In this episode, you'll meet Clay Miller, fifth-generation lumber professional and head of sales and purchasing at Aurora Timberland, the hardwood distribution brand of Alexandria Moulding. Clay shares how he went from stacking lumber in his family's mill to struggling through his first months in sales—then finding success by selling authentically and building long-term relationships. He opens up about the collapse of his family business after a fire, his path back into the industry, and what it takes to run a customer-obsessed distribution operation across time zones. Clay also breaks down the state of the hardwood industry with striking clarity. He explains why production has fallen from roughly 16 billion board feet at the height of COVID demand to under 4 billion today, and what must happen—promotion, education, and capacity-building—to bring the market back. You'll hear how a five-word Instagram DM led Aurora Timberland into the Vietnam market, why he answers every inquiry, and his practical advice for woodpreneurs: build relationships now, make the tough cold calls, and be ready when demand cycles back. Top 5 Key Topics: Clay's path: fifth-generation lumber legacy, early sales missteps, and learning to sell "as himself"The industry's contraction: from ~16B to <4B board feet and the rise of substitute productsVietnam expansion: how a social media DM became a sold-out walnut programSales lessons: persistence, cold-call wins, and positioning for the next market upcycleActionable advice for woodpreneurs: expand your footprint now; don't wait for demand to return Chapters  00:00 Introduction to Clay Miller and Aurora Timberland  03:03 Clay's Journey in the Lumber Industry  05:58 Understanding Aurora Timberland's Operations  08:49 The Importance of Family-Owned Businesses  11:51 The Role of the Hardwood Industry in Rural America  14:52 Challenges Facing the Hardwood Industry  17:57 The Importance of Education in Promoting Wood Products  21:07 Overcoming Challenges in the Wood Industry  23:35 The Power of Social Media in Business  29:05 Trends and Future of the Lumber Market  31:30 The Art of Cold Calling  35:21 Customer Service and Empathy in Business  36:58 Connecting on Social Media and Final Thoughts The Woodpreneur Podcast brings stories of woodworkers, makers, and entrepreneurs turning their passion for wood into successful businesses - from inspiration to education to actionable advice. Hosted by Steve Larosiliere and Jennifer Alger  For blog posts and updates: woodpreneur.com See how we helped woodworkers, furniture-makers, millwork and lumber businesses grow to the next level: woodpreneurnetwork.com Empowering woodpreneurs and building companies to grow and scale: buildergrowth.io Connect with us at:  Instagram: https://www.instagram.com/woodpreneurnetwork/?hl=en Facebook: https://www.facebook.com/woodpreneurnetwork/ Join Our Facebook Group! https://www.facebook.com/groups/woodpreneurnetwork Join our newsletter: podcast.woodpreneur.com/ You can connect with Clay at: Instagram @AuroraTimberland LinkedIn: Clayton Miller