The Handcrafted Podcast: The Business of making things

Latest Episodes:

5 Ways to Get Better at Sales Aug 10, 2026

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Paul shares five practical sales habits that help makers turn more inquiries into paying clients—without relying on pushy scripts or gimmicky closing techniques.

Reply quickly, even if it is only to acknowledge the inquiry and set expectations.
Track every lead and record project details, timing, preferences, and past conversations.
Tell the story behind the product instead of responding with only a price.
Treat sales like improvisation by adapting to how each customer prefers to communicate.
Follow up consistently, using personal details and relevant questions instead of generic “just checking in” messages.

The biggest takeaway: there is no universal closing formula. Great sales come from being responsive, organized, curious, and willing to stay engaged. Paul estimates that 50–60% of his sales come from follow-up rather than the initial conversation.

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How to Be Better Than Everyone Else Aug 03, 2026

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This episode challenges the assumption that the way to beat your competition is simply by making a better product. While great craftsmanship is the price of admission, the businesses that truly stand out focus on improving everything surrounding the product—the customer experience, communication, delivery, and the countless small details competitors overlook. Drawing on examples from Unreasonable Hospitality, Uber, and Philadelphia Table Company's own delivery challenges, Paul argues that lasting competitive advantages often come from solving problems outside the core product itself.

Key Takeaways

A great product is the baseline—not the competitive advantage.
Study where competitors create frustration instead of only copying what they do well.
The biggest opportunities often exist outside your core craft.
Small improvements to the customer experience can create a much larger competitive advantage than marginal product improvements.
Every step of the customer journey—from the first inquiry to final delivery—shapes your reputation.
Ask yourself: What are my competitors unwilling to do that would create an unforgettable experience for my customers?

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Craft Every Step of the Way Jul 27, 2026

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Summary:
Your craftsmanship shouldn’t start and end with the product. Every touchpoint—from your website and social media to sales conversations, design presentations, samples, communication, and delivery—should reflect the same level of care as the thing you’re making.

If you want to charge a premium for a 10/10 product, the entire experience needs to feel 10/10. Customers judge your quality long before they ever see the finished piece, and that perceived quality builds the trust that ultimately wins the job.

Key Takeaways

Your website and social media are part of your craft.
Every customer touchpoint should match the quality of your finished product.
Premium pricing requires a premium experience.
Audit your business: Where does the craft fall through?
Your current customers can become your best salespeople when the entire experience is worth talking about.

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Talk Story: Why Storytelling Makes Your Business More Valuable Jul 20, 2026

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Summary:
Storytelling is one of the most powerful tools you can use in business. Whether you're selling a product, explaining a design decision, marketing your work, or motivating your team, people connect with and remember stories far more than facts. Instead of simply telling customers what something costs or what you do, build a narrative around why it exists and how it was created. A strong story builds trust, increases perceived value, and gives customers something memorable they can share with others.

Key Points:

Tell the why, not just the what.
Use stories throughout the entire sales process.
Build narratives around your products, materials, processes, and design decisions.
A compelling brand story helps customers understand what makes you different.
Storytelling also helps employees believe in and rally around the company's larger vision.
The best stories are simple and memorable enough that customers naturally repeat them to others.

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The Invisible Ceiling: Pricing, Systems, Creativity & Knowing What to Say No To Jul 13, 2026

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In this Office Hours episode, Paul answers four listener questions about pricing, hiring, social media, and taking on projects outside your niche. He explains why raising prices never feels comfortable, how to know when you've built a real business instead of just another job, why you shouldn't create for Instagram instead of yourself, and how to decide when an opportunity is worth pursuing. The episode is a reminder that growth often comes from embracing discomfort and making intentional long-term decisions.

Key Takeaways

Raise your prices if you're consistently booked out—discomfort is normal.
A real business can operate without you being involved in every decision.
Hire to replace your weaknesses, not necessarily your craft.
Create work you love instead of chasing social media trends.
Evaluate projects outside your niche based on long-term potential, not just immediate revenue.

