"KPost Roofing built a structured, process-driven sales team that now produces $67M a year. Read how the team and the process came together."
Inside STG: The 36-Milestone Sales Journey
How we install Baseline Selling in contractor sales teams, one milestone at a time, so every deal has a clear next base.
Three Parts of the STG Operating System
Process, data and accountability. Each one fails without the other two, so we install all three together.
Every deal runs the same diamond. First base is the appointment. Second base means pain is identified, the decision process is understood and the cost is quantified. Third base is the proposal. Home is a signed contract.
- Every rep runs one shared process
- Coach to the base, not to gut feel
- Stop pitching price before second base
The Objective Management Group assessment measures each rep's Will to Sell, Sales DNA and tactical skills. The lowest score becomes the first growth lever, so coaching starts with facts instead of opinions.
- Baseline every rep before training starts
- Find the lowest-scoring Sales DNA area
- Track improvement against that baseline
Weekly live coaching calls for residential reps, commercial reps and sales leaders. The Milestone Tracking Sheet shows where every deal stands, so sales meetings coach to milestones instead of asking how the call went.
- Weekly live calls with recordings
- Ride-along evaluations and coaching checklists
- Pipeline reviews by milestone, not by hope
Run Every Deal Around the Diamond
Most contractor sales teams quote and hope. Baseline Selling, adapted for the trades by Ryan Groth, breaks the sale into 36 milestones. Your reps know what has to happen before they move to the next base, and you know where every bid stands.
- Home plate to first base: earn the appointment
- Second base: pain, decision process and cost quantified
- Third base to home: proposal, then the Inoffensive Close
Baseline Selling in the room
What the 36-Milestone Journey Looks Like
Four stages, each with milestones your reps have to hit before they move on. No skipping bases, no guessing where a deal stands.
Every rep takes the OMG Sales Assessment. We map Will to Sell, Sales DNA and tactical skills, then pick the one constraint holding your team back. That is where coaching starts.
Reps learn Baseline Selling and the 15+ frameworks behind it, from Feel the Pain to Compelling Reasons. Scripts, worksheets and role plays are built around bids, crews and real contractor scenarios.
Weekly coaching calls, ride-alongs and pipeline reviews keep every deal tied to a milestone. Managers stop asking how the call went and start asking which base the deal is on.
Sales leaders learn Level 5 Leadership, the 6 Daily Standards and how to build a Clubhouse culture, so the system keeps running when you add reps or new markets.
Coaching to milestones
Contractors Who Ran the System
Real STG clients and their own numbers. We promise the process and the support. They did the work.
"AVCO Roofing grew from zero to $30M in five years by building a sales team around one repeatable process instead of one star closer."
"Daniel Young scaled his contracting company from $3M to $20M working with STG. His story shows what changes when sales runs on a process."
"Kingdom Roofing grew from $4M to $16M in three years working with STG, using the same sales operating system we build with every client."
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Training Alone vs. the STG Operating System
Most programs stop at a workshop. Here is what changes when the system is installed and coached.
Feature
The STG Operating System
Generic Sales Training Only
Built only for contractors and the trades
Usually generic B2B
Objective OMG assessment of every rep
Rarely
One shared process with 36 milestones
Varies by rep
Weekly live coaching after the training
One-time event
Fractional sales leadership available
Scripts, worksheets and 30+ tools included
Varies
Questions About the 36-Milestone Journey
Straight answers on how the process works, how long it takes and who it fits.
What is Baseline Selling and where does it come from?
Baseline Selling is a sales process built on a baseball diamond, from the book by Dave Kurlan. Ryan Groth adapted it for contractors, so every bid moves from appointment to qualified prospect to proposal to signed contract.
Why 36 milestones instead of a simple sales script?
A script tells reps what to say. Milestones tell them what has to be true before they move on, like a quantified cost of the problem before second base. That is what makes results repeatable and coachable.
Do you guarantee a higher close rate?
No. Too many variables sit outside any program. We promise the process, the assessment data, the coaching and the support. Clients like Kingdom Roofing and AVCO Roofing did the work and grew.
Is this only for roofing contractors?
No. STG trains only contractors, but across 12+ trades: roofing, HVAC, plumbing, electrical, remodeling, painting, outdoor living and more, residential and commercial. 900+ companies since 2018.
How is the OMG Assessment used in the journey?
Every rep is measured on Will to Sell, Sales DNA and tactical skills before training. The lowest-scoring area becomes the first growth lever, and we track improvement against that baseline.
Do I have to run the coaching myself?
You can, with our weekly calls and coaching checklists. Or STG can run it through Platinum Fractional Sales Leadership, where we manage your sales team alongside you.
Still have questions?
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