamo's team misses 80% of a supplier's goal, the supplier pays nothing. Geoff Rifkin explains why that accountability makes the whole program work, and how it changes the way goals get set. Full episode: https://youtu.be/sJSkftj_0qE #beerdistribution #salesincentives #tappedinsales
Supplier Pays $0 Under 80%
Suppliers pay nothing if the team misses 80%. Reps who hit still get paid. That's how Dynamo built an incentive program reps actually execute. Geoff Rifkin, VP of Sales at Dynamo Specialty Distributing in Texas, joins Bud, Mike, Ross, and Alicia to break down Dynamo's Pay for Performance (PFP) program and why it beats over-the-top incentives. In this episode, we break down: 🎯 Why "please prioritize us" needed a number and a plan 🔒 Four KPIs a month, max, so reps can actually focus 💰 Supplier pays $0 under 80%, and Dynamo still pays the reps who hit 📈 Straight-line payouts to 125%, because capping at 100% kills motivation 📍 Distribution in the right places, not just anywhere 🧹 Why qualifiers and rebuys turn programs into chaos 🤝 How brand managers stay sane stuck in the middle Chapters: 00:00 Intro 01:32 Geoff's path to Dynamo 06:27 125+ suppliers and ABP season 11:15 Why Dynamo built PFP 12:59 Holding suppliers accountable 14:06 The supplier town hall 17:49 How suppliers measure ROI 20:07 What about suppliers who just want volume now? 23:25 How PFP works: four KPIs a month 25:03 Supplier pays $0 under 80% 26:50 Missed the target? Reps still get paid 29:38 Picking the right metric: CEs, placements, distribution 32:21 Distribution in the right places 35:42 Simple beats over-engineered 38:54 Straight-line payouts to 125% 40:29 The cost conversation with suppliers 44:46 Brand managers stuck in the middle 48:06 100% of their business 48:45 Wrap-up Related episodes: 🔁 Ep 125, Placements vs. Rebuys: Why Distribution Drives Keep Failing: https://youtu.be/XFbmgHtzHb0 🔁 Ep 131, Management Math vs. Rep Math: How to Sell a Pay Change to Your Team: https://youtu.be/0UTOjAJePFo 🎧 Listen, learn, and enjoy what you do. Share with a friend if you love it. 🍎 Apple Podcast: https://podcasts.apple.com/us/podcast/tapped-in-sales-and-strategy-for-beer-distributors/id1744836870 🎙️ Spotify: https://open.spotify.com/show/1AuQiKjRrHy0JmwwvTAzAJ?si=946131dfc2444165 🌐 VXP: https://vxptech.com/podcast/ ✉️ info@vxptech.com Tapped In Sales is the podcast for beer distributors, by beer distributors. Sales strategy, rep pay, and execution from people who have run the routes. #BeerDistribution #SalesIncentives #TappedInSales
Pay for Performance vs. Over-the-Top Incentives: What Reps Actually Execute
NA beer was growing 18% a year ago. Now it's about 6. Ross's warning: the danger isn't decline, it's the slowdown in growth that everyone ignores. Ades are next. From Episode 132 of Tapped In Sales: Watch the Growth Rate, Not the Growth: What the Ade Rush Means for Distributors. 🎧 Full episode: https://youtu.be/qUexMegT2Lc #beerdistributor #tappedinsales #beerindustry
Beware the Turn
Mike wanted a pumpkin beer in October. The bar had twenty taps and not one. That's an occasion beer should own, and it's sitting there for whoever shows up. From Episode 132 of Tapped In Sales: Watch the Growth Rate, Not the Growth: What the Ade Rush Means for Distributors. 🎧 Full episode: https://youtu.be/qUexMegT2Lc #beerdistributor #tappedinsales #beerindustry
Twenty Taps, No Pumpkin Beer
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