About Sales Transformation Group
We're a sales training and coaching company built exclusively for contractors. Every program is designed for construction and trades companies — teaching proven sales processes, structured team development, and what it takes to make revenue predictable and scalable.Founded by Ryan Groth in 2018, STG has transformed 1,000+ contractor businesses nationwide. From owners launching their first sales hire to established companies building structured sales organizations, we meet you where you're at and build from there using the proven 36-milestone journey.
Ryan's Story
I spent years as a professional baseball player before transitioning into the business world. After my playing career, I got into contractor sales and quickly realized something, most contractors are incredible at their craft but struggle with structured sales processes. I saw contractors leaving $100K+ on the table every year because they did not have basic sales systems. So I founded Sales Transformation Group with one focus: helping contractors build high-performing sales teams and make revenue predictable.
- Former professional baseball player turned contractor sales expert
- Built and sold a successful roofing company
- Founded STG to bring structured sales to the trades
Ryan Groth working directly with contractor sales teams using the STG Baseline Selling framework.
Why This Matters For You
If you're a contractor owner stuck doing all the sales yourself, watching revenue swing wildly month to month, or frustrated that new hires keep failing — you don't need generic sales advice. You need contractor-specific frameworks that actually fit how construction and trades businesses sell. We've worked with 900+ contractors who faced the same challenges and built predictable revenue with structured coaching and contractor-exclusive expertise.
- Stop being the only one who can close deals
- Turn inconsistent months into predictable revenue
- Build a sales team that runs without you
The 36-Milestone Journey in action, built for the trades.
How We're Different
Sales training for contractors shouldn't be generic B2B frameworks. We focus exclusively on construction and trades companies — going deep on the sales challenges, cycles, and dynamics unique to your industry. Unlike generic sales trainers who work with every industry, we ONLY work with contractors: roofing, HVAC, plumbing, electrical, and general contracting.
- Industry-specific expertise in contractor sales challenges
- Proven frameworks designed for trades businesses
- Deep understanding of construction sales cycles and dynamics
The Baseline Selling framework in action, built for the trades.
Ryan Groth
Ryan Groth is Founder and CEO of Sales Transformation Group, where for over 8 years he has helped hundreds of roofing, commercial, and home service companies build elite sales teams and achieve consistent, predictable revenue growth. A former professional baseball outfielder in the Los Angeles Angels organization, he brings an athlete's training discipline to sales: reps, scoring, and coaching before game day.
- Former pro baseball outfielder, Los Angeles Angels organization
- Nearly 5 years as President and COO of Followup CRM
- Creator of STG's AI roleplay simulator and live coaching system
Founder & CEO, Sales Transformation Group
Brian Lancaster
Brian Lancaster is a Strategic Growth Executive and Sales Performance Coach with more than 25 years of leadership experience spanning commercial roofing, sales transformation, business operations, law enforcement, and executive leadership. He helps contractors and home service companies accelerate revenue growth by developing high-performing sales teams, scalable systems, and operational accountability.
- Former Chief Operating Officer and VP of National Accounts
- Objective Management Group Certified Sales Professional Evaluator
- Builds cultures centered on People, Process, Proficiency, Profitability
Sales Performance Coach, Sales Transformation Group
Kimberly Madsen
Kimberly Madsen is a VP-level growth leader with more than 25 years across healthcare, insurance, and financial services, known for turning underperforming markets into high-performing ones. She coaches contractors to close deals and generate their own leads within 90 days.
- Grew an AIG branch from $2.6M to $6.8M in twelve months
- Best Operator three years running; Best of the Best in 2002
- Scaled a delegated sales force from 100 to 2,500+ agents at Humana
Sales Performance Coach, Sales Transformation Group
Troy Timmer
Troy Timmer helps companies turn up-and-down sales results into predictable revenue. He brings more than 20 years of experience building sales systems and developing leaders, and has coached hundreds of contractors across North America. Troy knows the contractor world from the inside.
- Spent 17 years as President of Timmer Roofing, his own company
- Certified High Performance Coach and Canfield Success Principles Trainer
- Clients often gain more in 12 weeks than the previous 12 months
Sales Performance Coach, Sales Transformation Group
Kyle Robinson
Kyle Robinson builds relationships with associations, technology companies, conferences, and manufacturers, and represents STG on stages across the country. He joined STG in 2023 and grew through roles as Business Development Representative, Growth Consultant, and Senior Growth Consultant before leading partnerships.
