The Handcrafted Podcast: The Business of making things

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Summary:
In this episode, Paul breaks down why so many makers struggle to close deals—not because of their craftsmanship, but because of a weak or nonexistent sales process. Drawing directly from how he runs sales at Philadelphia Table Company, Paul walks through what actually works when it comes to qualifying leads, building trust, and closing high-ticket custom projects.
Rather than treating sales as something “slimy” or transactional, Paul reframes it as a human, relationship-driven process. He explains why the founder must own sales early on, how responsiveness and communication directly impact close rates, and why selling an experience—not just a product—is the key to long-term success.
Key takeaways:
If you don’t have a sales process, you’re leaving money on the table. Most missed deals come from poor follow-up, unclear qualification, or slow responses.
Ask for a budget early. Getting alignment upfront saves time and filters out bad-fit leads before energy is wasted.
Speed matters. The faster you respond and quote, the higher your chances of closing—especially in competitive markets.
Use Loom and real conversations to close. Video and phone calls build trust, allow real-time feedback, and prevent deals from going dark.
Sell the experience, not just the furniture. Clients are buying trust, communication, and a process—not just a finished piece.
Stay in the communication lane they chose. Close deals via the same channel they reached out on (text, email, Instagram, etc.).
Founders must learn sales before hiring it out. You can’t outsource sales effectively until you can do it yourself.
Connection builds trust. Relating to clients on a human level—listening more than talking—is often what seals the deal.
B2B and B2C sales behave differently. Knowing when and how your ideal clients reach out helps you respond at the right times.
Great communication beats great pricing. Clients choose the best experience, not just the lowest number.
If you have questions for a future Office Hours episode, or want deeper feedback on your own sales process, email Paul at [email protected]
or join the Handcrafted Network community.
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Summary:
In this episode, Paul breaks down the most common mistakes he sees makers make with their websites—and shares eight practical elements every effective site must include. Drawing from his experience building Philadelphia Table Company and reviewing countless member sites inside the Handcrafted Network, Paul explains how a website should do more than “look good”—it should actively qualify leads, tell your story, and drive real inquiries.
This is a tactical, no-fluff episode for makers who want their website to work harder for their business. From hero images and contact forms to storytelling, reviews, and blogs built for AI search, Paul walks through how to structure a homepage that builds trust, filters out bad leads, and attracts the right clients.
Key takeaways & highlights:
Hero image + clear CTA: Your homepage must immediately tell visitors what you do and give them one obvious action to take (work with us, get a quote, view the gallery).
A clean contact page with budget ranges: Asking for budget upfront saves time, pre-qualifies leads, and improves close rates.
Text/chat option matters: A simple text or chat widget lowers friction and captures casual but potentially valuable inquiries.
Strong photo gallery: High-quality, consistent images build credibility and help clients visualize what’s possible.
Tell a real story: Clients buy into why you do what you do—not just what you make. Story drives brand and pricing power.
Reviews build trust: Google reviews in particular act as social proof and help with AI-driven discovery.
Link your socials: Social media extends your story and helps clients connect emotionally with your brand.
Blogs still matter (especially for AI): Question-based blog posts help your site get found when people search things like “How much does a custom table cost?”
If you have questions, want your site reviewed, or want to submit a topic for a future Office Hours episode, email [email protected]
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Summary:
In this New Year episode, Paul kicks off 2026 by challenging the “new year, new me” mindset and reframing how makers should think about growth. Instead of vague resolutions, he makes the case for practical, achievable goal-setting—especially when it comes to revenue. Drawing from how he plans each year inside his own business, Paul walks listeners through a simple, repeatable framework for turning big annual goals into clear weekly targets.
The episode centers on reverse-engineering revenue: breaking a yearly number into monthly and weekly goals, then translating those numbers into actual pieces sold. Paul also explains why revenue alone isn’t always the best motivator—particularly for teams—and shares examples of team-wide goals that everyone can rally behind. The takeaway is clear: progress comes from clarity, consistency, and focusing on what you can execute this week, not from beating yourself up over missed targets.
Key takeaways:
Resolutions vs. goals: Resolutions are often abstract and unrealistic; goals should be specific, measurable, and achievable.
Reverse-engineer your revenue: Start with a yearly goal, then break it into monthly and weekly targets you can actually act on.
Think in pieces, not dollars: Define how many tables, chairs, boards, or products you need to sell to hit each weekly goal.
Use team goals when possible: Efficiency, output, and shared metrics give teams something concrete to rally behind beyond revenue alone.
Adjust without guilt: Missing a goal isn’t failure—it’s feedback. Recalibrate, add revenue streams, or shift expectations as the year unfolds.
Focus on one week at a time: Hitting small, consistent weekly goals is how long-term growth actually happens.
If you have questions or want access to Paul’s worksheets and planning framework, reach out at [email protected]
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Make 2026 your year!!! :  Join the Community 
Summary:
In this short, personal holiday episode, Paul checks in with listeners to talk about the importance of consistency—showing up even when life is full, tiring, or uncertain. Recorded just days after the birth of his first son, the episode reflects on commitment, accountability, and why doing the hard things is often what leads to the most meaningful outcomes.
Paul also looks ahead to the new year, encouraging listeners who want real growth in 2026 to do something different: plan intentionally, surround themselves with the right people, and hold themselves accountable. He shares how building systems, hiring a team, and scaling his business have created the freedom and peace of mind that allow him to be fully present with his family during this season.
Key takeaways:
Consistency beats motivation: Progress comes from showing up regularly, even when it’s inconvenient or uncomfortable.
Hard things are often worth it: Whether in business or life, the most meaningful results usually come after long, challenging stretches.
Accountability drives growth: Goals are more likely to happen when you put them in writing and share them with others.
Planning creates clarity: Quarterly and yearly planning help turn intention into action instead of repeating the same year over and over.
Scaling isn’t just about money: Building systems and a team creates freedom, stability, and peace of mind—not just growth.
Community matters: Being around other makers and business owners provides support, perspective, and momentum when things feel heavy.
Paul closes by thanking listeners for their support, encouraging them to reflect on the year ahead, and inviting those ready to take 2026 seriously to join the Handcrafted Network for structured planning and accountability.
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Summary:
In this end-of-year episode, Paul reflects on the past year—both personally and professionally—as he heads into the holidays and a new chapter of life. Rather than pushing traditional New Year’s goal-setting, he shares a more grounded, sustainable approach built on reflection, honesty, and problem-solving.
Drawing from real examples inside Philadelphia Table Company, Paul explains how looking back at what worked, what didn’t, and where friction still exists creates clearer momentum than chasing arbitrary targets. The episode is a reminder that growth doesn’t come from pressure or “shoulds,” but from understanding your current chapter and solving the right problems next.
Key Takeaways:
Start by looking backward. Write down what truly worked this year before deciding what to change.
Double down on wins. Operational efficiency, hiring great people, raising prices, and refining brand focus created leverage.
Identify friction honestly. Delivery logistics, product mix, and bottlenecks (like sales capacity) reveal where growth is blocked.
Think in problems, not goals. Revenue targets matter, but solving constraints is what actually unlocks them.
Break big numbers into real actions. Weekly sales targets and product mix clarity make growth achievable.
Give yourself grace seasonally. Winter isn’t always about pushing harder—it’s often about reflection and alignment.
Makers solve problems by nature. Apply the same mindset you use in the shop to your business and life.
If you have questions or want a future topic covered, reach out at [email protected]
 and stay connected inside the community.
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