OOPS! The Costliest Mistakes You’re Making at the Counter
-
Similar Topics
-
By NAPA
NHRA Rookie of the Year contender Maddi Gordon made her presence known Sunday at the NHRA Gatornationals when she raced to a semifinal finish at Gainesville Raceway. Gordon piloted her
link hidden, please login to view Top Fuel dragster out of the Ron Capps Motorsports camp to round wins over two of the most accomplished drivers in class history before tire smoke ended her run at the opening race of the 2026 NHRA Mission Foods Drag Racing Series season. She leaves Gainesville ranked fourth in the points standings.
Gordon was the first Top Fuel driver to hit the track in Friday qualifying. Just a couple hours after announcing a multi-year major associate partnership with Monster Energy, Gordon posted a 3.861-second pass at 319.29 mph to take the provisional No. 11 position. She stepped up to a 3.793 E.T. at 321.35 mph in the Friday night session and ended the day in the No. 15 spot. On Saturday, Gordon encountered tire smoke on her third qualifying attempt but came back with a consistent 3.797 E.T. at 328.06 mph in the final qualifying session. It was the quickest pass of the round, netting Gordon three bonus points. She solidified the No. 15 slot going into race day and became the 591st driver and the 23rd woman to qualify for an NHRA Top Fuel field.
In her first-ever Top Fuel competition round, Gordon lined up against No. 2 qualifier and former world champion Shawn Langdon, who was recently named to NHRA’s Top 75 Drivers list. Crew chief Rob Flynn guided Gordon to her quickest pass of the event, a 3.762 E.T. at 334.48 mph, to get past a tire-smoking Langdon. The competition didn’t get any easier for Gordon, as she went on to face the winningest driver in the history of the class, eight-time world champion Tony Schumacher, when Top Fuel returned to the starting line for the quarterfinals. Gordon powered to a 3.783 E.T. at 331.53 mph to defeat Schumacher and his 3.863 E.T. That sent Gordon to the semifinals and earned her a spot in the first Mission #2Fast2Tasty Challenge of the season, which will take place during Saturday qualifying at the NHRA Arizona Nationals.
The semifinals brought another battle of youth versus experience as Gordon faced her third “Top 75” driver, two-time and reigning world champion Doug Kalitta. Gordon started hazing the tires early and had to lift off the throttle as Kalitta advanced with his quickest pass of the day.
“That was just a really, really good weekend,” said Gordon, who became the 100th woman to win an NHRA national event when she drove her family’s Top Alcohol Funny Car to victory at the 2024 NHRA Northwest Nationals. “Of course, we all want to win the race, but I couldn’t have asked for much more in my debut. It was so cool to line up against Shawn in the first round. Rob was confident that the car would get down the track. When I heard (Langdon) blow the tires off in the other lane, I seriously spoke out loud, ‘That wasn’t me! We’re still going!’ Seeing that first win light was insane. I actually started to lose my voice after that one. It’s just been an amazing weekend.”
Gordon’s rookie campaign will continue at the NHRA Arizona Nationals, March 20-22, at Firebird Motorsports Park near Phoenix.
Start / Finish: No. 15 / def. in semifinals
Points Standing / Total: 4th / 74 pts. (-53)
Next Race: March 20-22, NHRA Arizona Nationals, Chandler, Ariz.
How to Watch or Listen: FS1,
link hidden, please login to view NAPA Racing:
link hidden, please login to viewMaddi Gordon: link hidden, please login to view
Ron Capps Motorsports: link hidden, please login to view The post
link hidden, please login to view appeared first on link hidden, please login to view.
link hidden, please login to view -
By Counterman
At
link hidden, please login to view in Beckley, West Virginia, the phones rarely stop ringing. Behind the counter, Rob Mills is juggling three orders, a text from a local garage and a dealership on hold about a hard-to-find filter. In other words, there’s not a whole lot of quiet and calm. Thankfully, Rob Mills is both of those things.
His steady presence, matched with a tireless work ethic and unmatched dedication to customers, earned Mills the title of 2025 WIX Filters Counter Professional of the Year, presented at AAPEX 2025 in Las Vegas. The award, presented each year by aftermarketNews and Counterman, recognizes the aftermarket’s top counter pros.
