Why Your Sales Process Isn’t Working (And How to Fix It)

Join the CommunitySummary: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.Join the Network