Staying Comfortable Behind the Counter
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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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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.
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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.
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By Counterman
Air filters are seemingly simple, but unfortunately often neglected until they are so dirty they’ve been unknowingly (to a vehicle owner) affecting performance. Selling them offers benefits to you and your customer. It’s never bad to ask the air filter question and, at minimum, replace them once a year.
If a customer is skeptical, explain that even as little as 10% blockage of an engine air filter can begin to affect performance. Point out that the effects of a dirty filter were more noticeable on older vehicles, and modern fuel management systems are designed to compensate for reduced air flow. This is good for driveability and emissions, but bad for overall performance. Along with other normal maintenance items, filters are easy for a vehicle owner to overlook.
Be prepared for questions about high-performance filters, because you will get them. Many people ask about high-flow filters, cold air intakes or, on an older car, ditching the original air cleaner for a round, chrome replacement. Don’t be intimidated by performance questions; here’s what you need to know to answer them with confidence.
High-Flow Filters
High-flow performance filters are a very common upgrade. They are typically recognized and associated with a color, as opposed to the traditional white paper element. Often pinkish/red, the color is from a dyed oil that is soaked into the element. The elements are typically a cotton weave, held in place by a wire mesh. The weave is looser than a standard paper air filter, allowing a greater volume of air to pass through. Since the loose weave cannot filter out the smaller particles, it is soaked in oil, and the particles will, in turn, stick to the oil. Dye is used in the oil so there is an easily noticeable contrast between the oil and the element, allowing you to ensure that all areas are saturated. Even though red is the most common, there are multiple other colors available.
These types of filters absolutely flow better, and it is often noticeable in engine performance characteristics. But they do require regular cleaning and re-oiling to maintain their level of performance. You can be confident about selling them and touting the increased flow, but I do warn people that when they clean and oil them, be sure to heed the instructions, and don’t over-oil them. There have always been rumors of these types of filters damaging mass airflow sensors, but they are largely unfounded, and over-oiling them is the only thing that could possibly contribute to this.
Factory Air Cleaners
If you have a customer with an old car who wants to install a round chrome air cleaner, you may not be able to change their mind, but there are many facts about the original factory air cleaners that are often overlooked. Many people think they’re an eyesore compared to a shiny new chrome one, but there’s a lot more to them than meets the eye.
The inside of the air cleaner is designed to smoothly direct the air flow up to the top while reducing turbulence, so the air can be smoothly drawn down through the carburetor. They have a snorkel extending off of them to pick up cool air from the side of the engine compartment, and the snorkel also is designed to increase the velocity of the air as it enters the air cleaner.
In addition, the snorkel design incorporates a pickup for warm air to be drawn from around the exhaust manifold up into the air cleaner for improved cold-weather driveability. On the main body of the air cleaner, there is also a filtered pickup for fresh air to enter into the crankcase as part of the positive crankcase ventilation system, so they are important for emissions, too.
This is all theoretically great information, but if someone wants a chrome air cleaner, I get it. They look great, and they are a common characteristic of some old muscle cars. The completely exposed element offers the maximum amount of air flow necessary for the type of performance sought after in these cars.
The minor affect in driveability due to lack of a heat riser and less air velocity at low RPM is not missed on a car with straight line, high RPM performance in mind, and one that is most likely only driven in the summer. I do like to point out that there were a handful of top-dog muscle cars that came originally with chrome open-element air cleaners. On these cars, the crankcase ventilation was routed to the air filter base, and the aftermarket units generally have a stamped breakout in the base and come with a fitting so this can be reconnected. I always encourage them to reconnect these emission-related devices.
If your customer is replacing the air filter on an old vehicle with an OE air cleaner, it’s important to use a high-quality filter and always look it up for the application. You can’t see it when the lid is on, but the filter is designed to seal on the top and bottom so that all air flows through it. If a filter is installed that is even a little bit too short, unfiltered air will be drawn over the top of the filter into the engine, plus mice can fit through just about any small crack, and that carburetor is an awful inviting cubby to store the kibbles `n bits you keep in the garage.
Cold Air Intakes
Aftermarket “Cold Air Intakes” are the rage on newer cars and trucks, and these can offer performance benefits as well in terms of the flow, but there may be a sacrifice in driveability when ditching the original air box on a modern vehicle.
Modern air boxes also have provisions for warm air during cold starts. They have crankcase ventilation connectors, they reduce noise and they are designed to improve air velocity at low engine RPM, just as the original air cleaner on an old vehicle.
Another drawback to cold air intakes is they often drop very low in the engine compartment to pick up air. Most factory air boxes draw from above the radiator core support or from behind one of the front fenders, the point being they draw from high up. It doesn’t matter if a cold air intake picks up down low…that is, until there is a bad rainstorm and deep water. And, since a lowered suspension is popular on new cars, watch out!
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