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Don't Niche Too Soon: Let Your Customers Build Your Business Jul 06, 2026

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In this episode, Paul challenges one of the most common pieces of business advice: "Find your niche." While niching down is important eventually, he argues that many makers do it far too early—before they've collected enough real-world data about what customers actually want.

Drawing from his own experience building Philadelphia Table Company, Paul explains how saying "yes" to a wide variety of projects in the early years allowed the business to discover its true specialty naturally. Rather than forcing a niche based on assumptions, successful businesses often evolve toward the products and services customers repeatedly request.

Paul also discusses the value of building a team that allows you to step away from the shop, the importance of community and mentorship, and why flexibility—not stubbornness—is often what separates thriving businesses from struggling ones.

Key Takeaways

Don't niche before your customers tell you what your niche is.
Early in business, say "yes" more often to discover where true demand exists.
Your geographic location and local market heavily influence what products will succeed.
Many iconic furniture brands began as custom job shops before launching product collections.
Build collections around proven customer demand—not personal assumptions.
Stay adaptable. The market changes, and your business should evolve with it.
Hiring employees isn't just about growth—it's about creating freedom and sustainability.
Surround yourself with a community of other makers who openly share knowledge and hold you accountable.
Every business owner should create their own "recipe" rather than blindly following someone else's advice.

Memorable Quote

"Don't niche too soon. Let your customers tell you what your business should become."

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Own Your Audience: Why Makers Need an Email List Jun 29, 2026

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Summary:
This episode argues that makers should stop relying only on social media or handing out business cards, and instead start collecting emails so they can “own” their audience. The main idea is to use email marketing in a luxury, story-driven way—less “buy now,” more behind-the-build narratives, project highlights, inspiration, and client/project stories.

Key points:

Social media audiences belong to the platform, not you.
Ask for emails at markets, galleries, shows, and client interactions.
Send narrative-based emails, not discount-style marketing.
Use project stories, photos, process, and inspiration.
Monthly or quarterly emails may feel more premium than weekly blasts.
Segment your list: residential clients, interior designers, commercial/design clients.

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The $500 Decision That Changes Everything Jun 22, 2026

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In this episode, Paul shares a recent change to Philadelphia Table Company's sales process that has dramatically improved closing rates: replacing an immediate 60% deposit with a $500 design deposit. What started as advice from another furniture maker has quickly become one of the most impactful changes to the customer journey, reducing friction, accelerating decisions, and creating a healthier sales pipeline.

The episode also opens with a discussion about the emotional challenges of running a craft business, why community matters, and how the Handcrafted Network was created to provide makers with the support Paul wished he'd had when starting out.

Key Takeaways

Lower the barrier to commitment.
- Asking for a $500 design deposit is psychologically much easier for customers than asking for a 60% production deposit.
- Small commitments lead to larger commitments.
Get clients off the market faster.
- Once a customer pays the design deposit, they're emotionally invested and far less likely to continue shopping competitors.
The sales conversation becomes simpler.
- Instead of explaining refund policies and production deposits, the conversation becomes:
- "The next step is a $500 design deposit so we can begin creating your designs."
Design work has real value.
- Professional drawings, sketches, finish selections, and revisions aren't just part of production—they're a service worth paying for.
Improve cash flow through momentum.
- While individual deposits are smaller, they create a steady stream of projects moving toward full production deposits, smoothing the sales pipeline.
Test rather than assume.
- Paul emphasizes that this is an experiment based on real-world feedback. He encourages makers to continually refine their processes instead of assuming the first system is the best one.

Favorite Quote

"It's much easier to say yes to a $500 design deposit than a $6,000 production deposit."

Core Lesson

Sometimes the biggest improvements don't come from better marketing or better craftsmanship—they come from removing friction. By making the first "yes" easier, customers gain confidence, projects begin sooner, and sales become more predictable. Small changes in process can create outsized results.

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The Sales Muscle: How to Generate Revenue When Cash Flow Gets Tight Jun 15, 2026

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Summary:
Paul shares a candid update on Philadelphia Table Company's recent cash flow challenges and the practical steps he took to stabilize the business. From accelerating collections and leaning on vendor relationships to aggressively pursuing sales opportunities, he breaks down the mindset and tactics that helped pull the company out of a difficult period. The core lesson: growth often requires doing the uncomfortable things you've been avoiding.

