In the heart of Beaver Creek, Ohio, sits Jeff Schmitt Lawn & Motorsports. Under the leadership of Sales Manager Ryan Moore, the dealership has grown from a modest two-line operation to a thriving business representing 12 major brands including Polaris, Kubota, New Holland, Ferris, and Skagg. But what truly sets this dealership apart is their unwavering commitment to building genuine relationships with customers and creating an atmosphere where both employees and customers feel at home.
Ryan Moore's approach to sales challenges conventional wisdom. While many dealerships focus heavily on product features and specifications, Moore has discovered that the real magic happens when you prioritize relationship-building over sales tactics.
"I don't do a lot of selling of the unit. Probably 20% of the whole conversation with the customer that you're selling the unit and what it provides," Moore explains. Most of the interaction entails discovering what the customer’s needs are and explaining what the dealership can offer. “Obviously,” Moore notes, “the customer came here to look at the unit, but they want to buy from a place they feel comfortable about."
This philosophy has proven remarkably effective. By focusing 80% of customer interactions on building trust and demonstrating the dealership's commitment to service, Moore has created a loyal customer base that generates significant word-of-mouth referrals. "It makes you feel good when a customer goes out riding, and then suddenly, you've got 10 more customers from that one customer that you made happy," he shares.
The success at Jeff Schmitt Lawn & Motorsports extends beyond customer interactions—it's deeply rooted in the company culture Moore has cultivated. In an industry known for high employee turnover, this dealership stands as a remarkable exception.
"We like to have fun. We like to think of fun things to do, fun things to give to customers…People love their jobs here. I don't have a turnover rate of employees. We have the same ones for years," Moore proudly shares.
This positive work environment isn't accidental. Moore takes a personal interest in each team member, actively seeking to understand their interests and incorporating their feedback into daily operations. "I like to go around and and see what their interests are and see what they like to do, and if they have suggestions, my ears always open."
Managing 12 different product lines presents unique challenges, but Moore has developed an innovative training approach that ensures his team can confidently serve customers across all brands. Rather than relying solely on online training modules, the dealership emphasizes hands-on learning experiences.
"We do a lot of hands on training. The website training can only take you so far–if you don't know what you're looking at or what you're talking about, you don't really learn." Moore explains.
His method is both systematic and supportive: "Usually, I'll have our salesmen pick a piece of equipment that they're not familiar with. We walk around it, and there's no judgment on what they do or don’t know. I teach them the things that they don’t know. Eventually, they've got all the bases covered."
Moore's dedication to customer service extends well beyond traditional business hours. He maintains a 24/7 approach to customer communication, believing that prompt responses prevent issues from escalating and demonstrate genuine care for customer needs.
While this level of commitment requires personal sacrifice—Moore takes just one vacation per year—he views it as essential to maintaining the dealership's reputation and customer satisfaction levels. Moore recognizes that in this competitive environment, the dealership's focus on trust and relationships becomes even more critical. “It all comes back to making the customer trust and want to buy from you."
As Jeff Schmitt Lawn & Motorsports continues to evolve, Moore's focus remains on the fundamentals that have driven their success: building trust, maintaining a positive culture, and staying committed to exceptional customer service. The dealership's story serves as a powerful reminder that in an increasingly digital and price-competitive marketplace, the businesses that thrive are those that prioritize human connections, invest in their people, and never lose sight of why they fell in love with their industry in the first place.
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