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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

Listen up, and welcome back to Tapped In Sales! This week, Bud and Mikey are diving into the quirks and challenges of route disparities in beer distribution. Ever wonder why some routes crush it while others struggle? Let’s break it down together. We’re breaking down how knowing your routes can unlock big wins and boost your sales game. Whether you're hustling in the city or cruising through the countryside, we’ve got tips to help you crush it. Key Takeaways: 📊 Tailored route goals create fairness and boost sales performance. 👩‍💼 Understanding geography, socioeconomics, and account types is critical for success. 🛒 Shopper behavior should drive product placement and sales strategies. 📢 Collaborating with sales reps fosters accountability and better results. 🍺 Avoid oversaturated markets and focus on untapped opportunities for growth. =============== 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!
Tapped In Sales E34: Secrets of Route Disparities in Beer Distribution
Join Bud and Mikey on this episode of Tapped In Sales as they dive headfirst into the world of THC beverages with expert guest Ian Dominguez, founder of Delta Emerald Ventures. Ian brings his day-to-day expertise in the cannabis and THC drinks space to the conversation, unpacking the massive growth potential and strategic opportunities this emerging category offers beer distributors. Key Takeaways: The Cannabis Industry's Explosive Growth: Ian explains why the cannabis industry could surpass alcohol, potentially reaching $270 billion in the U.S., with THC beverages poised to capture a significant share of this market. The Shift to Low-Proof THC Drinks: Discover how low-dose THC beverages are unlocking new occasions and attracting new consumer bases, particularly among women and light cannabis users. Lessons from History: Ian draws parallels between the post-Prohibition rise of 3.2 beer and the current trajectory of THC beverages, forecasting mass-market adoption driven by beer distributors. Beer Distributors at the Helm: Ian highlights why beer distributors are uniquely positioned to dominate the THC drinks space due to their expertise in regulated products and strong relationships with retail channels. Navigating Regulation and Risk: From state-specific lobbying efforts to federal clarity, Ian discusses the evolving regulatory landscape and how distributors can mitigate risks while seizing opportunities. The Role of Flavor and Quality: Learn why creating exceptional flavors and ensuring quality assurance are crucial for standing out in the competitive THC beverage market. About our guest: Ian Dominguez – Founder of Delta Emerald Ventures, an investment fund specializing in cannabis and THC beverage opportunities. Ian shares invaluable insights into this rapidly evolving space and offers practical advice for distributors looking to enter the market. Resources Mentioned: Delta Emerald Ventures: Explore THC beverage research and insights. Kana DataCon Conference: Learn more about the February 6-7 invite-only conference featuring industry leaders. Connect with Ian: Email: ID@deltaemerald.com LinkedIn: Ian Dominguez =============== 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!
Tapped In Sales E: 33 Rise of THC Drinks and What It Means for Beer Distributors with Ian Dominguez
In this episode of Tapped In Sales, Bud and Mikey switch things up with a special guest from the world of wine. Chris Ireland, founder of Ireland Family Wine & Spirits, joins us to share some serious insights on what he calls “Supplier Math 101.” If you’ve ever wondered how wine suppliers approach goal-setting, profitability, and market strategy with a clearer plan, this is the episode for you. Chris brings us into his world, where years in the wine industry and a background in economics have given him a unique take on aligning suppliers and distributors for real results. He breaks down the exact numbers and strategies he uses to measure—and achieve—success. We get into everything from how many presentations convert to placements, to how a solid plan can help close those sales gaps you didn’t know how to tackle. But it’s not all about the numbers; Chris dives into the importance of a strategic partnership between suppliers and distributors. He talks about trust, truth, and the real value of a “systems” approach. Expect to walk away with actionable insights on building relationships that go beyond just selling cases, as well as fresh strategies you can take to your next distributor meeting. Key Takeaways: 📊 Supplier Math 101: Chris breaks down his systematic approach to tracking placements, conversions, and realistic market potential. 🔗 Bridging the Gap: Learn how a structured strategy can help make up those extra cases and drive real growth. 🤝 Building Trust Through Numbers: Discover why understanding a distributor’s business and aligning on goals is essential to making these partnerships thrive. 🛠️ Systems greater than Goals: The difference between setting high-level targets and having a real, repeatable strategy for consistent execution. Tune in for a deep dive into supplier strategy, practical sales tips, and why clear communication is the missing piece to long-term profitability. Whether you’re on the wine or beer side, there’s something here for everyone aiming to master the market. =============== 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!
