STG Core Membership

Become an STG Member

One membership, everything you need to build a sales team that runs without you. Unlimited access to all nine live regional events, every course in the library, every group coaching call across Commercial and Residential, and early access to every tool we build. Send one person or your whole team. This is where contractor owners and sales leaders come to grow together.

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★★★★★ 4.9 from 591 reviews
Ryan Groth and the Sales Transformation Group team

A Note From Ryan

After 55% of STG's life run from Hawaii, I'm moving back to the mainland and chose Nashville, TN. STG was born out of live gatherings and peer learning, and I want to be in the room with our members again — live, regularly, across every event on the 2026–2027 calendar. The community has always been the real engine of STG. I'm coming home to run it that way.

  • Live, in-person events all year in Nashville
  • Peer learning and best-practice sharing
  • Same membership, bigger than ever
Book a 1-on-1 With Ryan
Ryan Groth, founder of Sales Transformation Group
Ryan Groth

Founder, STG

What's Included

What's Now in Core Membership

Everything you need to scale, all in one place — at the same price you've always paid.

Unlimited Events

All 9 live regional events across 2026–2027. Send one person, send your whole team, or split seats across events. Commercial Kickoff, Residential Deep-Dive, Leadership Summit, and more.

Full Course Library

Every course STG has built — sales fundamentals, leadership, hiring, ops, comp design. Build a custom learning path for every rep on your team.

All Group Coaching Calls

Every weekly group coaching call, across both Commercial and Residential tracks. Not just the one tied to your membership — all of them.

Tech Tool Access

Early access to every tool STG builds — AI roleplay simulators, sales dashboards, leaderboards, and more. Beta test before anyone else.

How It Works

How Core Membership Works

Members do not just watch videos. They work through a structured system built for contractors, get in the room at live events, track deals on the diamond, and get coached on real trade scenarios every week.

1

Know Your Baseline

Start with the OMG Sales Assessment. It gives you objective data on Will to Sell, Sales DNA, and 10 tactical competencies. No guessing where you are weak. The lowest score becomes your first growth target.

2

Build the Operating System

Work through 10 structured courses with 545 modules built around roofing, HVAC, plumbing, electrical, and contracting scenarios. Each phase has quizzes. Every example is from the trades, not generic B2B theory.

3

Get Coached Weekly

Join weekly live coaching calls on separate tracks: residential reps, commercial reps, and sales leaders. Recordings post inside the relevant modules. Real deal reviews, real contractor situations, no filler.

4

Run the Tools in the Field

Use 30+ proprietary worksheets, scripts, and playbooks to implement in the field. The Milestone Tracking Sheet, Closing and Objection Playbook, and Quantifying the Problem Worksheet go to work on your next deal.

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The Curriculum

Every Course, Framework, and Tool — Included

Every course, framework, and tool in your Core Membership was built around contractor-specific scenarios. Not adapted from corporate theory. Built from scratch for roofing, HVAC, plumbing, electrical, and the rest of the trades.

Baseball diamond diagram showing the STG Baseline Selling sales process stages
Baseline Selling System

Baseline Selling System

The baseball diamond is not a metaphor for motivation. It is a tracking system for every deal in your pipeline. First base is the appointment. Second base is a qualified prospect with pain identified, decision process understood, and cost quantified. Third is the proposal. Home is the close.

Every deal gets a position on the diamond. No more gut-feel pipeline reports. Your team knows exactly where each deal stands, and you can coach to a specific base instead of asking how a call went.
Each milestone must be earned before the deal advances. The critical gate before second base is quantifying the cost of the problem. Not price. Not scope. The cost of doing nothing. That is what moves deals.
Baseline Selling Sales Script, Milestone Tracking Sheet, Pipeline Management Worksheet, and the Pre-Call Planning Worksheet are all included. Download, use on the next call, track the result.
Sales DNA framework showing the six core operating system categories for contractor salespeople
Sales DNA and Will to Sell

Sales DNA and Will to Sell

Skills are like apps on a phone. If the operating system is outdated, the apps crash. Sales DNA is the OS. Six categories determine whether a rep can actually execute under pressure, handle money conversations, and stay present when a prospect pushes back.

Does Not Need Approval. Stays in the Moment. Supportive Buy Cycle. Comfortable Discussing Money. Supportive Beliefs. Each one is measurable via the OMG Assessment. Your lowest score is your growth lever.
Three drivers: Desire, Commitment, and Outlook. How you view yourself, your trade, and the company on your chest determines how you perform under pressure. The OMG Assessment scores all three so you know exactly where to focus.
Belief: Prospects are honest. Result: you take answers at face value, skip follow-up questions, and end up in bid-and-pray. The course replaces that belief with a specific, provable alternative and gives you the Identity Reflection Worksheet to track the shift.
Contractor sales rep using the STG residential sales accelerator framework during an in-home appointment
Residential Sales Accelerator

Residential Sales Accelerator

Structured phases for residential sales reps in roofing, HVAC, plumbing, electrical, and remodeling. Feel the Pain discovery, the Honey Hole prospecting method, the Inoffensive Close, and 30+ scripts and worksheets purpose-built for in-home and follow-up selling.