Starting from Scratch
Mills’ career didn’t begin with a lifelong love of cars. It began with opportunity and a willingness to learn.
“I got hired as an assistant manager at my first parts store, and I’ll be honest – I didn’t even know what a spark plug was,” Mills recalled with a laugh. “So I went out and bought a manual for my car, started reading and learned from everyone around me.”
That curiosity turned into commitment. He studied vehicle systems, asked questions and made a point to understand not just what customers needed, but why they needed it. The more he learned, the more he loved the process. “I didn’t want to be the one holding up the job,” he said. “Getting the right part the first time … that became my goal.”
Over nearly three decades in the aftermarket, Mills developed a reputation for accuracy and reliability. He learned to read between the lines of a customer’s request, ask the right questions and anticipate the next step in a repair.
Building Trust One Call at a Time
Mills’ official title is Commercial Parts Professional, but the job description tells only part of the story. His customers, from one-bay garages to major dealerships, see him as a partner in their success.
He estimates that he handles hundreds of calls a day. Each one matters. “It’s about helping them make money, too,” Mills said. “If I can get them the right parts fast, they can get the job out, keep the customer happy and keep the doors open. That’s what this business is about.”
He doesn’t shy away from difficult situations. “We had a shipment mix-up once,” said James Akers, area sales manager for Fisher Auto Parts. “A customer’s engine got docked two states away, and it was supposed to take three days to fix. Rob worked out the logistics and had it there in seven hours. That’s just who he is – if something goes wrong, he fixes it before anyone even knows.”
That level of service means customers rarely shop on price. “They don’t ask what it costs,” Akers added. “They just call Rob because they know he’ll take care of them.”
For Mills, it’s all about relationships. “You have to find what makes people tick,” he said. “Some want the part fast, some want to talk through the issue. You’ve got to know your people – dealers, shops, fleets – and treat them all with respect.”
Adapting to a Changing Industry
After three decades, Mills has seen the aftermarket evolve through every imaginable change – from carburetors to computer modules. He’s not intimidated by it.
“You have to stay current,” he said. “We do training all the time – classes through Fisher and Federated, supplier programs like Standard Motor Products or turbo training. I read a lot. You can’t stop learning.”
He’s also quick to adapt his communication. Many of his customers now text him directly or send photos of parts and VINs to verify applications. “Technology helps a lot,” Mills said, “but the personal side is still what matters most.”
Akers agreed. “What separates Rob is that he combines old-school service with modern tools,” he said. “He can look up a complex OE code while talking a customer through diagnostics – and he makes it look easy.”
That mix of knowledge and empathy helps him navigate one of the industry’s biggest challenges: complexity. “There are so many variations now – different engines, trims, options – you can’t assume anything,” Mills said. “That’s why I always double-check. I’ll call a dealer, confirm a VIN, do whatever it takes to make sure it’s right.”
Leading by Example
As much as Mills is known for his customer service, he’s equally respected for his influence inside the store.
“Rob’s a natural mentor,” Akers said. “When new counter pros come in, I want them working near him. They learn just by watching – how to talk to customers, how to stay calm, how to solve problems instead of creating them.”
That mentorship has produced measurable results. “We’ve had employees move up in other stores and markets because they learned from Rob,” Akers said. “He’s helped shape some of our best team members.”
Mills doesn’t seek the spotlight. He says he just wants to help. “I had people help me early on,” he said. “It’s only right to give that back. If someone wants to learn, I’ll teach them everything I know.”
It’s a humble approach that’s earned him universal respect. “In all the years we’ve worked together,” Akers added, “I’ve never had to fix a customer problem behind Rob. He takes care of it – always.”
Family, Fishing and Finding Balance
For all his dedication to work, Mills says life outside the store keeps him grounded. He and his wife, Leigh Ann, have two children and three grandchildren, and weekends are often spent with family – or out on the water.
His favorite pastime is bass fishing, sometimes in local tournaments. “It’s kind of like being behind the counter,” he said. “You’ve got to figure out what’s going to work that day. Patience, persistence – you try, adjust and try again until you get it right.”
That same mindset drives him at work. “You might spend all day chasing a part number or helping a customer figure out a tricky job,” Mills said. “When it finally comes together, that’s the reward.”
