Press & Media

STG Media & Press

Ryan Groth and team appearances, podcasts, and features.

See Where STG Has Been Featured Watch Ryan's Story
★★★★★ 4.9 from 900+ reviews

Featured Media Appearances & Publications

Ryan Groth and STG have been featured across trade publications, podcasts, and industry events. Third-party voices telling the same story contractors tell each other.

Ryan Groth on Roofing Contractor Radio podcast discussing Baseline Selling methodology

Podcast: Roofing Contractor Radio

Ryan breaks down the Baseline Selling methodology for roofing companies. How the baseball diamond gives every rep a shared language for pipeline stages.

Roofing Contractor Magazine feature on Sales Transformation Group and Ryan Groth

Feature: Roofing Contractor Magazine

Print feature covering STG's work with 900+ contractor companies. The shift from owner-dependent sales to a repeatable, coachable operating system.

Ryan Groth on The HVAC Success Show discussing account management and sales process

Podcast: The HVAC Success Show

Ryan talks comfort system sales, ADM account management, and why HVAC reps get stuck in the reactive vendor trap. Practical takeaways for service companies.

Ryan Groth speaking at International Roofing Expo on building contractor sales teams

Conference: International Roofing Expo

Live session on building a sales team from scratch. Ryan walked contractors through the OMG Assessment process and Will to Sell framework on stage.

Ryan Groth on Contractor Growth Network podcast discussing Sales DNA framework

Podcast: Contractor Growth Network

Deep dive into Sales DNA. Why upgrading the internal operating system matters more than learning new closing techniques. Built for trades owners hiring their first reps.

Plumbing and HVAC Magazine feature on contractor-exclusive STG training methodology

Feature: Plumbing and HVAC Magazine

Coverage of STG's contractor-exclusive training model. The piece highlights how scripts and frameworks built around real trade scenarios outperform generic sales training.

Ryan Groth on Electrical Contractor Success podcast covering ADM account management

Podcast: Electrical Contractor Success

Ryan covers commercial fleet account management and the ADM framework. How electrical contractors stop being reactive vendors and start growing existing accounts.

Ryan Groth at NAHB International Builders Show presenting Feel the Pain sales framework

Conference: NAHB International Builders Show

Panel discussion on scaling sales in residential contracting. Ryan brought the Feel the Pain framework to an audience of 200+ GC owners and sales managers.

Ryan Groth on The Blue Collar CEO podcast on building independent sales teams

Podcast: The Blue Collar CEO

Straight talk on what it takes to move from owner-as-salesperson to a team that closes without you. Ryan shares the Milestone-Centric process that makes handoffs clean.

Pro Remodeler Magazine feature on STG Platinum Fractional Sales Leadership program

Feature: Pro Remodeler Magazine

Industry profile covering STG's Platinum Fractional Sales Leadership program. How remodeling contractors get a full sales leadership function without adding full-time headcount.

Ryan Groth on Contractor Secrets podcast discussing Equal Business Stature in commercial sales

Podcast: Contractor Secrets

Ryan walks through Equal Business Stature and why contractors lose commercial deals by acting like vendors instead of expert consultants. Mindset shift with practical application.

Ryan Groth keynote at Green Industry Expo on Honey Hole prospecting for contractors

Conference: Green Industry Expo

Keynote for landscaping and outdoor living contractors. Ryan covered the Honey Hole prospecting method and how to stop chasing unqualified leads across every trade category.

How STG Works

Recent Media Highlights

When media covers Ryan Groth and STG, they are covering a methodology built for one industry. Here is what that methodology actually delivers.

Baseball diamond sales process framework used by STG for contractor sales teams
Baseline Selling Methodology

Baseline Selling Methodology

The baseball diamond is not a metaphor for motivation. It is a tracking system for every deal in your pipeline. First base, second base, third base, home. Every rep knows where every deal stands, every day.