- A former professional baseball player
- Keynote speaker on leadership and high-performing culture
- Pressure is a privilege; discipline over motivation
Head of Strategic Partnerships, Sales Transformation Group
Patrick Brazil
Patrick Brazil brings decades of experience in business development, commercial roofing, entrepreneurship, and real estate. He partners with roofing contractors across the country to strengthen sales performance, develop leaders, improve accountability, and create scalable growth systems.
- Decades in business development and commercial roofing
- Combines real-world business experience with practical coaching
- Focused on leadership, coaching, and consultative selling
Account Manager, Sales Transformation Group
Jennifer Warrior
Jennifer Warrior owns STG's operational finance, from budgeting and invoicing to the financial tracking that keeps the business healthy and its decisions well-informed. She brings more than 30 years of operational and creative leadership to the role.
- Former Creative Director for the NFL, Disney, and Universal Studios
- Built fleet brand guides for Republic Services and Waste Management
- Runs complex projects on tight budgets and deadlines
Operations & Finance Manager, Sales Transformation Group
Charisma Nery
Charisma Nery builds the systems and operational backbone that let the coaches and leadership deliver for clients, running client success, member events, vendor delivery, and the rollout of STG's AI roleplay sales simulator. More than 20 years in client services and operations.
- Drove a 150% lift in conversion and nearly $2M in revenue at IBM
- Led a 150-person team to a number-one global ranking at TRG
- Built $1.87M in recurring revenue at Athena, 96%+ satisfaction
Client Success Manager, Sales Transformation Group
The Thinking Behind the Method
Where Baseline Selling came from, and the principles that drive how we coach contractors.
Build Predictable Sales Models: Lessons from Baseball
Using baseball as a metaphor for building disciplined, predictable sales systems.
Navigating Life's Ups and Downs: Finding Your True Calling
A discussion on resilience, purpose, and redefining identity through setbacks and transitions.
The Power of Team Development in Business
Why cultivating talent and playing to each team member's strengths is key to competitive advantage.
Why We Do Things This Way
We could sell generic sales training for any industry. Instead we build real sales infrastructure — clear process, defined KPIs, accountability — exclusively for contractors, because that's what creates predictable revenue.
10 courses. One system.
10 Structured Courses Built for the Trades
Every course maps to the Baseline Selling methodology and our 36-Milestone Journey framework. Whether you sell residential or commercial, you will follow a repeatable process, not a personality-based approach. Courses cover residential sales, commercial sales, sales leadership, and Roof Warrior for roofing specialists.
- Residential and commercial sales tracks, plus dedicated roofing curriculum
- 36-Milestone Journey gives your team a measurable, stage-by-stage process
- Online delivery via Skool, train at your own pace without shutting down production
We implement with you.
Implementation With You, Not Just Training At You
Courses give you the playbook. Coaching puts it into practice inside your specific business. Ryan and the STG team work directly with owners and sales managers to install the process, hold reps accountable, and diagnose what is breaking down. This is where the work gets done.
- OMG Sales Assessment identifies exactly where each rep and leader has gaps
- One-on-one and team coaching sessions tied to your actual pipeline and numbers
- Consulting engagements for owners building or rebuilding a sales team from scratch
900+ companies. One community.
A Peer Community for Contractor Sales Leaders
STG Membership is where 900 companies across North America connect, share wins, work through tough deals, and hold each other accountable. You are not figuring this out alone. Your peers are roofing companies, HVAC contractors, plumbers, electricians, and more, all running the same system.
- Access to contractors across 12+ trades who are running the same sales process
- Live calls, deal reviews, and accountability built into the community structure
- Included with training programs, not a separate upsell
Ready to Build a Sales Team That Actually Closes?
You came here because something in your sales process is not working. Ryan has been where you are. The same contractor-to-contractor methodology that helped 900+ companies build predictable revenue is ready for your team.
- 900+ contractor companies trained across North America since 2018
- Contractor-exclusive methodology built for the trades, not generic sales teams
- We implement alongside you, not just hand you a training course
- No long-term contract required to get started with a strategy call