We live in a world where most communication happens through mobile phones—but not through calls. Texting has become the preferred option because it’s quick, convenient, and doesn’t interrupt our day. As this shift has grown, so has our comfort with not answering phone calls, especially from unknown numbers. With one tap, a call can be diverted to voicemail or responded to with a preloaded message. I can still remember a time when you had to answer the phone to see who it actually was that was calling.

Even calls from people we do know often go unanswered simply because we’re busy, distracted, or not in the mood to talk. It has quietly become an accepted part of modern life—but it comes with consequences.

The Perception Problem…. We’ve all experienced it: calling someone repeatedly and never getting them on the line. It doesn’t take long to start forming impressions—fair or not.

“They never answer.”

“They’re unreliable.”

These perceptions shape how we view coworkers, partners, and even customers. And while the reason for the missed call may be innocent, the impact on trust and communication can be significant.

Where This Matters Most: Our Business…. At Kimal Lumber, answering the phone is more than a courtesy—it’s part of our service promise. Our customers call because they need information, clarity, or help keeping their projects moving. When they can’t get someone on the phone, frustration builds quickly.

A missed call may feel small in the moment, but to a customer facing a deadline, it can feel like a lack of support. Over time, this affects relationships, loyalty, and even our reputation.

A Simple Standard for Professionalism…. In a digital world where communication can feel increasingly impersonal, answering the phone remains one of the most direct ways to show professionalism. It demonstrates reliablity, responsiveness, respect, and care.

Even when we don’t recognize the number, answering the call can be the difference between solving a problem and creating a bigger one.

Answer the Call. Make the Impact…. As we move forward this year, let’s recommit to being there for our customers—and for each other. Find out what’s needed. Provide the solution. Keep us moving.

Remember, small actions define great service, and in our business, every call matters.

Also… don’t use the old excuse, sorry couldn’t take your call, I was too busy ringing in the new year….

Clark Willis – Regional Sales Manager – Kimal Lumber