Over the past few years, we have all become remarkably efficient at communicating without ever being in the same room. Texts, emails, video calls, and portals have allowed us to move faster than ever before. And yet, something essential has been missing: the power of real, in-person connection.
There is no substitute for a handshake, a shared cup of coffee, or a conversation that unfolds naturally without a screen in between. In-person communication breaks down barriers. It builds trust. It creates space for deeper understanding. Most importantly, it opens doors to opportunity that simply do not exist in a transactional exchange.
That belief is guiding Sarreid as we look ahead to 2026. I will be traveling extensively with our sales representatives, spending more time on the road and in your stores, showrooms, and offices. I would truly value the opportunity to meet you face to face, shake hands, and talk about how Sarreid can become an even stronger resource for your business. Your insights, challenges, and ambitions matter, and the best conversations happen when we sit across the table from one another.
At the same time, our customer service team will be systematically calling every customer to ensure that our account information is 100% accurate — and more importantly, to listen. Not to rush. Not to sell. But to understand what you need, where we can improve, and how we can better support your growth.
This renewed focus on connection has also taken root in my own home. In January, my family instituted a simple rule: no phones at dinner. It was awkward at first. We fidgeted. We reached for devices that were no longer there. But a month later, the change has been remarkable. Conversations are richer. We laugh more. We listen better.
It raises an important question for all of us: what could happen in our businesses — and in our own sense of well-being — if we put the phones down, leaned in, and truly listened?
At Sarreid, we believe the future belongs to those who build real relationships. I look forward to meeting many of you in person soon.
Warm regards,
Brad Cates, President/CEO
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