Sales Training for Contractors

Contractor Sales Training Programs Nationwide

Sales training, coaching, and fractional sales leadership exclusively for construction and trades companies.

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★★★★★ 4.9 from 200+ reviews
Ryan Groth coaching contractor sales teams
Your Transformation Roadmap

The Path to Predictable Revenue

Most contractor sales teams operate without structure. We help you build the systems, processes, and accountability that transform inconsistent results into predictable growth.

1

Assess

Identify gaps in your current sales process, team structure, and infrastructure.

2

Build

Implement proven Baseline Selling methodology and structured processes.

3

Train

Develop your team with coaching, accountability, and skill reinforcement.

4

Scale

Achieve predictable revenue with systems that run without you.

Start Your Journey

Which Program Is Right For You?

Generic sales training was built for someone else. This was built for the trades.

Other Training

What You've Tried Before

Built for retail, insurance, or corporate sales. Translated poorly for contractors.

  • Generic scripts that don't fit roofing, HVAC, or contracting conversations
  • One-day seminars with no follow-through or implementation support
  • Tactics without a system. No milestone tracking, no pipeline structure
  • Trainers who have never run a job, managed a crew, or closed a reroof
  • You're left to figure out implementation on your own after the event
Sales Transformation Group

Built for the Trades, Implemented With You

Ryan built and sold a roofing company. The methodology came from the field, not a whiteboard.

  • Baseline Selling built on a baseball-diamond framework contractors actually remember and use
  • Weekly live coaching calls keep you accountable and moving through 36 milestones
  • Sales DNA assessment identifies exactly where your reps are leaking deals
  • Programs for owners, reps, and sales leaders. Everyone in your org has a path
  • Platinum Fractional option: we manage your sales team alongside you, not just train them

See the Full Program Lineup

From the Skool community and free courses to Boardroom coaching and on-site workshops. Every tier is listed below.

Browse All Programs Take the Free Assessment

Three Paths Into the System

Whether you sell, manage a team, or run the whole operation, there is a program built for exactly where you are right now.

Contractor reviewing Baseline Selling phases on a coaching call
Sales Accelerator Programs

Weekly coaching keeps reps accountable between phases.

Residential and Commercial Sales Accelerators

Structured training built on the Baseline Selling framework. Seven phases for residential, six for commercial. Each phase builds on the last: Sales DNA, appointment execution, prospecting, milestone-centric pipeline, and closing. Weekly live coaching calls are included so you apply what you learn in real deals, not just watch videos.

  • Sales DNA assessment using the OMG Evaluation so you know your actual starting point
  • Phase-by-phase quizzes and role plays tied to real contractor sales scenarios
  • 20+ recorded coaching calls with live role plays you can revisit anytime
See the Accelerator Programs
Sales manager running a team coaching session with Clubhouse framework
Sales Leader Accelerator

Built for owners and managers who were never taught how to lead.

Sales Leader Accelerator and Platinum Fractional

Most sales managers in the trades got promoted because they could sell, not because they knew how to lead a team. These programs fix that gap. Eight phases cover Clubhouse Environment, ATTMO coaching, ride-alongs, scorecards, and recruiting. Platinum Fractional goes further: STG manages your team alongside you, running meetings, tracking pipeline, and driving daily accountability as if we were on your payroll.

  • Nine coaching checklists and role-play scenarios for developing your reps
  • Standards and accountability frameworks so performance is measurable, not guesswork
  • Platinum option gives you a fractional sales leader without the full-time VP cost
Explore Sales Leadership Programs
Executive contractor team in a Boardroom strategy session with Ryan Groth
Boardroom C-Suite Coaching

Direct access to Ryan at the leadership level, not the rep level.

Boardroom C-Suite Coaching and Sales Launch Workshop

The Boardroom is monthly direct access to Ryan for leadership teams only. No reps in the room. Sessions cover the Achievement Roadmap, Theory of Constraints, Level 5 Leadership, and executive-level decisions that move the whole company forward. The Sales Launch Workshop is a two-day on-site build where we install your full sales infrastructure and get your team running the system before we leave.

  • Monthly recorded Boardroom sessions on strategy, constraints, and executive leadership
  • Two-day on-site workshop builds your sales infrastructure from scratch
  • Private consulting available for $5M-plus contractors needing a custom engagement
Learn About Executive Programs
Book Your Spot

Pick the Program That Fits Where You Are Right Now

Start with the free Baseline Selling course, or jump straight into the Accelerator. Either way, you get a real methodology built for contractors, not a generic playbook from someone who has never been on a roof.

Google 4.9 ★★★★★ 249 reviews

What Our Clients Say

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

★★★★★

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Ryan Groth coaching a contractor sales team
Built for the Trades

Every framework, every call, every rep checklist was built specifically for contractors. Not adapted. Built.

Not Sure Where to Start?

Tell us where you are. We'll point you to the right program and be straight with you if it's not a fit yet.

Schedule Consultation

Questions We Hear Every Week

Straight answers about what we do, who it's for, and how it works.

Most training gives you concepts and leaves you to figure out application. We don't do that. We implement with you through weekly live coaching, role plays, and accountability checkpoints built into the program.

  • Weekly coaching calls keep you applying what you learn in the field, not just in a notebook.
  • The methodology is built for contractors specifically. No translating generic sales theory to the trades.

Residential and commercial sales are different games. Different cycles, different stakeholders, different prospecting approaches. Each track covers the frameworks that match your actual selling environment.

  • Residential focuses on in-home appointments, D2D, referrals, and closing same-day or short-cycle deals.
  • Commercial covers target account lists, multi-stakeholder decisions, fleet accounts, and longer bid cycles.

No. Most of our members are owners doing $1M to $50M who are still the primary closer or are building a team. The Boardroom and Platinum Fractional programs exist specifically for leaders at that stage.

  • The Sales Builder program is a 36-milestone journey designed for owners transforming their entire sales operation.
  • Boardroom gives C-Suite leaders direct monthly access to Ryan on strategy, constraints, and leadership decisions.

We'll be straight with you: this requires real commitment. Weekly coaching calls, field application, and rep accountability all take time. Contractors who get results treat this like an operating system, not a seminar.

  • Most members invest 2 to 4 hours per week between calls, role plays, and applying frameworks in the field.
  • Sales transformation takes months, not weeks. The 12-month Sales Builder program reflects that reality honestly.

There are two paths here. The Sales Leader Accelerator and Commercial Sales Leader Accelerator train you to coach and manage your team. Platinum Fractional is for contractors who want STG to actively manage the team alongside them.

  • The Sales Leader programs cover ride-alongs, 1-on-1 coaching, scorecards, recruiting, and building a Clubhouse Environment.
  • Platinum Fractional gives you a fractional sales manager without the cost of a full-time VP of Sales hire.

Yes. The methodology works across roofing, HVAC, plumbing, electrical, painting, outdoor living, landscaping, and general contracting. The Sales DNA framework and Baseline Selling process apply to any trade with an in-home or commercial appointment.

  • Members from HVAC, painting, fencing, and remodeling run the same Baseline Selling process as roofing contractors.
  • The Roof Warrior program is the one trade-specific exception, built for roofing salespeople who need technical product knowledge.