Gold Award Spotlight: Amber Daniels, Spaceman USA

One thing you were recognized for was building a playbook that helped customers better understand how to pair Spaceman’s accessories with another manufacturer’s equipment. Can you tell us why this project was important and how you became involved?

This project came from a need to give customers more flexibility with an accessory we currently offer. The accessory is a spinner that mounts to the machine and is used to mix in flavors and products. Traditionally, the spinner had to be hard-wired into the machine, which meant the machine had to be built to order when the accessory was requested. I felt there had to be a way to make it a field-installed option instead, so customers could add the accessory without requiring a custom-built machine and longer lead time due to being built to order.

I worked with another manufacturer to see if their product would work with our machine design, then partnered with our service team to develop a process for installing it in the field. After collaborating with the manufacturer and our service team, we found a solution that gave end users more options while also helping our dealers provide the best lead times possible. We still offer the hard-wired option for customers who prefer it, but now we can provide another option that gives the end user more flexibility. It was a big win for me because we found a way to make the process more flexible and beneficial for both our dealers and end users.

What skills did you need to build or develop as you’ve deepened your support of distributors and reps?

I’ve strengthened my communication, training, and problem-solving skills. Supporting different reps and distributors means understanding what each one needs and finding ways to help them succeed in their market.

How has Spaceman supported your development?

Spaceman has given me many opportunities to grow both professionally and personally. I’ve been able to develop my knowledge of our products from both a technical and application standpoint, while also gaining a better understanding of the soft serve industry, our customers, and the distributor and rep network. Completing Scoop School was a great example. It expanded my knowledge of the industry and connected me with others in the ice cream space.

I’ve also had opportunities to learn from different teams within Spaceman and gain a better understanding of how the different parts of the business work together. I’m very thankful to work with a team that is willing to share its knowledge, challenge me to keep learning, and support my continued growth.

How did you measure success in managing sales relationships?

For me, strong relationships are one of the biggest measures of success. Sales performance and territory growth are important, but I also look at the strength of the relationships I’ve built, the communication we have, and whether our customers, reps, and dealers feel supported. I want to be someone they can rely on, and ultimately, those strong relationships lead to repeat business, growth, and long-term partnerships.

What were some ways you demonstrated leadership when working with distributors and reps?

I focus on being a resource for our reps and distributors by helping them find ways to grow their business. Whether it’s product training, troubleshooting an opportunity, developing an account strategy, or sharing trends and opportunities I’m seeing in the market, I try to be proactive and bring value to their teams. I also work closely with distributors on larger or more complex opportunities and help connect them with the right resources within Spaceman. My goal is for our reps, distributors, and their sales teams to feel confident, supported, and better prepared when they go back to their customers.

You’ve also developed a series of train-the-trainer videos. How have those videos helped distributors provide better service to operators?

The videos give distributors and their teams an easy, on-demand resource they can access whenever they need it. We want to make sure our distributors have solutions available when they need them, and having a virtual training option makes that easier and more accessible. The videos also give their teams a resource they can reference after training, helping them feel more confident when supporting equipment in the field.

As you look ahead in your career, what excites you about the future of the foodservice equipment and supplies industry?

I’m excited about the continued opportunity to improve the customer experience through better equipment, training, and technology. I think the industry will continue to evolve, and I enjoy being part of that by finding new ways to solve problems and support our customers, reps, and distributors. I also enjoy seeing manufacturers, reps, and distributors work together to create better solutions for operators. There is a lot of room for continued innovation, and I’m excited to keep learning and growing along with the industry.