Paul Matthews, the Sales Director at Timothy Taylors, joins us this week to unravel the evolving landscape of the cask beer industry. 

With a a substantial £9 million investment, Paul shares the strategies Timothy Taylors is deploying to ensure growth and unwavering beer quality. 

Discover the nuanced world of craft beer sales as we navigate the high standards Timothy Taylors upholds in cask ale quality. 

We dissect pricing strategies and the critical role of a well-defined price ladder in today's market. 

Paul emphasises the importance of rigorous training and quality checks to maintain consistency. 

We also discuss the Champions Club, a unique initiative recognising pubs that meet exceptional service standards, and how an up-to-date pint finder on the website can enhance customer satisfaction and loyalty.

You'll learn how to transform your sales approach with the art of active listening - and Paul highlights how turning a basic sales pitch into a conversation that addresses customer needs can significantly impact outcomes. 

This episode is your gateway to understanding how Timothy Taylors is positioning itself as a premium brand that offers value and quality, ensuring great margins for their customers without oversaturating the market. 

Tune in for strategies that could redefine your approach to sales and customer engagement with the complex On Trade sales arena.