The key to success in office technology sales is not all that dissimilar to the qualities that make for an impactful lawyer. Just ask Amie Geary, who has thrived in both worlds.
The vice president of NBM secured her Juris Doctor from Suffolk University Law School, and has enjoyed leveraging her legal education to better serve clients. One of the most fulfilling experiences early in her career transpired at a cybersecurity lunch and learn for a Women in Business organization. Being able to advise attendees on risk and teaching them how to protect themselves and their business crystallized in Geary’s mind that the industry was her true calling.
“It was the first time I got the same feeling of accomplishment and satisfaction that I would get when practicing as a lawyer,” said Geary, a 2026 ENX Magazine Difference Maker. “I realized advising businesses on cybersecurity wasn’t so far off from advising clients on legal challenges.”
The value of preparation, she notes, served her well in both disciplines. Geary remembers conducting her first deposition as an attorney and the importance of knowing the answers before the witness even gave them. Success in that world hinges on being thorough and detail-oriented. Those experiences also underscored one of the profession’s most valued axioms: never ask a question you don’t know the answer to.
Similarly, it helps to avoid being blindsided when dealing with a client. “Whether it be presenting a proposal to a prospect or doing a cybersecurity training or rolling out an internal company initiative, I want to be prepared and anticipating objections/challenges before they happen,” she said.
After nearly nine years in the legal realm, Geary joined the family business—first as legal counsel, then as IT sales and operations director. As an interesting aside, she actually sold copiers in high school and college prior to attending law school. She was named vice president of IT and administration in 2023.
The IT Factor
Being tasked with guiding NBM’s IT division gave her the opportunity to immerse herself in the daily machinations of the dealer business. Having that autonomy enabled her to grow as a leader and make a significant impact in the IT division’s fortunes.
“I learned from the ground up; I stumbled and fell but kept going to improve our processes, solutions, personnel and the quality of our network customer base,” Geary said. “The MNS division has grown significantly—500% over the last 5 years—and I look forward to continuing that growth in the next phase.”
Her father and boss, Bill Tracia, provided a great leadership example for her to emulate. Tracia underscored the business fundamentals of hard work and perseverance and advised her to resist complacency.
“He always cautioned that being ‘too comfortable’ wasn’t good and that you had to stay challenged to keep growing and succeeding and to be the best version of yourself,” Geary added. “It really shaped who I am as a person, both professionally and personally. I try to teach my kids the same; lead by example and work for everything you have. Everything is earned, nothing is given.”
As 2026 gradually gives way to 2027, she’s focusing on assessing future grow for NBM from the proverbial 30,000-foot perspective. The dealership celebrated its 40th anniversary this year, and Geary hopes to devise strategic initiatives and new revenue streams to ensure the second generation of leadership continues to build upon the foundation set by her father’s leadership.
Moving Forward
Geary has long been her own worst critic, which at times has prevented her from recognizing small achievements and accomplishing incremental goals. But she’s learned the importance of making decisions with the information on hand and moving on to the next challenge.
“It’s easy to get caught up in the day-to-day challenges of running a business, but I’m learning to trust the smart and talented people on my team, and be a better delegator so that I can focus on leading NBM into the next phase of growth and prosperity,” she said.
On the home front, Geary and her husband of 17 years, Dave, have three children: Kylie, 14, and 12-year-old twins Matty and Kenzie. You’re most likely to spot the family car parked at the hockey rink or soccer/lacrosse/baseball fields, and the activities keep them constantly on the go. They can also be spotted at the beach and on the water in Gloucester, Massachusetts, with friends and family.
The high school version of me wanted to be a: Lawyer (Guess I made it!)
Interesting fact about you: I have twins.
Celebrities you have met: Richard Branson. He’s an awesome guy and it was cool experience to meet him.
Any special talents: I learned how to “speed read’ in law school. I am a big reader, so it tracks!
Guilty pleasure: I love live music – never found a band I don’t like.
Most prized possession: My kids.
