138: Dr. Tony Vercillo – Life Lessons & Profitability

Guest: Dr. Tony Vercillo

Guest Bio:

​Dr. Tony Vercillo is a 30-year veteran in the Product Marketing and Distribution industry. He has a Doctorate in Marketing Management, with special emphasis on Global Marketing Strategies (Summa Cum Laude). He also received his MBA in Leadership and Human Behavior. He is a highly sought-after public speaker known for his "infectious enthusiasm."

Dr. Vercillo has been an Author for more than 30 years in the non-fiction arena. He always dreamt of dabbling in the fiction world, and this work is his first foray into the exciting world of novels.

Dr. Vercillo has served as a Senior-Level Manager and Vice President for PepsiCo and a third-party supply-chain firm. He is currently the CEO of a major kosher food service company in New Jersey. He also recently retired from teaching Global Marketing Strategy and Supply Chain Theory at California State University. His passion in life is teaching and coaching, and he has spent the last 20 years fulfilling that dream.

Key Points:

Sales Strategy:

· Cross-Training: Salespeople are trained across all segments (e.g., healthcare, schools, caterers) to improve adaptability and pricing knowledge.

· Hunter-Farmer Hybrid: All reps are expected to both acquire new clients and manage existing relationships.

Change Management:

· Data-Driven Approach: Used financials, industry benchmarks, and logic to explain changes.

· Persistence: Faced resistance but stood firm while showing empathy.

· Ongoing Communication: Holds regular sales meetings (e.g., upcoming board meeting) to address concerns.

Operational Improvements:

· Customer Visit Push: Implemented Salesforce (embedded in new ERP) and assigned a champion to ensure usage.

· ERP Integration: New system launching May 1 improves visibility and report generation.

· Coaching Culture: Monthly check-ins, product-level reviews, and data-backed feedback by the sales VP.

Onboarding & Training:

· Hands-On Process: All new hires must work in order entry, warehouse, and ride with drivers.

· Holistic Understanding: Training ensures reps grasp the entire business, not just selling.

Financial Results:

· Sustained Growth: Double-digit revenue growth and increasing profitability every year since he joined.

· Cash Flow Focus: Reduced cash gap from 70+ days to ~37 days through disciplined collections and vendor management.

· Customer Retention: 99% retention rate, even with stricter payment terms.

Guest Links:

Connect on LinkedIn

https://www.youtube.com/@s.bertram

https://doclifelessons.com/episodes

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