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Clay Miller, Aurora Timberland
Season 4 Episode 451
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 products
- Vietnam expansion: how a social media DM became a sold-out walnut program
- Sales lessons: persistence, cold-call wins, and positioning for the next market upcycle
- Actionable 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
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You can connect with Clay at:
Instagram @AuroraTimberland
LinkedIn: Clayton Miller
Published on 1 week ago