Contractor Sales Conversations

STG Podcasts

Sales training for contractors, on demand.

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STG Podcasts for contractor sales
The STG Podcast

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Conversations with Ryan Groth and contractor sales leaders on building a predictable sales operating system. Pick an episode below and press play. Meet NETIC: The AI Engine Powering Growth for Contractors and Service Companies. From $6M to $32M in Commercial Roofing Sales with Cody Russell and Ryan Groth.

Two Podcasts, One Mission: Transform Your Sales

Three pillars that turn unpredictable contractor sales into a measurable, coachable process.

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

Home to home. Every deal tracked by position.

Every deal lives on a diamond. First base is the appointment. Second base is a qualified prospect where you have identified pain, understood the decision process, and quantified the cost of inaction. Third base is the proposal. Home is the closed deal. No one advances without hitting the prior milestone. That discipline is what makes pipeline data trustworthy and coaching conversations specific instead of vague.

  • Milestone-Centric tracking so every rep and manager sees exactly where each deal stands
  • Feel the Pain discovery framework to uncover, expand, and quantify the cost of inaction before any proposal
  • The Inoffensive Close, which works because all qualifying is done before you ask for the business
See How It Works
Sales DNA assessment framework showing the internal operating system of a contractor salesperson
Sales DNA Framework

Upgrade the OS before you install new apps.

The OMG Assessment gives objective data on three areas: Will to Sell, which covers Desire, Commitment, and Outlook; Sales DNA across six categories including Approval Need, Money Comfort, and Supportive Beliefs; and ten tactical competencies. The lowest-scoring area becomes the first growth lever. Contractors trained on scripts while carrying limiting beliefs will revert to old habits. We fix what is underneath before layering on technique.

  • OMG Assessment baseline for every rep and leader, objective data not opinion
  • Limiting Beliefs framework to replace self-sabotaging patterns with supportive ones built for contractors
  • Will to Sell alignment work covering Desire, Commitment, and how reps view themselves and their trade
Start With the Assessment
STG Academy coaching tiers from online courses to fractional sales leadership
STG Coaching Structure

900+ companies. 12+ trades. One methodology.

STG runs five delivery tracks simultaneously. Online courses on Skool give 591 active members 10 structured programs and 545 modules on their schedule. Weekly live coaching calls run separate tracks for residential reps, commercial reps, and sales leaders. Monthly Boardroom calls connect Ryan directly with C-Suite members on leadership operating systems, the Theory of Constraints, and the 6 Daily Standards. Private consulting serves contractors at the $5M and above level. Platinum Fractional Sales Leadership means STG manages your sales team alongside you.

  • Weekly live coaching separated by role, so reps and leaders are never in the same room getting the wrong content
  • Boardroom C-Suite calls with Ryan on leadership frameworks not available to reps, including the 6 Daily Standards
  • Platinum Fractional Sales Leadership for contractors ready to have STG manage the sales team directly
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