An Interview with Samantha Peters of Advanced Laundry Systems
Samantha Peters serves as a Dexter Laundry sales representative for Advanced Laundry Systems, headquartered in Golden, Colo. Peters attended Regis University in Denver, where she played on the lacrosse team. This also is where, at the age of 20, she first developed her passion for sales.
“I love the challenge and engagement with my customers,” Peters said. “The trust that is built with the customer is so important to me.”
Peters began in automobile sales and then moved into “powersports” sales, before eventually securing her position at Advanced Laundry Systems. Through the years, she’s also worked as a sale rep for a few companies in the motocross industry, which is a sport that’s been an important part of her life.
“I started racing motocross when I was 3 years old,” she explained. “I turned professional when I was 15, and then I started training younger kids and absolutely loved it. I realized that I enjoy being someone others come to when they need help, want to progress, or are looking to expand their skills and knowledge.
“Motocross has taught me the power of grit, competitiveness, passion, persistence, and resilience. I believe motocross has helped me land an amazing position in sales and has set me up for success in several different aspects.”
What sparked your interest in the laundry industry?
Ironically, the laundry industry never crossed my mind. It truly was a “right place, right time” scenario. The owners of Advanced Laundry have been close to my family since they were in middle school – and I was moving back to Colorado from Maui, due to the fires, and they needed someone to step in. And, as you can see, here I am a year and a half later.
What do you consider to be the most valuable resources for learning more about the industry?
This industry is all about experience, from distributors to manufacturers to laundromat owners. It doesn’t matter who they are, simply listening to their conversations, their opinions, and even their questions will push you to figure it out and learn. This industry is not for the weak – there are so many components to being successful. Therefore, when I have the opportunity to listen to a conversation between, let’s say, a rep from Eastern Funding and a customer with an incredible success story, or between the Dexter Laundry team and the owners of Advanced Laundry, I’m going to sit in, observe, and listen.
What do you enjoy most about working in the laundry industry?
Specifically, I find the most enjoyment being a part of the Advanced Laundry Systems team. Since Day One, I’ve felt like we are here to help the laundromats in our territory bring in more revenue, rather than trying to meet sales quotas. It’s amazing to be here in full capacity for my customers and looking out for their best interests, while having every person here at Advanced Laundry Systems share the same values and views.
What do you find most challenging, especially as a woman in this business?
This is always a fun question to answer. My dad was a general contractor for 25 years, and I was his sidekick. I learned things that I will use until the day I die, and 97 percent of the time I will refuse help from other people. I’m also very mechanically inclined from being involved with motocross for 22 years of my life.
The laundry industry is male-dominant, and it can be challenging to get across to some people that they can trust what I say, that they can trust my judgement and my recommendations. However, once that wall comes down, I’ve found that I have never let a customer down and that’s a great feeling.
What advice would you give to other women looking to get into this industry?
Step up and prove yourself. Come in with your head held high, and be open-minded to step out of your comfort zone. Make yourself visible, and you’ll set yourself up for success.
If you had to do it all over again, what would you do differently?
Nothing. I came in blind, got to hop in on phone calls regarding development opportunities and re-tooling opportunities. I wanted to be thrown to the wolves to see where I would land. My knowledge grows every single day, I ask an exponential number of questions daily. I listen to conversations between our CFO and our route sales manager. I put myself in positions to learn every day, and it has been a challenge – but it also has been the biggest period of growth for me.
What can laundry industry leaders do to encourage more women to enter the laundry industry in more male-dominated roles – such as store ownership, engineering, R&D, and distributor/manufacturing management?
From my point of view, the new president of Dexter Laundry, Amanda Konczal, is a great example of this. She has made herself visible, and the Dexter team has supported her through this transition and has highlighted her in the most beneficial ways. Also, the CFO here at Advanced Laundry can sit down with you and provide a professional rundown of the market and industry in 10 minutes that will leave you with new information that others would have never even touched upon.
The women in this industry who have built themselves from the bottom up are amazing. I think acknowledging their successes and making them visible by allowing them to voice their views on this industry as a whole would do more to encourage other women to see this industry as an opportunity.
Where do you see the industry heading in the next five years, specifically regarding women professionals?
I think it’s going to grow. I think the more women who are introduced to the industry are going to help that growth. Some of us take the leap in order to help others gain the courage to try something they never imagined they would.
