Driven to Grow: How One Missouri Dealership is Expanding with LS Tractor
In the heart of southwest Missouri, just off Interstate 44, WCT Farm and Lawn has become a standout example of what’s possible when strong leadership, a customer-first mindset, and a trusted product line come together. Under the ownership of Steve Heil, the dealership has experienced remarkable growth – nearly doubling its sales volume in just a few years – while staying rooted in the values that matter most: service, relationships, and community.
A Strong Foundation, Accelerated Growth
WCT Farm and Lawn has served its community for 27 years and has been an LS Tractor dealer for 19 of those. When Steve Heil purchased the dealership in March 2022, it was already a well-established business. But with his extensive background as a business owner and a degree from Missouri State University, Steve saw an opportunity to build on that foundation.
Since taking ownership, he has guided the dealership from a $6 million operation to more than $11 million in annual sales, with projections to surpass $12 million. Strategic investments in inventory, expanded product lines, and increased floor planning have played a key role in that growth. Just as important has been the dealership’s highly visible location – welcoming tens of thousands of drivers each day – and a commitment to making a strong first impression with signage and a robust equipment display.
Hands-On Leadership and a Customer-First Culture
What truly sets WCT Farm and Lawn apart is its approach to customer service. Steve is a firm believer in being present and accessible. His office sits right at the front of the dealership, and he is on-site every day. Steve’s commitment to being present is shared at home as well as at work – his wife, Melissa, works alongside him at the dealership, helping reinforce a family-oriented culture that customers immediately feel when they walk through the door.
While he credits his team for doing the “heavy lifting,” Steve emphasizes that leadership presence helps reinforce a culture where customers feel valued from the moment they arrive at the dealership. That commitment extends well beyond the initial sale.
“The sales department sells the first tractor,” Steve explains, “but our service and parts departments sell the second and third.” That commitment to service is recognized across the LS network. As LS Tractor USA Business Manager Skot Myrick explains, “WCT’s commitment to exceptional customer service isn’t just a philosophy, it’s a measurable advantage. When you pair that dedication with the strength and reliability of the LS Tractor brand, you create an experience customers can trust and results they can feel.”
This philosophy is central to the dealership’s success. Whether it’s helping a first-time tractor owner troubleshoot over the phone or supporting a long-time customer with parts and service, WCT Farm and Lawn prioritizes relationships that last. As a repeat recipient of the LS Tractor Blue Diamond Award for dealerships, Steve understands the significance of a team approach when it comes to running a thriving business.
The LS Tractor Advantage
LS Tractor has been the cornerstone of WCT Farm and Lawn’s business for nearly two decades. As one of the first LS dealers in Missouri – a state that continues to be a strong market for the brand – the dealership has built deep expertise and loyalty around the product line.
According to Steve, LS stands out for its value and performance. “You get more tractor and more standard features compared to competitors,” he says. “It’s a quality machine that’s built well and designed for comfort and performance.”
The MT2 Series, in particular, has become a top seller. With the region seeing an increase in smaller acreage properties and hobby farms, these versatile tractors, typically in the 25-50 horsepower range, are ideal for a wide range of tasks. For larger agricultural operations, higher horsepower models also play an important role, especially in hay production.
Steve himself uses LS equipment at home. He is currently operating an MT225S with a backhoe for property gardening projects, giving him firsthand experience with the product he sells.
Building Trust Through Service
One of the biggest challenges in the equipment business, Steve notes, is building trust – especially on the service side. While sales often come naturally, earning a customer’s confidence when it comes to repairs, maintenance, and ongoing support requires consistency and transparency.
WCT Farm and Lawn addresses this by hiring skilled technicians, maintaining fair pricing, and focusing on doing what’s right for the customer. Their service department also acts as a technical support hub, with many calls coming from first-time tractor owners who need guidance after the purchase.
By helping customers troubleshoot issues remotely whenever possible, the team saves them time and reinforces the dealership’s commitment to service.
Deep Roots in the Community
As a family-run business, Steve and Melissa Heil are both actively involved in supporting local programs and community events. WCT Farm and Lawn stays closely connected to its local community through active involvement in agricultural and civic initiatives. The dealership supports multiple FFA programs, participates in local fundraisers and parades, and contributes to events like charity golf tournaments. As a strong supporter of the local Chamber of Commerce, the business remains engaged with both rural and small-town communities.
This connection not only strengthens relationships, but also reflects the dealership’s long-term commitment to the people it serves.
Looking Ahead
With continued growth on the horizon, Steve plans to expand both product offerings and the dealership’s physical footprint. With 10 acres of property – only half of which is currently in use – there is room to grow inventory and explore opportunities such as equipment rentals.
At the core of these plans is a careful approach to partnerships. “We’re only as good as the products we carry,” Steve says. “As a dealer, we’re the liaison between the customer and the manufacturer.”
Advice for Success
For fellow LS dealers, Steve emphasizes the importance of partnership and patience – especially when it comes to warranty processes and parts availability. A strong dealer network, he believes, is essential to supporting customers and protecting the brand.
For first-time tractor buyers, his advice is simple: focus on the dealership as much as the machine. Understanding your needs and building a relationship with a trusted local dealer can make all the difference in the ownership experience.
From its rapid growth to its unwavering focus on service, WCT Farm and Lawn exemplifies what it means to be a successful LS Tractor dealership. With strong leadership, a dedicated team, and a commitment to doing right by every customer, the dealership continues to set a high standard for excellence in the industry.