Home plate is your starting point. First base is a booked appointment. Second base means pain is identified, the decision process is understood, and the cost of the problem is quantified. Third base is your proposal. Home is a closed deal. Nothing moves forward without hitting each base.
Most contractors quote and pray. Baseline Selling ends that. When every milestone is required before advancing, your reps stop guessing and your pipeline becomes a real forecast. Managers coach to specific bases, not vague feelings about how a call went.
A Milestone Tracking Sheet, a Baseline Selling Sales Script, and coaching that ties every weekly call back to where deals sit on the diamond. 15 named frameworks support the methodology including Feel the Pain, Compelling Reasons, and the Inoffensive Close.
OMG Sales Assessment results showing Sales DNA categories for contractor sales reps
Sales DNA and OMG Assessment

Sales DNA and OMG Assessment

Sales skills are apps. Sales DNA is the operating system. If the OS is broken, no amount of closing technique fixes it. The OMG Assessment gives you objective data on exactly where each rep's OS needs upgrading.

The assessment covers Will to Sell (Desire, Commitment, Outlook), six Sales DNA categories, and ten tactical competencies. It is a third-party tool with objective data. It eliminates guesswork from sales coaching by giving you a measurable baseline before training begins.
Doesn't Need Approval. Stays in the Moment. Supportive Buy Cycle. Comfortable Discussing Money. Supportive Beliefs. Controls Emotions. The lowest-scoring category becomes the growth priority. Reps cannot out-skill a broken Sales DNA.
Assessment results inform the entire coaching plan. The Elite Sales Competency Mastery course is built on the OMG framework. Every coaching conversation references specific scores. Progress is tracked over time so you can measure real improvement, not just effort.
STG contractor sales coaching tracks for residential reps, commercial reps, and sales leaders
Contractor-Only Coaching Tracks

Contractor-Only Coaching Tracks

STG trains only contractors. Roofing, HVAC, plumbing, electrical, general contracting, painting, landscape, fencing, window and glass. Every script, role play, and example is built around real contractor scenarios, not adapted B2B theory.

Built for reps selling direct to homeowners. Covers the Honey Hole prospecting method, door-to-door roofing scenarios, CSR inbound call scripts, and the full Baseline Selling process adapted for residential close cycles. Weekly live coaching calls with recordings available.
Built for reps selling to property managers, facility directors, and C-suite decision makers. Covers ADM account development meetings, fleet account management, Equal Business Stature, Polarity, and multi-stakeholder qualification. Separate coaching call track from residential.
Built for the owner or sales manager running a team. Covers the 6 Daily Standards framework, Level 5 Leadership, Theory of Constraints, the Achievement Roadmap, and the Clubhouse Environment. Boardroom coaching with Ryan directly. Sales reps are not allowed in these sessions.
STG proprietary sales tools including worksheets, scripts, and playbooks for contractor sales teams
30+ Proprietary Tools and Resources

30+ Proprietary Tools and Resources

Training without implementation tools is a seminar. STG provides over 30 worksheets, scripts, playbooks, and pinups that reps and managers use in actual sales conversations and team meetings.

Closing and Objection Playbook. Baseline Selling Sales Script. CSR Inbound Call Script. Agenda Setting Script. Cold Call Script. Positioning Statement template. Objection Handling Scripts. Each one is written for contractor conversations, not generic sales scenarios.
Pre-Call Planning Worksheet. Compelling Reasons Worksheet. Quantifying the Problem Worksheet. PTB Personal Transformation Blueprint. Pipeline Management Worksheet. Milestone Tracking Sheet. Decision Process Questions. Identity Reflection Worksheet. Each worksheet ties to a specific framework and phase.
SOB Quality Pinup. Polarity Pinup. Old Way New Way Pinup. ADM Cheat Sheet. Level 5 Leader resource. Books and Resources List. These are reference materials reps keep at their desk or in their vehicle. Built for daily use, not shelf storage.
STG Academy on Skool platform showing 10 courses and 591 active contractor sales members
STG Academy on Skool

STG Academy on Skool

591 active members. 10 structured courses. 545 total modules. The Skool platform is where training, community, coaching recordings, and resource downloads all live in one place, organized by track and phase.

