Moe Knows Growth: The Journey of the 2024 Counter Professional of the Year

[Counterman]

There are few (if any) counter professionals who know parts as well as Moe Ali. But at the start of his career at Arch Auto Parts, that wasn’t the case.

    “My first day at the register a customer asked for a hose clamp,” recalled Ali. “I’m like ‘A hose clamp? I don’t know.’ Then I called one of the professionals over and said ‘Hey, what is a hose clamp?’”

    Though he faced a laugh from his coworkers, it marked the beginning of his journey to mastering the parts business.

Moe Ali helps a customer at Arch Auto Parts.

     At the time, Ali was only 15, eager to get his driver’s license. He saw a job at an auto parts store as the perfect way to learn. Over the years, the knowledge he gained not only stuck, but grew, shaping his career into what it is today.

    More than three decades later, Ali has ascended to an executive role at Arch Auto Parts, becoming the Vice President of Sales. It’s all thanks to a relentless work ethic, a steadfast commitment to customer service and a vast knowledge of parts. It’s those same qualities that make Ali the 2024 AMN/Counterman Counter Professional of the Year, sponsored by WIX Filters.

    For the man who first hired Ali back in the early ’90s, it’s an honor that’s well deserved (and, in Arch Auto’s opinion, long overdue). 

“Although I’m VP of sales, just being in the office and sitting down…
that’s not me, I don’t want to be (in the office).
I want to be in the field. I want to be on the floor selling parts.”

                      – Moe Ali 

    “When I heard [that Ali won] I thought, ‘What took so damn long?’” remarked Kish Samaroo, vice president of operations at Arch. “He has just worked his ass off and earned a lot of respect from his colleagues and customers. He is the go-to guy. Customers look for him because he has this personality that’s really cool and calm. He really built himself up and developed really good relationships with customers.”

      Those relationships were forged through 30-plus years of hard work. After starting as a part-time cashier, Ali tackled various other roles, including stocking parts and working behind the counter. As he refined his skills and added to his knowledge, Ali was ready to become a store manager. While his career was growing, so was his company. When Arch Auto Parts began opening new locations in the New York City area, Ali became a district manager, overseeing multiple stores. Eventually, his career progression led him to his current executive role.

‘WHERE THE ACTION IS’

      Being an executive doesn’t mean Ali is content to sit in an office all day. More often than not, you’ll find him out on the sales floor. 

    “Although I’m VP of sales, just being in the office and sitting down… that’s not me,” Ali explained. “I don’t want to be (in the office). I want to be in the field. I want to be on the floor selling parts. I want to be where the action is.

Daryl Benton, VP of sales & marketing for WIX North America, speaks at the 2024 Counter Professional of the Year dinner.  

   “I would say within my work week, half of the time I’m on the counter selling parts,” Ali continued. “Not because we’re short-staffed or anything like that. I want to be out there. I want to be on the floor. I want to see what we’re missing. I want to see what brands we need to bring in. I want to see what items that we need to stock.”

    Having developed an extensive knowledge of those items makes it easy for Ali to execute his simple, yet effective, customer service philosophy: “Get them the right part, the first time.” 

    “Moe has developed excellent parts and sales skills,” said Chris Bodh, group president of general repair businesses at Arch’s parent company, NexaMotion Group. “He’s loved and respected by his staff and customers and has an amazing attitude, even when he is juggling a lot of priorities.”

GENERATIONS OF CUSTOMERS

     Ali’s reputation for friendliness and reliability has won him some die-hard customers. Their loyalty has been passed down to younger generations.

   “Thirty years ago when he started (with Arch) as a young man, he built relationships with these mechanics and customers,” said Samaroo. “Then their kids started coming to him. And their kids did the same. Moe has built relationships with generations of families.”

    What keeps these customers, and their families, coming back to him? It all boils down to great customer service.

    “They trust you to give them the right part,” said Ali. “You need to work with them on the pricing and make sure that’s good. Ultimately, you need to have a good relationship with your customers. If you do that, they’re always going to keep coming back.”

GROWING WITH ARCH

      Ali is the rare employee who has been with only one company in his career. After 33 years at Arch, he’s more than happy to stay put.

Moe Ali with his wife of 28 years, Ramona.

     “It’s a great place to work, but you got to work here to see it,” explained Ali. “And the way we carry ourselves, the way we train our guys, the way we manage our employees, it goes a long way.”

    Ali has an appreciation for Arch’s culture of promoting from within. He tells us 95% of the store’s managers were trained just like he was. That training is something Ali takes an active role in now. Not only does he hire new employees, he takes them under his wing, providing the training and guidance they’ll need to succeed.

   Ali explained to us what he looks for in a potential counter professional.

  “Everyone who gets hired here, we start them as either a stock associate, and then we train them to be a counter professional,” Ali explained. They look like they have the right attitude, they have good attendance, they’re punctual and they keep themselves professional. So those are the guys who I would interview for the counter. (I’d ask) ‘Hey, listen, you want to learn a career? You want to learn something different? You want to make more money? You go to the counter.’”

The Pronto Network’s Steven Ng poses with Moe Ali. 

   Both Ali and the company he works for have grown considerably. As Ali went from cashier to VP of sales, Arch Auto Parts grew to 22 stores. In 2023, Arch was acquired by NexaMotion Group (NMG). As the company’s growth continues, Ali says he’s excited to be a part of it.

       “I’m going to continue to do what I’m doing and help Arch and NMG grow. I’m going to focus on how I can help NMG’s other locations grow like we have.”

PERSONAL LIFE

       Ali is a man who is deeply committed to his career, often working six days a week. The limited time he gets to spend with his family, he cherishes. He and his wife Ramona have been married for 28 years. They have two daughters, both of whom are in their 20’s.

      Ali describes himself as a casual sports fan who has been to a few Yankees and Mets games. He also enjoys fishing, though he has no fish stories to share because, in his words, “none of the fish were big enough.”

    And while he admits he’s far from a master technician, he has learned through his work how to do things like change the oil and replace the wiper blades, along with other similar tasks.

   After more than three decades in the industry, Ali’s passion remains unwavering.

  “I really love what I do, and I’ll be here till the end until it’s time for me to retire or not.”

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