“He loves his family, he loves to fish, but he also loves helping people,” Akers said. “That’s the thing about Rob – he genuinely cares about everyone around him.”
Recognition and Reflection
Pictured from left: Fisher Auto Parts COO David Reid; Fisher Auto Parts President Herb Godschalk; Federated Auto Parts CEO Sue Godschalk; Leigh Ann Mills; Rob Mills; MANN+HUMMEL CEO Kurk Wilks; and MANN+HUMMEL Chairman Thomas Fischer. When Mills got the call notifying him of the award, he didn’t believe it. “I thought it was a spam call,” he joked. “Once I realized it was real, I was shocked – and thrilled. I work hard, but I never expected something like this.”
He and Leigh Ann received an all-expenses-paid trip to Las Vegas for AAPEX 2025, where he was recognized during the AWDA luncheon and later presented with the award at the AMN/Counterman Counter Professional of the Year reception.
Counterman Managing Editor Jeff White poses with Rob Mills. “It’s a huge honor,” Mills said. “I just try to do my best every day. To be recognized by WIX Filters and Counterman – it means a lot.”
Akers, who nominated him, said the recognition couldn’t have gone to a better person. “Rob represents what this industry is all about – hard work, honesty and taking care of people,” he said. “He’s proof that great counter professionals don’t just sell parts – they build relationships that last decades.”
Mills with wife Leigh Ann at the Counter Professional of the Year reception. Three decades after opening that first repair manual, Mills has become the kind of professional he once looked up to.
“I still love it,” he said. “I love helping people, solving problems and knowing I made somebody’s day a little easier.”
The post
link hidden, please login to view appeared first on link hidden, please login to view.
link hidden, please login to view -
By Counterman
link hidden, please login to view, a global manufacturer of filtration products, and AMN/Counterman magazine named Rob Mills the 2025 Counter Professional of the Year. Mills is a commercial parts professional at Fisher Auto Parts in Beckley, West Virginia. The Counter Professional of the Year award, sponsored by WIX Filters and presented at AAPEX in Las Vegas, annually recognizes an automotive aftermarket parts professional whose dedication, work ethic and expertise elevate their business and the profession as a whole.
Mills has spent more than 30 years in the automotive aftermarket, earning a reputation as one of the most reliable and trusted counter professionals in his region. His career began in an unlikely way—he entered the business with no prior automotive experience and had to teach himself everything from the ground up. Determined to succeed, he studied vehicle systems, learned from experienced technicians and developed a deep understanding of parts and applications. That drive to improve never faded.
Over the decades, Mills became known for his meticulous attention to detail, technical accuracy and ability to track down even the hardest-to-find parts. His commitment to service has earned him the loyalty of independent garages, fleet operators and dealerships throughout southern West Virginia and beyond. His leadership and example have helped train and inspire younger counter pros to bring the same level of pride to their work.
Outside of work, Mills is devoted to his family, which includes his wife Leigh Ann, two children and three grandchildren. He enjoys spending weekends with them and competing in local bass-fishing tournaments—a hobby he compares to his work behind the counter, where success comes from patience, focus and persistence.
As part of the Counter Professional of the Year award, Mills and his wife received an all-expenses paid trip to Las Vegas for AAPEX 2025. He was honored during the AWDA luncheon and was presented the award during the AMN/Counterman Counter Professional of the Year reception.
The post
link hidden, please login to view appeared first on link hidden, please login to view.
link hidden, please login to view -
By Counterman
Being a part of your local community is one of the most rewarding benefits of operating any business. Our individual operations certainly take up most of our time and attention, family and other obligations occupy another significant portion, but many of us also manage to carve out the time and energy to share a part of ourselves with the people and organizations that make a ZIP code into a genuine community.
From serving as school or other organizational board members, coaching local youth sports, or being an active member of your church, friends and neighbors might come to know you both personally and professionally, and your business is often a reflection of those values you already hold dear. As a business, we are also often called upon for financial contributions to a variety of charities, benefits and other generally good causes. The larger the business model, the more these requests roll in, and “the asks” are also generally more substantial.