Tapped In Sales E32: Supplier Math Exposed: How One Wine Pro Unlocks Profit Potential
Welcome back to the Tapped In Sales Podcast! 🍻 This week, Bud and Mikey dive deep into the tricky world of quantity discounts (QDs) and how to make them work for you – not against your profit margins. 💰 Highlights: ➡️ Smart vs. Blind Discounts: Quantity discounts can drive volume, but only if you're strategic. Discover why blindly offering QDs without a clear ROI can hurt your bottom line. 💸 ➡️ Who Should Get QDs? Bud breaks down the reverse bell curve approach, helping you identify which accounts will actually benefit from QDs. Learn why bigger accounts and fringe accounts might be worth the deal, while others just… aren't. 📉 ➡️ Ask the Right Questions: Sometimes, a simple "How am I supposed to do that?" can save you from delivering 300 cases that will sit for months. 🕰️ We’re all about keeping those tough but honest convos going with your accounts! 🤝 ➡️ From Volume to Velocity: It’s not just about pushing product out the back door. We’re talking about getting that product moving out the front door with the right QDs. 🏃‍♂️💨 ➡️ Avoiding Entitlement Traps: Ever notice how QDs can become a customer entitlement instead of an incentive? Bud and Mikey discuss why setting clear boundaries (and sometimes saying no) can actually boost long-term relationships. 💬 Takeaways: At the end of the day, don’t drift through your QD strategy! Whether you’re targeting higher velocity, better price-to-consumer (PTC) rates, or simply stronger ROI, there are ways to make every QD count. 💥 Grab a cold one, tune in, and let’s talk about using discounts to actually make a difference. 🍻 =============== 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!
Tapped In Sales E31: Quantity Discounts Are You Selling Smarter or Just Selling More?
In this episode of Tapped In Sales, Bud Dunn sits down with Albert Ciuksza Jr., author of Succeeding: Stepping Up Without Stepping in It: The ultimate playbook for successors. They explore the unexpected emotional layers of succession, with Albert sharing insights on why stepping away can be so challenging for leaders and what successors can do to manage the transition. This conversation goes beyond the basics of succession planning. Albert brings unforgettable analogies—like the "Seagull" and the "Arsonist Firefighter"—to illustrate the very real struggles that leaders face when their identity is tied to their business. From navigating grief in leadership transitions to understanding how ego can interfere with success, this episode offers candid advice for anyone dealing with the complexities of family business. Key Takeaways 🔥 The Arsonist Firefighter – Why some leaders sabotage just to stay relevant. 🕊️ Seagull Management – When a leader swoops in, disrupts, and then flies away. 💼 The Identity Trap – How letting go can feel like losing purpose, and why it matters. 🧠 Emotional Side of Succession – Why succession often brings up grief rather than relief. If you’re dealing with succession, managing leadership dynamics, or just looking for an insightful take on legacy and purpose, this episode is a must-listen. Connect with Albert: Find Succeeding Without Stepping On It on Amazon or visit succeedingbook.com. For more on Albert’s work, visit Solutions21.com or connect with him on LinkedIn. =============== 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!
Tapped In Sales E30: Stepping Up Without Stepping On: Navigating Succession with Albert Ciuksza Jr.
