Leading the Herd with LS Tractor: Inside the Success of Cole’s Tractor & Equipment
For nearly four decades, Cole’s Tractor & Equipment has built its reputation the same way many successful rural businesses do – through hard work, honest relationships, and a genuine passion for helping customers succeed. Located in Farmington, Missouri, the family-owned dealership continues to grow by focusing on what matters most: supporting customers before, during, and long after the sale.
At the heart of the business are Christy and Greg Cole, a husband-and-wife team whose journey into the tractor industry started with a simple goal and a lifelong passion. A team from LS Tractor USA recently visited the dealership to interview Christy, and learn more about what makes their business a success.
A Passion That Became a Business
What began as a way for Greg Cole to help pay for college eventually became a thriving business now celebrating 37 years of success. Greg’s love for tractors started early, buying older machines, refurbishing them, and making them mechanically sound again. But once college was complete, he realized the tractor business wasn’t just a side job, it was the future he wanted to build.
Today, that passion continues to fuel the dealership’s growth. “We’ve been here 37 years and we’re still growing,” says Christy Cole. “What makes our dealership successful is the superior support we provide our customers.”
That commitment to service is woven into every part of the business. From first-time tractor buyers to seasoned landowners, the Cole’s Tractor team works to ensure customers leave with the right equipment and the confidence to use it successfully.
Helping Customers Build the Life They Want
As more people pursue homesteading, hobby farming, and self-sufficient lifestyles, Christy says the dealership has found its niche helping customers understand exactly what they need to accomplish their goals.
“We love helping the customer figure out what they need,” Christy explains. “People today want to own their own homestead and be self-sufficient. Helping them figure out what equipment they need to do that is what we thrive on.”
Cole’s Tractor takes pride in being the home of the original package deal. Customers often arrive looking for more that than just a tractor – they want a complete solution to go to work. “They want to pull in, get it all, hook up to it, and go home and go to work,” says Christy. “The tractor, the loader, the bucket, the box blade, the brush hog, the trailer – they want it all.”
By simplifying the buying process and bundling the right equipment together, Cole’s Tractor helps customers get started faster and with greater confidence.
Service After the Sale Matters
One of the dealership’s defining strengths is the time invested in customer education and support. “When you buy a tractor here, we spend about an hour with you doing an in-service,” Christy explains. “We show you every knob, shifter, lever, and how to take attachments off and put them back on, because we want customers to know how to use their tractor when they get it home.”
And the support doesn’t stop once the customer leaves the lot. “We always say, ‘Hey, we’re just a phone call away.’ Give us a call, we’ll walk you through it, we’ll help you.”
That level of commitment reflects the dealership’s mission: Our Mission is Yours. It’s more than a tagline – it’s the philosophy behind every customer interaction. Whether customers prefer to shop in person, over the phone, or through text communication, the team at Cole’s Tractor works to provide a seamless experience that exceeds expectations.
Why LS Tractor Fits the Cole’s Tractor Philosophy
For the past 13 years, LS Tractor has played an important role in the dealership’s continued growth and success. According to Christy, adding LS Tractor to their lineup was a natural fit because of the value and reliability the brand delivers to its customers.
“To us, there just is no better deal on the market for what you get,” says Christy. “The quality, the features, the price, the warranty – LS gives customers more.”
She often encourages shoppers to compare brands before making a decision. “I tell people all the time, go do your homework, and they come back all the time and say, ‘Yep, you were right.’”
The confidence comes from years of seeing customers return again and again. “We have customers on their second, third, and fourth LS Tractor,” Chrisy explains. “Once they see the quality of the tractor, the backing of the LS brand, and the support from our dealership, they come back for another one.”
Award-Winning Growth and Customer Trust
The dealership’s customer-focused approach continues to deliver impressive results, earning the #1 sales ranking in the state across multiple months. Further reinforcing this success, Cole’s Tractor received its first-ever LS Tractor Blue Diamond Dealer Award and achieved more than 30% market share within the compact tractor segment in 2024.
The dealership also earned recognition as a Top 5 Financing Producer through ACUSI and received the Territory Award for Most Improved Player.
But for Christy and Greg, those achievements are ultimately about the customers who made them possible. “We couldn’t have done any of this without the support of our customers,” the dealership shares on their website. “We value all of our customers and take pride in providing superior support after the sale.”
LS Tractor USA Regional Manager, Dave Teigen notes, “Cole’s Tractor & Equipment has maintained a high growth rate in a very traditional market.” Their ability to consistently grow while building long-term customer relationships reflects both the strength of the dealership and the trust they’ve earned throughout the region.
The dedication to customer success aligns perfectly with the LS Tractor philosophy – delivering more standard features, more performance, more warranty coverage, and greater value for hardworking landowners.
Looking Toward the Future
Beyond the dealership, Cole’s Tractor & Equipment remains deeply involved in the local community. Dave Teigen shared that the dealership has been a strong supporter of the local rodeo, where LS Tractor branding has become a familiar sight and another reflection of the dealership’s commitment to the people and communities it serves. With strong community support, a growing customer base, and continued partnership with LS Tractor, the future looks bright for Cole’s Tractor & Equipment.
“The future looks great with LS,” says Christy. “They’re a great company to work with. They back their product, they back their customers, and the back their dealerships.”
After 37 years in business, one thing remains clear: customers aren’t just buying tractors at Cole’s Tractor – they’re gaining a trusted partner committed to helping them succeed for years to come.
As the team at Cole’s Tractor likes to say: “We don’t just follow the herd, we lead the herd.”
Published on May 20, 2026 and written by Kimberly Steele