About Sales Transformation Group
Contractor-Exclusive Sales Training

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. We focus exclusively on construction and trades because that depth of industry specialization is what creates real results. 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.

Sales Transformation Group Contractor Sales Training and Coaching

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 didn't have basic sales systems. Talented craftsmen who could build anything... but couldn't predictably grow revenue. They knew how to deliver amazing work, but making revenue predictable and scalable? That's where the gap was.

So in 2018, I founded Sales Transformation Group with one focus: helping contractors build high-performing sales teams. Not generic B2B sales training. Not corporate frameworks that don't apply to trades. Just contractor-focused sales infrastructure—proven processes, structured team development, and the accountability systems that make revenue predictable.

Since 2018, we've spent 7+ years focused exclusively on contractor sales transformation. We've transformed 1,000+ contractor businesses nationwide. We developed the Baseline Selling methodology and the 36-milestone journey specifically for construction and trades companies. That industry-exclusive focus is what allows us to go deep on the specific challenges contractors face—long sales cycles, relationship-based selling, technical product knowledge, and building trust in competitive markets. That's what we do, and we go deep on every detail.

Ryan Groth Sales Transformation Group Founder CEO Contractor Sales Training

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Why This Matters For You

If you're a contractor owner stuck doing all the sales yourself, or watching revenue swing wildly month to month, or frustrated that new hires keep failing—that's exactly why STG exists.

We've worked with 1,000+ contractors who faced the same challenges. They didn't need generic sales advice—they needed contractor-specific frameworks that account for long sales cycles, relationship-based selling, and competitive bidding. That's what we built. That's what we teach. That's what creates predictable revenue.

Ready to Build Predictable Revenue?

Join 1,000+ contractors who've transformed their sales teams with proven frameworks, structured coaching, and contractor-exclusive expertise.

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Limited availability - Book your 20-minute strategy call today

Our Approach to Sales Transformation

Building structured sales organizations isn't about quick fixes or one-time workshops. It's about systematic infrastructure development, proven methodology, and ongoing accountability that creates predictable revenue growth.

Assess

We evaluate your current sales infrastructure, team structure, and growth goals to understand exactly where you're at

Build

Implement proven Baseline Selling methodology and structured processes customized to your business stage

Train

Develop your team through ongoing coaching, accountability systems, and skill reinforcement programs

Scale

Achieve predictable revenue with sales infrastructure and team systems that run without you

Learn More About Our Process

Sales Transformation Group contractor-exclusive sales training and coaching methodology

See if we're the right fit

Book a 20-minute call to discuss your sales challenges and see how our contractor-exclusive approach can help.

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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 industry-specific challenges that general sales programs don't understand. That depth of specialization is what creates predictable revenue.

Contractors Only

Unlike generic sales trainers who work with every industry, we ONLY work with contractors. Roofing, HVAC, plumbing, electrical, general contracting—that's it. This focus means our frameworks are built for long sales cycles, relationship-based selling, and competitive bidding environments. Not generic B2B sales training. Not corporate frameworks that don't understand your market. Just contractor-focused sales infrastructure, with depth of understanding in technical product knowledge and trust-building in local markets. That specialization is what allows us to go deep on the challenges that actually matter for your business.

Industry-specific expertise in contractor sales challenges
Proven frameworks designed for trades businesses
Deep understanding of construction sales cycles and dynamics

Serving Contractors Nationwide

Based in Dallas, Texas and proudly serving contractors across the United States. This isn't generic sales consulting that works with every industry—we focus exclusively on construction and trades companies. That industry-specific expertise matters when you're building sales infrastructure that creates predictable revenue growth.

We Know What You're Facing

We've been there. After transforming 1,000+ contractor businesses, we understand the exact challenges you face. We know how long sales cycles work in construction, what relationship-based selling looks like for trades companies, and how to build trust in competitive local markets. That industry expertise matters—we understand your specific path because we've walked it with hundreds of contractors before you.

Deep understanding of contractor sales cycles
Expertise in construction and trades sales dynamics
Proven frameworks built from real contractor challenges

1,000+ Contractors Served • Coast to Coast Coverage

Sales Transformation Group training philosophy and methodology

Explore our programs

From workshops to coaching to fractional leadership - find the right fit for your business stage.

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Why We Do Things This Way

We could sell generic sales training that works for any industry. We could focus only on quick wins that look good but don't last. We could apply the same cookie-cutter process to every contractor regardless of their business stage. But that's not how you actually build structured sales organizations. Foundation first. Customized roadmaps. Sales infrastructure alongside team coaching. That's what creates predictable revenue.

Build From the Ground Up

Building sales infrastructure is always going to be the best approach—clear sales process, defined KPIs, accountability systems, and structured team meetings. You can't skip the fundamentals and expect to scale revenue. Every contractor who builds predictable growth has mastered the basics first. That's where we start with the 36-milestone journey.

Sales process documentation and implementation
KPI definition and tracking systems
Team structure fundamentals before advanced scaling

Behind the Scenes

Effective sales transformation requires assessment, customization, and systematic progression. Here's what happens from your first consultation to ongoing sales infrastructure development—and how we build contractor sales teams that actually produce predictable revenue.

From Assessment to Implementation

Every contractor starts with an assessment—we gauge where you're at, your current revenue, sales infrastructure, team structure, existing processes, and growth goals. Then we build a customized roadmap from there using the 36-milestone framework. A business launching its first sales hire and a company scaling to 10 salespeople are at two different standpoints, so what we focus on with one will be different from another. Foundation first, then we build.