In this week’s episode of Tapped In Sales, Bud and Mikey dive into the often-overwhelming world of supplier incentives and ask the question on every distributor’s mind: Are these deals really getting out of control? With incentives surging and becoming more complex, distributors are facing new challenges as they try to balance supplier demands with what actually works for their market and teams. Bud and Mikey explore the factors behind the incentive overload – from crowded shelves to category struggles and an influx of smaller, niche suppliers. Mikey shares real-world examples of supplier incentives that missed the mark, while Bud breaks down how a more strategic approach could turn incentives into tools that truly drive sales velocity and support company goals. Listen in to learn: 🎯 Why supplier incentives are on the rise and how they’re impacting the beer industry 🔍 How to determine if an incentive aligns with your team’s objectives or just adds noise ⚖️ The pitfalls of rigid incentive structures and the importance of flexibility 💬 How to have those “tough conversations” with suppliers to ensure incentives serve your P&L, not just theirs Whether you’re a distributor, sales rep, or anyone navigating the complexities of supplier relationships, this episode will give you actionable tips for making incentives work for you. Don’t miss this insightful conversation to help you stay in control of supplier incentives! Key Takeaways: 💡 Supplier incentives are more than a bonus—they’re a strategy that should align with your company’s goals. 🤝 Flexibility and clear communication can turn an overwhelming incentive into a targeted tool for growth. 📈 Focus on driving velocity rather than just volume to ensure products are moving through to consumers—not just to store shelves. Tune in, subscribe, and share! Don’t forget to leave a review if you enjoyed this episode and found it useful. =============== 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, freesh 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!
Tapped In Sales E29: Navigating Supplier Incentives: Are They Out of Control?
In this episode of Tapped In Sales, Bud and Mike dive into breaking news as Keurig Dr. Pepper acquires Ghost Energy for over $1 billion. They also tackle a hot topic in beer distribution: Delta 9 and THC-infused drinks. Should beer distributors enter this space, and what are the implications if they don’t? Bud and Mike discuss the importance of being at the table during legislative discussions surrounding THC beverages. They highlight how beer distributors, with their decades of experience in selling controlled substances, are best suited to guide this new category. The conversation covers everything from regulatory challenges, market opportunities, and real-world examples like Four Loko and Alcopops. With Delta 9 poised to become a major player in the beverage industry, this episode breaks down why distributors must step up, protect their route to market, and avoid being sidelined by the next wave of beverage innovation. Key Topics: 📢 Breaking News: Keurig Dr. Pepper acquires Ghost Energy for $1 billion. 🧪 THC-Infused Drinks: Delta 9 is a major opportunity for beer distributors—are you ready to capitalize on this emerging market? ⚖️ Legislative Advocacy: Beer distributors must be involved in shaping the regulations for THC beverages or risk being left behind. 📉 Offsetting Losses: THC beverages can help fill the profit gap left by declining traditional beer sales, especially in the wake of Bud Light’s market shifts. ⚠️ Lessons from the Past: Learn from the unregulated chaos of Four Loko and Alcopops—without proper control, the market can get messy. 🏆 Be the Leader: Beer distributors are perfectly positioned to guide this new category with their decades of experience managing controlled substances. Chapters 00:00 Intro 00:57 Breaking News Ghost Energy 03:22 Delta 9 & THC Drinks be at the table 13:29 Delta 9 THC Drinks Reasons to Believe 20:57 Industry Challenges =============== 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!
