28/05/2026
A lumber distributor in California called us recently.
We hadn't been chasing the account. We hadn't pitched them. They were calling because an architect had already written Canadian Bavarian into a spec, and now they needed to source the material.
That's a different kind of sales call. Most sales calls start with us reaching out. This one started with an architect we'd never spoken to already deciding the answer was Canadian Bavarian before anyone picked up the phone.
When your product is good enough and your reputation travels far enough, the specification becomes the sales call. Different kind of growth than cold outreach. The work itself does the talking.
We’re that good at our craft, apparently.