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.”
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