Tapped In Sales E28: THC Drinks: Be at the Table or Risk Being on the Menu
In this episode of Tapped In Sales, Bud and Mikey dive into the critical topic of optimizing retail space and identifying sales gaps that could lead to untapped sales opportunities. Whether you're a seasoned sales rep or just starting out, this episode is packed with actionable insights to help you maximize your impact at retail. Key Takeaways: No Perfect Account: Even accounts that look perfect on paper often have hidden opportunities. The key is to never stop evaluating and improving. Opportunities and Gaps at Retail: Learn how to identify sales gaps—empty shelves, underrepresented categories, or missed promotions—and how to leverage these gaps to drive incremental sales. Expanding on What's Working: Instead of constantly bringing in new products, focus on expanding space for the products that are already selling well. Bud shares a real-world example of how this strategy increased sales by an entire pallet in one account. The Power of Small Adjustments: Mikey talks about the importance of making small, strategic changes during every account visit. Whether it’s moving a product for better visibility or expanding shelf space for singles, small tweaks can lead to big gains. Trust and Communication with Retailers: Building trust with your retailers is essential. Bud shares a key negotiation strategy from Chris Voss's book Never Split the Difference on how speaking to the negative can make it less negative and how to communicate tweaks and improvements to foster better relationships with your retailers. Leveraging Technology: The episode also touches on using technology, like VXP, to analyze product performance and make data-driven decisions about optimizing space in accounts. Why Listen? If you’re in the business of managing retail accounts, this episode will give you practical tips on how to fine-tune your approach, optimize shelf space, and ultimately drive better sales performance. Bud and Mikey bring a wealth of experience and hands-on strategies, helping you get the most out of every retail visit. Chapters 00:00 Introduction to the Tapped In Sales Podcast 02:55 Exploring Opportunities and Gaps in Retail 05:29 The Imperfection of Accounts 08:16 Identifying Opportunities in Accounts 11:18 Optimizing and Expanding Product Space 11:46 Building Trust with Retailers 14:36 Optimizing Product Space and Inventory 17:29 Strategizing Account Management 20:43 Communicating Success and Opportunities 23:32 Leveraging Technology for Account Analysis 26:46 Continuous Improvement and Opportunity Identification Subscribe and Listen: Listen to Tapped In Sales on Spotify, Apple Podcasts, YouTube, or wherever you get your podcasts. Don’t forget to check out Bud’s recent guest appearance on Beer Net Radio: https://youtu.be/tvXyxOMYw7s?si=S8Hu76i1QCoBHQEf =============== 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!
Tapped In Sales E27: "Finding the Hidden Gold: Optimizing Retail Space and Uncovering Sales Gaps"
In this episode of Tapped In Sales, Bud and Mikey explore the risks of turning your Performance-Based Pay (PFP) into a predictable, guaranteed monthly bonus – and why that’s a trap you should avoid. Drawing from real-world experiences and their recent seminar at the NBWA convention, they discuss how sales teams can fall into the entitlement mentality when incentives become too reliable and easy to achieve. Key Topics: The Entitlement Trap: Has your PFP structure become so predictable that your sales reps expect their bonus without much effort? Bud and Mikey explain how this can stifle performance and why it’s crucial to introduce variability in your incentive programs. Identifying Predictability in Your PFP: Real-life examples from the field show how certain bonuses, like a $100 tap handle, become routine and lose their motivating power. The hosts discuss why predictable, recurring bonuses fail to drive meaningful performance. How to Shake Things Up: Learn how to redesign your PFP to introduce new challenges and goals, breaking the cycle of predictability. They share strategies for aligning incentives with actual performance and how to set goals that stretch your team without demotivating them. Tough Conversations and Leadership: Bud and Mikey offer advice on how to communicate changes to your team, focusing on the business’s long-term needs and the importance of performance-driven pay. Leaders will need to explain the “why” behind the changes and be prepared for resistance. Success Stories: Hear examples of how other distributors have successfully overhauled their pay structures, re-energizing their teams and getting better results. Chapters 00:00 Introduction and Weather Talk 02:16 Impact of Hurricane Helene on Beer Distributors 11:01 Preparing for Future Storms 13:48 Understanding PFP as an Entitlement 15:42 Challenges with PFP Programs 21:45 Reviewing PFP Structures 25:01 Creating Variability in Goals 28:34 Misalignment of Goals and Relationships 33:17 Shaking Up PFP Programs 38:33 Conclusion and Call to Action Listener Up!: Bud and Mikey encourage listeners to share their own challenges or success stories with PFP. They’re eager to hear how others are navigating similar issues and to dive deeper into industry-wide solutions. If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!
Tapped In Sales E26: How to Make Your PFP a Guaranteed Monthly Bonus – And Why You Shouldn’t
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