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Verno Consulting

Verno's 2-Minute Manager newsletter (2MM) is a free resource designed to quickly equip leaders of the beverage distribution industry. Share each issue with your leadership team to start conversations that will help your company stay ahead in the rapidly changing marketplace.

2MM: Don’t Let Accounts Shop the Order at the Door

View in Browser | Sign Up Every time an account "shops" the order at delivery, your warehouse and delivery absorb the real cost — up to four times the labor it took to build that order in the first place. Every wholesaler has at least some accounts that “shop” the order (try to adjust the quantity or product mix) upon delivery. No one wants to force products on an account – we get that. At the same time, allowing an account to adjust the order upon delivery not only slows down the driver but...

2MM: 9 Ways to Save Money in Delivery

View in Browser | Sign Up After making all the "right" moves to lower delivery costs, are you still seeing expenses remain stubbornly high? You’re not alone. When the numbers aren’t budging, wholesalers are left wondering why their efforts aren't translating into actual savings. Volume has been down multiple years in a row. Costs are increasing. New accounts are opening. Management wants to save money, so they look for savings in delivery (after all, delivery is the most expensive service...

2MM: When Small Inventory Variances Become Big Problems

View in Browser | Sign Up When there are high numbers of SKUs showing variances, you have sloppy inventory processes. It doesn’t matter if the variances are positive or negative, small or large - the fact that there are a lot of them is the problem. A small inventory variance is always better than a large inventory variance, but enough small variances can indicate a significant process issue. We understand that thousands of cases are being moved every day in the warehouse, and that counting...

2MM: Don’t Solve for Profit. Set It.

View in Browser | Sign Up If you solve for your annual profit goal by budgeting top down, you are not alone, but you may be short-changing your profit goal. Many wholesalers do annual budgeting from the top of the P&L down to the operating profit line. In other words, they solve for their annual profit goal. We call this “settling” for your profit. We believe ownership can get short-changed when they settle or solve for the profit that’s left. From an accounting perspective, it makes sense to...

2MM: Why "The Way You've Always Done It" Isn't Working

View in Browser | Sign Up Every wholesaler wants sustainable growth, but too many wholesalers are stuck operating in "the way we've always done it." If that sounds familiar, this episode is for you. VXP recently interviewed Wes Verno on their Tapped In Sales Podcast to discuss how wholesalers can take their limited resources to be more effective in 2026. Watch it below or listen to it wherever you get your podcasts. Don't have 55 minutes? Download our key takeaways: Verno and VXP Interview...

2MM: 7 Simple Ideas to Increase Management Engagement in 2026

View in Browser | Sign Up When management is not around, disenfranchisement can abound. Disenfranchised employees are more likely to care less about the company or the quality of their work, and eventually leave the company altogether. Employees often view upper-level management as unavailable to workers. In most wholesalers, employees are more loyal to their direct supervisor or teammates than to the company itself. Too often, wholesaler leadership and higher-level managers are not...

2MM: Before You Say Yes to Another SKU… Read This

New SKUs are critical to the future of the beverage industry, but pose significant cost risks to wholesalers if unsuccessful. All new SKUs have a certain degree of risk. Wholesalers need to know how to measure and manage the selection of new SKUs. Just about every wholesaler has to deal with more SKUs than they want to carry. Suppliers are attempting to stimulate growth by introducing new sizes and flavors, a trend that has been ongoing for several decades. Consumers seek new items that meet...

2MM: Is Breakage Hiding Your Biggest Inventory Theft Problem?

Inventory theft is more than a breakage problem – it’s also a leadership problem. It's leadership’s role to make sure the right processes are in place and being followed, which makes inventory theft more difficult and easily detected. Many wholesalers have told us stories about theft problems. The risk of product theft is a real challenge in the industry, but it shouldn’t be acceptable for leadership to look the other way towards unaccounted-for inventory loss. Breakage is one of the areas...

2MM: Your 'successful' online portal might be failing (here's why)

When it comes to measuring online order adoption, are you winning the scoreboard but losing the game? Many wholesalers consistently overestimate their online ordering success, creating a dangerous blind spot that undermines digital transformation efforts and revenue growth. While wholesalers celebrate seemingly impressive online metrics (e.g., high portal registrations), the truth reveals a critical disconnect: most "active" accounts exist only on paper. Why? Retailers sign up for portal...

2MM: Are Your Sales Meetings Hurting or Helping?

Every time you call your sales team in for another "quick" meeting, you're pulling money out of your pocket. Is the meeting worth it? While you think you're building alignment and sharing critical updates, your top performers are sitting in a meeting room instead of closing deals. The frustration is palpable: your best salespeople check their phones, mentally calculating the commissions they're losing while listening to updates that could have been delivered through email. As a wholesaler who...

Verno's 2-Minute Manager newsletter (2MM) is a free resource designed to quickly equip leaders of the beverage distribution industry. Share each issue with your leadership team to start conversations that will help your company stay ahead in the rapidly changing marketplace.