Your job is not to fix it yet. Label it, expand it, quantify it. Estimating is the cost to do the job. Selling is the cost of not doing it right. This framework is taught in Phase 3 and runs through every qualifying conversation.
Stop spreading prospecting effort across every lead source. The Honey Hole Method identifies the concentrated areas where your ideal clients are most accessible. Taught in Phase 3 with a full resource guide and the Maximize Leads worksheet.
The Inoffensive Close removes the slimy-closer feeling that makes contractors avoid asking for the business. By the time you close, the prospect has already mentally committed. The close confirms the decision, not forces it.
Commercial contractor sales rep using STG frameworks to sell to a property manager
Commercial Sales Accelerator

Commercial Sales Accelerator

Seven structured phases for commercial reps selling to property managers, facility directors, and C-level decision makers. Equal Business Stature, ADM account development meetings, Polarity, Compelling Reasons, and Quantifying the Problem are all covered in full.

You are not a vendor begging for work. You are a consultant with a solution they need. Phase 7 teaches how to hold your position, ask tough questions, and maintain authority in rooms with multiple stakeholders and executives.
Proactive account development meetings prevent the reactive vendor trap. Instead of waiting for a call when something breaks, your reps schedule recurring conversations that grow wallet share and deepen relationships. ADM Cheat Sheet included.
Labor inefficiency costs, rework expenses, vehicle downtime, executive pressure, safety liability. When the cost of inaction is mathematically and emotionally obvious, the prospect sells themselves. Quantifying the Problem Worksheet walks you through the conversation.
Sales leader in STG Boardroom coaching session with Ryan Groth reviewing team performance frameworks
Sales Leader and Boardroom Tracks

Sales Leader and Boardroom Tracks

Separate coaching tracks for sales managers and company leadership. Weekly live calls cover team performance, pipeline reviews, and hiring. Monthly Boardroom calls with Ryan Groth are reserved for C-suite members only, covering the 6 Daily Standards, Theory of Constraints, and the Achievement Roadmap.

Six specific standards that a sales manager must execute consistently every day. Not motivational principles. Executable standards. Taught directly by Ryan in the Boardroom program. The difference between reactive management and a predictable sales operation.
Phase 2 of both the Sales Leader and Commercial Sales Leader Accelerators covers the Level 5 Leader framework. Builds what STG calls the Clubhouse Environment, a high-performing team culture. Paired with the Team Kick-Off Optimization Checklist for immediate application.
Instead of trying to fix everything at once, find the single bottleneck choking your sales organization and remove it. Boardroom-level content taught by Ryan. Keeps leadership energy focused on the highest-leverage change instead of scattered improvement efforts.
STG member resource library showing downloadable worksheets, scripts, and sales playbooks for contractors
Resource Library and Assessment Tools

Resource Library and Assessment Tools

More than 30 proprietary worksheets, scripts, playbooks, and pinups are included with your membership. The OMG Sales Assessment provides objective data on every rep across Will to Sell, Sales DNA, and 10 tactical competencies. Your lowest score tells you exactly where to start.

Closing and Objection Playbook, Baseline Selling Sales Script, CSR Inbound Call Script, Agenda Setting Script, Positioning Statement template, Cold Call Script. These are not generic templates. Every script is built around contractor-specific scenarios.
The OMG Assessment is a third-party evaluation tool that scores each rep across Will to Sell, Sales DNA, and 10 tactical competencies. The Elite Sales Competency Mastery course is built entirely on this data. No guesswork. Measurable baselines, tracked improvement.
Weekly coaching call recordings are posted directly in relevant course modules on Skool. Fleet account management, door-to-door roofing, commercial property manager sales, HVAC comfort system upgrades. Real contractor situations, not hypothetical examples from other industries.

Real Contractors. Real Numbers.

900+ companies have worked with STG since 2018. Here is what structured sales looks like in the trades.

591+ Active STG Members

Contractors from roofing, HVAC, plumbing, electrical, and more are inside the Skool community right now. Sharing wins, asking real questions, and holding each other accountable.

900+ Companies Served Across North America

since 2018, STG has helped contractors in 12+ trades build sales teams that run on process, not personality. Every example, script, and framework is built for the trades. Nothing generic.

545 Modules Across 10 Courses

From the Baseline Selling foundation to commercial qualifying to leadership systems, every phase is structured, sequenced, and built so your team can actually implement it.

30+ Proprietary Tools and Resources

Scripts, worksheets, playbooks, and pinups built for contractor sales. The Closing and Objection Playbook, Milestone Tracking Sheet, Compelling Reasons Worksheet, and more. Ready to use on Monday.

See What Members Are Saying
Google 4.9 ★★★★★ 249 reviews

What Contractors Say

Real Google reviews from contractors who've transformed their sales teams with STG

★★★★★

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2026–2027 Member Event Calendar

Nine Live Events. One Full Year. All Included.

9 live regional events across a full year. Commercial and Residential tracks running in parallel. Intimate — roughly 20 attendees per event — so the peer learning actually happens.