10 courses organized by track: residential sales rep, commercial sales rep, sales leader, commercial sales leader, and specialized topics. Each course is structured in phases with quizzes for self-assessment. Reps move through milestones, not just videos.
Weekly live calls run on separate tracks for residential reps, commercial reps, and sales leaders. Recordings are posted inside the relevant course modules after each session. Members who miss a call can watch the recording and apply the content immediately.
The community tab is where members share wins, ask questions, and access pinned resources from Ryan. The full resource library with downloadable worksheets, scripts, and pinups lives inside the platform. This is the daily operating hub for STG members.
Ryan Groth leading private consulting session with contractor sales leadership team
Fractional Sales Leadership and Private Consulting

Fractional Sales Leadership and Private Consulting

For contractors who need more than a course, STG offers direct involvement. Platinum Fractional Sales Leadership means STG manages your sales team as if it were their own. Private consulting gives $5M-plus contractors direct access to Ryan.

STG steps in as your sales leadership. We build the infrastructure, run the process, manage performance, and hold the team accountable. This is not consulting from the sideline. This is STG inside your business running sales operations the same way we would run our own.
One-on-one access to Ryan Groth for larger contractors. Built for $5M-plus companies where the sales organization needs direct leadership intervention, not a group program. Covers the full sales operating system at the executive level including Boardroom frameworks.
A 2-day on-site workshop to build the sales infrastructure from the ground up. Process, tools, team alignment, and launch plan all completed in two days. Designed for contractors who are ready to stop winging it and install a real system before the next selling season.

STG's Own Media Content

Three areas where STG's methodology shows up in the press, the podcasts, and the conversations that matter to contractor owners.

Baseball diamond diagram showing the Baseline Selling sales process stages
Baseline Selling Framework

The diamond makes pipeline management visual and concrete for every rep on the team.

Press coverage keeps referencing the baseball diamond because it works. Home plate is where you start. First base is the appointment. Second base is where you confirm pain, understand the decision process, and quantify the cost of inaction. Third base is the proposal. Home is the closed deal. The Milestone-Centric Sales Process runs underneath all of it, making every stage measurable. Sales managers stop asking 'how did the call go?' and start coaching to specific milestones. That shift alone changes how teams perform.

  • 15+ named frameworks built into one connected process
  • Every deal tracked by diamond position, not gut feeling
  • Coaches to milestones, not mood or memory
See the Full Methodology
Contractor sales training session specific to trades like roofing and HVAC
Contractor-Only Training

Every scenario in STG training comes from a real contractor situation, not a generic sales classroom.

When Ryan gets interviewed, the question always comes back to specificity. Why does this work for contractors when other programs don't? Because the coaching recordings cover fleet account management, door-to-door roofing, commercial property manager sales, and HVAC comfort system upgrades. Not generic B2B theory retrofitted for construction. 900+ companies across 12+ trades have gone through this. Residential and commercial. Owners who still sell and sales leaders building teams. The OMG Assessment gives each person an objective baseline before week one, so coaching targets the actual gaps instead of guessing.

  • Roofing, HVAC, plumbing, electrical, GC, and 7 more trades covered
  • OMG Assessment identifies real gaps before training starts
  • 900+ companies served since 2018 across North America
Explore the Training Tracks
Ryan Groth leading a live sales coaching call with contractor sales leaders
STG Implementation Model

Five tiers of delivery mean you get the depth your company actually needs, not a one-size answer.

This is what separates the features from the fluff in any coverage of STG. Online courses on Skool with 545 modules and 591+ active members. Weekly live coaching calls with separate tracks for residential reps, commercial reps, and sales leaders. Boardroom calls monthly with Ryan directly for C-Suite and ownership, where reps are not allowed. Private consulting for contractors at $5M+. Platinum Fractional Sales Leadership where STG runs your sales team as if it were their own. Two-day on-site Sales Launch Workshops to build the infrastructure from scratch. Thirty-plus proprietary worksheets, scripts, and playbooks included. This is how the system actually gets installed.

  • Five delivery tiers from self-paced Skool to fractional sales leadership
  • Weekly live calls separated by rep type and leadership level
  • 30+ proprietary tools, scripts, and worksheets included
Find Your Right Tier