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Contractor Companies Trained
Across 12+ Trades since 2018
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Active Members
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Course Modules
How STG Works

A Sales Operating System Built for the Trades

Your submission started something real. Here is what the STG system actually looks like, from first assessment to a sales team that runs without you holding it together.

1

Assess the Baseline

Before any training begins, we use the OMG Sales Assessment to get objective data on every rep and leader. Will to Sell, Sales DNA, and 10 tactical competencies, all measured. No guessing about who needs what. Your lowest scores become your first growth targets.

2

Install the Process

The Baseline Selling methodology maps every deal on a baseball diamond. First base is the appointment. Second base is where you qualify pain, understand the decision process, and quantify the cost of inaction. Third base is the proposal. Home is the close. Every rep knows exactly where every deal stands, every day.

3

Build Through Coaching

Weekly live coaching calls run separate tracks for residential reps, commercial reps, and sales leaders. Boardroom calls give your leadership team direct access to Ryan Groth monthly. All sessions are recorded. You build skill through repetition and accountability, not one-time workshops that fade.

4

We Implement With You

For contractors who want full implementation, Platinum Fractional Sales Leadership means STG manages your sales team alongside you. Two-day Sales Launch Workshops build your infrastructure on-site. 30+ proprietary tools, scripts, and worksheets put the system in your reps hands immediately. 900+ companies across 12 trades have made this transition.

How the System Actually Works

Six Pillars of the STG Sales Operating System

Not a seminar. Not a one-time workshop. A structured system built around how contractors actually sell, with every component working together.

Baseball diamond sales process diagram showing four bases of the contractor sales journey
Baseline Selling Methodology

Baseline Selling Methodology

The baseball diamond framework that tracks every deal by position, so you always know where you stand and what move comes next.

Home plate is your starting point. First base is the appointment. Second base means pain is identified, the decision process is understood, and the cost is quantified. Third base is your proposal. Home is the closed deal. Every rep tracks every deal by position, every day.
Each milestone must be achieved before the deal advances. No skipping bases. This prevents the quote-and-pray cycle by ensuring both you and the prospect are aligned at every step before a proposal ever goes out.
Your job before second base is not to fix anything. Label the pain, expand it, quantify it. Estimating is the cost to do the job. Selling is the cost of not doing it right. The Quantifying the Problem Worksheet makes this concrete.
Sales DNA framework showing internal operating system categories for contractor sales professionals
Sales DNA and Will to Sell

Sales DNA and Will to Sell

Skills are apps. Sales DNA is the operating system. Until you upgrade the OS, no technique sticks. This is where lasting change actually begins.

Sales DNA covers six internal categories: not needing approval, staying present, having a supportive buy cycle, being comfortable discussing money, holding supportive beliefs, and maintaining equal business stature with any prospect, including C-level decision makers.
Three drivers: Desire (do you truly want to win?), Commitment (are you willing to do what it takes?), Outlook (how you see yourself, your market, and the brand you represent). Your OMG score shows your weakest driver. That becomes your first growth lever.
The belief that prospects are honest causes reps to take answers at face value and skip follow-up questions. The replacement: prospects are guarded and need your help getting the truth on the table before a proposal. Every limiting belief has a direct replacement built into the curriculum.
OMG Sales Assessment results showing Will to Sell, Sales DNA, and tactical competency scores for contractor sales teams
OMG Sales Assessment

OMG Sales Assessment

Objective data on every rep and every leader. Eliminates the guesswork from coaching by showing exactly where performance breaks down.

The OMG Assessment evaluates Will to Sell, all six Sales DNA categories, and ten tactical competencies. It is a third-party tool, not an STG product. That objectivity matters. The data is your baseline. Your lowest scores become your priority development areas.
The Elite Sales Competency Mastery course is built entirely around OMG results. Coaches use assessment data to direct every rep toward their highest-leverage improvement. You are not working on everything at once. You are fixing the specific thing most limiting your performance.
Assessment results provide measurable starting points. As the program progresses, score changes show whether the internal work is landing. Sales managers can coach to specific measurable gaps, not feelings about how a call went.
STG coaching tracks for residential reps, commercial reps, and sales leaders in roofing HVAC plumbing and electrical
Contractor-Only Coaching Tracks

Contractor-Only Coaching Tracks

Every script, role play, and framework uses real contractor scenarios. Roofing, HVAC, plumbing, electrical, and more. Nothing adapted from generic B2B theory.

Built for residential sales reps in roofing, HVAC, plumbing, electrical, painting, and remodeling. Weekly live coaching calls with recorded sessions available. Covers Honey Hole prospecting, Baseline Selling for in-home appointments, and the full PTB motivation framework.
Separate tracks for commercial reps and commercial sales leaders. Covers fleet account management, property manager sales, ADM proactive account visits, Compelling Reasons qualification, and Equal Business Stature for C-suite selling. Real recordings from actual contractor situations.
The Boardroom program is for C-suite and leadership only. Sales reps are not allowed in. Monthly calls with Ryan Groth cover the 6 Daily Standards, Achievement Roadmap, Theory of Constraints, and Level 5 Leadership applied to contractor sales organizations.
STG sales tools including worksheets scripts and playbooks for contractor sales teams
30+ Proprietary Tools and Resources

30+ Proprietary Tools and Resources

Worksheets, scripts, playbooks, and pinups that go to work the same day you download them. Not theory. Implementation materials.

Closing and Objection Playbook, Baseline Selling Sales Script, CSR Inbound Call Script, Agenda Setting Script, Cold Call Script, Positioning Statement template, and Objection Handling Scripts. Built for contractors. Not borrowed from another industry.
PTB Personal Transformation Blueprint, Pre-Call Planning Worksheet, Identity Reflection Worksheet, Decision Process Questions, Pipeline Management Worksheet, Compelling Reasons Worksheet, Quantifying the Problem Worksheet, and Milestone Tracking Sheet. Each one tied directly to a phase in the curriculum.
Old Way New Way Pinup for the Metanoia mindset shift, SOB Quality Pinup for competitive differentiation, Polarity Pinup for commercial qualifying, ADM Cheat Sheet for account management, and the Honey Hole Method resource guide for prospecting. Posted in the Skool community library.
Ryan Groth leading on-site sales launch workshop with contractor sales team
Fractional and On-Site Implementation

Fractional and On-Site Implementation

For contractors who need more than training. STG can manage your sales team directly, build your infrastructure on-site, or consult one-on-one at the ownership level.

STG manages your sales team as if it were their own. Platinum Fractional Sales Leadership is the highest-engagement tier, for contractors who want the system implemented and run by people who have done it before. Not coaching from a distance. Hands-on management.
Two days on-site to build the sales infrastructure from the ground up. Process documentation, CRM setup, team training, and milestone tracking systems installed before STG leaves. The Sales Launch Workshop creates a foundation the team can execute against immediately.
One-on-one access to Ryan Groth for contractors at the $5M and above level. Direct coaching at the owner and executive level on sales strategy, team structure, and growth constraints. This is not a group call. It is a direct advisory relationship built around your specific situation.

You Made the Right Call. Now Take the Next One.

Your submission is in. The next step is simple: join the contractors who stopped winging it and started running a real sales system. No fluff, no generic theory. Just a proven process built for your trade.

  • Contractor-exclusive methodology. Every script, framework, and example is built for the trades.
  • 900+ companies trained across roofing, HVAC, plumbing, electrical, and more since 2018.
  • We implement with you, not just train you. Weekly coaching, fractional leadership, and real accountability.
  • 591+ active members in STG Academy. You are not doing this alone.