For any automotive business, there are also many requests from members of your local grassroots racing community seeking “sponsorship” for their individual racing interests. These come in many forms, from racers looking to obtain a discounted rate on parts purchases to financially supporting their teams over the course of a season, usually in return for some sort of advertising on the car. On the surface, these requests might seem no different than sponsoring a Little League team or donating items for a benefit auction. Look a bit deeper, though, and you may realize that these racing “sponsorships” really need to be more of a “partnership” to make financial sense
Too often, a “sponsorship opportunity,” as presented, is a one-sided request, with the team simply seeking assistance in pursuing their dream of competing in motorsports. In exchange for your merchandise or funding, you get… a sticker! When asked just what kind of return on investment you can expect from your sponsorship, the answer is very often stunned silence. If the answer is “free advertising,” then we must truly consider the value of
that advertising.
Most of us have an advertising budget, and use a variety of media to get individual messages out in front of potential customers. It is already increasingly difficult to connect with consumers using traditional print, radio and television advertising. Streaming services and satellite radio both allow consumers to avoid advertisements, and newspaper readership has been declining steadily for years. Having your company name on the fender of a car in front of a few hundred people on a Saturday night might seem like a decent investment, but this kind of individual sponsorship is dependent upon several variables. Failures, successes, team or driver reputations, and even the team’s ability to compete regularly can vastly affect the value of your investment. If you choose to pursue business relationships with individual drivers or teams, think carefully about how those relationships will be mutually beneficial to each party.
Being associated with the racing community is a great way to connect with your existing clientele, and to keep your name in front of those who might use your services in the future. To maximize your advertising efforts, consider spreading the wealth in a more effective way than through a series of smaller individual sponsorships.
Advertising at the track itself is a great way to participate without relying on being associated with the most popular or successful team. A trackside billboard is a literal sign of your support for the racing scene, visible no matter which cars are on-track during the various practices, heat races and features. Sponsoring a particular racing class, offering a contingency payment in return for displaying your decals, or even holding a special event on track night, all benefit more than just a few individuals, and partnerships like these also build relationships with the local track operators and their extended network of supporters.
The post
link hidden, please login to view appeared first on link hidden, please login to view.
link hidden, please login to view -
-
By Counterman
Fuel injectors play a huge role in how well an engine runs and how long it lasts. They control how much fuel enters the engine, helping it run efficiently while maintaining power. By understanding the importance of high-quality fuel injectors, counter pros can guide customers toward quality choices that reduce comebacks, restore performance and protect engine components.
Fuel Injector Spray Pattern and Flow
The fuel injector’s spray pattern and fuel flow are critical for fuel economy, emissions and performance. Poorly manufactured injectors can create narrow spray patterns that cause poor atomization, reduced power and lower efficiency. Spray patterns that are too wide can leave unburned fuel dripping down the cylinder wall. That fuel can wash away oil and damage both the wall and piston rings.
Standard’s Testing and Engineering Excellence
Standard’s fuel injectors deliver OE performance through meticulous engineering. At its IATF 16949-certified plant in Greenville, South Carolina, each injector undergoes extensive testing. Engineers test injectors for spray pattern, fuel flow, thermal cycling, endurance and vibration. Standard verifies the performance of its
link hidden, please login to view under real-world conditions at its testing center in Texas. Complete Line of Fuel Injection Components
High-quality GDI and MFI fuel injectors are part of a larger program that includes fuel pressure sensors, pumps, O-ring kits, regulators and more. With more than 1,900 part numbers, Standard offers a comprehensive line of fuel injection components designed for OE-matching performance.
Causes of Fuel Injector Failure
Fuel injectors can fail due to electrical issues or contamination from dirty fuel. GDI injectors commonly experience carbon buildup. If these problems lead customers to replace fuel injectors, it’s best to replace them all at once. Installing one new injector alongside several older ones might turn off the check engine light, but it won’t fully restore performance or fuel economy. Another injector could soon fail.
Long-Term Benefits of Reliable Injectors
While cheaper or remanufactured injectors may seem appealing, recommending precision-engineered, reliable fuel injectors pays off. They reduce warranty claims, increase customer satisfaction and maintain customer trust.
This video is sponsored by link hidden, please login to view.
The post
link hidden, please login to view appeared first on link hidden, please login to view.
link hidden, please login to view
-
Recommended Posts
Join the conversation
You can post now and register later. If you have an account, sign in now to post with your account.
Note: Your post will require moderator approval before it will be visible.