Most makers think about selling directly to customers, but there’s another powerful path: selling to other businesses. In this episode, Paul breaks down the strengths and weaknesses of direct-to-consumer (D2C) and business-to-business (B2B) sales—and why the strongest businesses often use both.
Key Takeaways:
D2C is easier to start, harder to scale. You can begin through markets, Etsy, Facebook Marketplace, your website, and word of mouth—but eventually growth requires serious investment in branding and marketing.
B2B is harder to establish, but easier to pursue proactively. Instead of waiting for customers to find you, you can directly approach designers, contractors, showrooms, restaurants, hotels, and other businesses.
Recurring B2B clients can fill your pipeline, but relying too heavily on one customer creates major risk.
B2B can become a race to the bottom if you're viewed simply as a vendor or commodity.
Diversification is the goal. Philadelphia Table Company now operates roughly in thirds: D2C, interior designer/showroom resale, and direct B2B.
COVID proved the value of diversification. When hospitality disappeared almost overnight, PTC's D2C business helped keep the company moving.
Homework: Write out your potential D2C channels and B2B channels. Identify specific ways you could actively grow each side of the business.
Core idea:Use B2B to proactively generate revenue while you slowly build the brand and audience that make D2C scalable.
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