CommercialJune 25–26, 2026

Commercial Kickoff — Mid-Year Momentum

ResidentialAugust 6–7, 2026

Residential Deep-Dive — Summer Pipeline

CommercialSeptember 17–18, 2026

Commercial — Q4 Prep & Strategy

ResidentialNovember 5–6, 2026

Residential — Closing Strong & Q1 Planning

All MembersDecember 10–11, 2026

Year-End Celebration & 2027 Goal Setting

CommercialJanuary 28–29, 2027

Commercial — New Year Launch

ResidentialMarch 11–12, 2027

Residential — Spring Market Readiness

CommercialApril 29–30, 2027

Commercial — Mid-Year Accelerator

ResidentialJune 10–11, 2027

Residential — Summer Growth Sprint

Core Membership Pricing

One membership, priced by team size. Every tier includes all 9 live events, the full course library, every group coaching call, and tech tool access. Lifetime customers get 50% off. Active Core members keep their current pricing — the upgrade is included.

Core — 1 to 5 Users

$750 per month · Lifetime customers $375/mo (50% off)

Everything in Core Membership for a focused team of up to 5. Send one person or split seats across events and tracks.

  • Unlimited access to all 9 live regional events
  • Every course in the full STG library
  • Every group coaching call, Commercial and Residential
  • Early access to every tool STG builds
  • 30+ proprietary worksheets, scripts, and playbooks
  • Up to 5 users
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Most Popular

Core — 6 to 12 Users

$1,800 per month · Lifetime customers $900/mo (50% off)

The full Core Membership for a growing sales org. Bring your whole team into events, coaching, and the library.

  • Everything in Core
  • Unlimited access to all 9 live regional events
  • Separate coaching tracks for reps and leaders
  • Full course library for every seat
  • Early access to every tool STG builds
  • 6 to 12 users
Become a Member

Core — 13+ Users

$2,100 per month · Lifetime customers $1,050/mo (50% off)

Core Membership for larger sales organizations. Everything included, scaled across your whole team.

  • Everything in Core
  • Unlimited event access for 13+ team members
  • Full course library and all group coaching calls
  • Early access to every tool STG builds
  • Priority support for your sales leaders
  • 13 or more users
Talk to Ryan
STG members collaborating at a live event and in the community
591+ Members Strong

10 courses. 545 modules. Weekly live coaching. All built for contractors.

Ready to Stop Winging It?

Join 591+ contractors who are building real sales systems, not just hoping for better months.

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Your Questions, Answered Straight

No sales pitch. Just honest answers to what contractors actually ask before joining.

This is contractor-only. Every example, script, and role play comes from the trades. We cover roofing, HVAC, plumbing, electrical, general contracting, painting, and more. Both residential and commercial.

  • Every framework uses contractor-specific scenarios. No generic B2B theory adapted for construction.
  • Coaching recordings cover real situations: fleet accounts, door-to-door roofing, commercial property managers, HVAC upgrades.

When you join, you get the full Skool platform with 10 structured courses and 545 modules. Weekly coaching call recordings for residential reps, commercial reps, and sales leaders are posted inside the relevant course tracks.

  • 30+ proprietary worksheets, scripts, playbooks, and tools. Closing scripts, objection handling, pipeline tracking, and more.
  • A live community of 591+ contractor owners and sales managers sharing wins, asking questions, and holding each other accountable.

Most training gives you information and leaves you to figure it out. STG gives you a complete operating system with ongoing accountability. The Baseline Selling methodology tracks every deal by position on the diamond, so nothing falls through the cracks.

  • Weekly live coaching calls keep you moving. Recordings are there when you need to revisit a specific situation.
  • Structured phases with quizzes and checklists make progress measurable. You know exactly where you stand.

The courses are self-paced, so you control the schedule. Most members start with one or two modules per week alongside the live coaching calls. You do not need to block out full days.

  • Coaching call recordings mean you never miss a session. Watch them when your schedule allows.
  • The more consistently you engage, the faster you see results. This is not a passive program. It requires real effort.

Core Membership is built for both. There are separate coaching tracks for residential sales reps, commercial sales reps, and sales leaders. The OMG Assessment gives each person objective data on where their specific gaps are.

  • Sales reps get the Baseline Selling process, discovery frameworks, and closing methodology specific to their track.
  • Sales leaders get pipeline management, team coaching tools, and the Six Daily Standards framework for driving consistent team performance.

That is a fair question. Not every contractor is at the right stage for this program. We are honest about that. If you apply and we do not think the timing is right, we will tell you.

  • Core Membership is the foundation. If your needs require deeper implementation, there are higher-tier options including private consulting and fractional sales leadership.
  • 900+ companies have made this work since 2018. The methodology is proven. The work is real. The results depend on how seriously you show up.

Your Year of Growth Starts Here

You came here because winging it is not a growth plan. Live events, weekly coaching across Commercial and Residential, the full course library, and a room full of contractors doing the work are all part of Core Membership. Grab 15 minutes with Ryan and we'll map the right fit for your team.

  • Unlimited access to all 9 live regional events
  • Every course in the library, built for contractors only
  • Every group coaching call, Commercial and Residential
  • Early access to every tool STG builds
Book 15 Minutes With Ryan