Wes Verno: The Way We’ve Always Done It Is Killing Performance

The beer business is changing fast — but too many wholesalers are still operating like it’s 2005.

In this episode of the Tapped In Sales Podcast, Bud, Moneyball Ross, and Data Mike are joined by Wes Verno of Verno Consulting, one of the most respected strategic advisors in beer distribution, for a wide-ranging and honest conversation about why legacy structures, outdated service models, and misaligned compensation plans are quietly killing performance.

This isn’t a theory-heavy episode. It’s grounded in real distributor examples — from route design and service levels to middle management overload and compensation structures that reward entitlement instead of results.

If you’ve ever said (or heard):

“That’s just how we’ve always done it…”
this episode is for you.

🍺 What’s Covered in This Episode
🧭 Why route structure is a strategy decision, not a spreadsheet exercise
🚚 How wholesalers over-service accounts and quietly subsidize inefficiency
⚖️ The hidden cost of misaligned labor and overloaded middle management
📋 Why most wholesalers don’t actually have a real service policy
🎯 The case for fewer but better managers, positioned to coach — not cover routes
🏆 Why putting your best reps in the wrong accounts kills productivity
💸 How compensation plans drift into entitlement (and why that’s dangerous)
🤝 The difference between being a nice employer and a sustainable employer
🧠 How technology should simplify focus, not overwhelm reps
🤖 What the sales role looks like as order replenishment becomes automated
📈 Why gross profit growth, not cost cutting, is the real long-term solution

🔑 Key Takeaway
The biggest threat to distributor performance isn’t competition, labor, or technology.
It’s inertia.
Distributors that cling to “the way we’ve always done it” are misallocating resources, over-servicing the market, and limiting long-term growth. The winners will be the ones willing to rethink routes, roles, service levels, and pay — and align them to performance and profit.

👤 About Wes
Wes Verno is a partner at Verno Consulting, working with beer wholesalers across the country on go-to-market strategy, routing, operations, labor alignment, and organizational design. His insights are drawn directly from hands-on work inside distributor warehouses, sales teams, and leadership rooms.

🔗 Learn more about Wes and his team:
👉 https://vernoconsulting.com/

Wes also publishes two industry resources widely used by distributor leaders:
Verno’s Beverage Brief — a monthly deep dive into distributor best practices
The 2-Minute Manager — short, thought-provoking leadership insights

📬 Subscribe here:
👉 https://vernoconsulting.com/subscribe/

📩 Want to Learn More?
If this episode sparked questions about:
Route restructuring
Sales role design
Service policies
Compensation alignment
Or how technology can support better decisions
Reach out to the VXP team at info@vxp.com

🍺 Episode Chapters
🧠 00:00 Consulting in the Wholesaling Industry
🧭 07:30 Route Strategy and Market Adaptation
🚚 13:28 Service Policies and Over-Servicing Challenges
📊 15:38 Understanding Account Discrepancies
⚖️ 17:48 Management Structure Imbalance
🧑‍🏫 19:54 The Role of Middle Management
🏗️ 21:19 Sales Rep Structure and BDRs
🔀 22:11 Bifurcation of Sales Teams
🎯 25:44 Identifying High-Impact Accounts
🏆 26:40 Defining Good Sales Reps
💸 28:58 Evolving Compensation Structures
🤝 32:21 Balancing People and Profit
🧠 37:06 The Role of Technology in Sales
🤖 40:14 Future of Sales with AI and Automation
📈 43:43 Preparing for 2026 and Beyond
🎧 52:54 Episode Wrap-Up

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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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