Key Takeaways:

Cash flow problems require immediate action.
- Pre-invoiced projects nearing completion.
- Utilized a business line of credit for short-term liquidity.
- Used credit strategically with trusted vendors.
- Negotiated additional payment time with long-term suppliers.
Strong vendor relationships matter.
- Loyalty and trust built over years can provide critical flexibility during difficult periods.
- Good vendors understand the realities of running a small business.
Every lead becomes valuable during a slowdown.
- Followed up on every inquiry regardless of perceived budget or fit.
- Engaged prospects more deeply instead of dismissing vague inquiries.
The phone is an underutilized sales tool.
- Added phone calls after email and text follow-ups.
- Closed multiple deals simply by speaking directly with prospects.
- Personal conversations build trust much faster than digital communication.
Focus on relationships, not transactions.
- Ask questions about clients' lives, homes, families, and interests.
- Finding common ground creates comfort and confidence in the buying process.
Move conversations toward scheduled meetings.
- Rather than endless messaging, proactively book phone calls and consultations.
- Collect contact information and create opportunities for follow-up.
"Shake the trees."
- Reconnect with past clients, designers, architects, and referral partners.
- Many opportunities already exist within your network.
Ask for referrals directly.
- People often want to help but don't know you need help.
- Simple referral requests can generate meaningful opportunities.
Experiment with closing strategies.
- Testing a smaller design deposit ($500) as a lower-friction entry point.
- Reduce perceived risk before asking for larger project commitments.
If you don't have leads, create them.
- Use social media, direct outreach, local groups, networking, ads, and community connections.
- Marketing and sales activity must increase when work slows down.
The biggest lesson: Get uncomfortable.
- Growth often comes from doing the things you've been avoiding.
- The actions that feel awkward are frequently the ones that move the business forward the fastest.

Memorable Quote:
"You have to be doing the thing that you're afraid to do but you know that you need to do."

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The Cash Flow Crunch: Navigating Growth, Uncertainty, and Survival Mode Jun 08, 2026

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Summary

In this candid episode, Paul pulls back the curtain on a real-time cash flow crisis at Philadelphia Table Company. Rather than presenting a polished success story, he shares the anxiety, decision-making, and lessons that come with running and growing a custom furniture business during a slow sales period.

Paul discusses how a significant drop in May sales, combined with delayed commercial project payments, created unexpected financial pressure. He explains the emotional challenges of operating in survival mode while trying to maintain confidence in the sales process and avoid making short-sighted business decisions.

The episode becomes both a cautionary tale and a practical guide for makers, covering the importance of cash reserves, profitability, lines of credit, customer follow-up, and operational efficiency. Most importantly, Paul emphasizes that business struggles are normal, even for established companies, and that resilience, community, and long-term thinking are often the keys to making it through difficult periods.

Key Takeaways

May sales came in roughly 50% below normal levels, creating significant cash flow pressure.
A $90,000 commercial project was delayed when the client required prototype approval before releasing a meaningful deposit.
Desperation can negatively impact sales, especially in luxury markets where clients can sense pressure.
Cash reserves are essential; Paul recommends building dedicated business savings equal to at least several payroll cycles.
Never discount projects below profitable levels just to generate immediate cash.
Accelerating final invoices and scheduling deliveries earlier can create short-term cash flow relief.
Business lines of credit and credit cards should be contingency tools, not primary funding sources.
Slow periods can reveal inefficiencies and force businesses to become leaner and more effective.
Revisiting old quotes and leads can quickly revive sales opportunities.
High-touch sales tactics—showroom visits, Zoom calls, Loom videos, and phone calls—help build trust and shorten the sales cycle.
Leaning on peers, mentors, and business communities is invaluable during difficult periods.
Growth brings larger challenges, but every crisis can become an opportunity to improve systems and strengthen the business.

Memorable Theme

"It's not all sunshine and rainbows." This episode is a reminder that successful businesses still face uncertainty, and that transparency about challenges can be just as valuable as sharing wins.

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