Contractor Sales Training

Free Sales Training Webinars

Recorded workshops and live training events for contractor sales teams.

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Live & On-Demand
Webinars Built for the Trades
Roofing · HVAC · Plumbing · Electrical · GC
FEATURED SESSION
Feel the Pain: Why Your Reps Keep Losing at the Proposal
ON DEMAND
Baseline Selling: Running the Diamond in Commercial Sales
900+ companies trained across North America
Webinars & Training Events

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Register below to get access to our live and on-demand webinars — real sales training for contractors building retail and commercial revenue. We'll send you the schedule and the replays.

Free to join. New sessions added regularly.

What You'll Learn

Upcoming Live Webinars & Training Events

Every session is built around real contractor scenarios. No generic sales theory. No fluff. Just the specific frameworks, scripts, and processes that work in the trades.

Contractor sales team reviewing the Baseline Selling baseball diamond framework
Baseline Selling for the Trades

Baseline Selling for the Trades

The baseball diamond isn't a metaphor. It's how you run every deal. First base is the appointment. Second base is a fully qualified prospect with pain identified, decision process mapped, and cost of inaction quantified. Third base is your proposal. Home is the close.

Baseline Selling maps every deal to a position on the diamond. You always know where you are. You always know what the next move is. No more gut-feel pipeline management or deals that disappear after a proposal.
Each milestone must be earned before advancing. Pain labeled. Decision process confirmed. Cost of inaction quantified. You do not pitch until it is mathematically and emotionally obvious that staying put costs more than hiring you.
Residential and commercial reps in roofing, HVAC, plumbing, electrical, and general contracting. If you are currently in bid-and-pray mode, this is your first base.
Ryan Groth coaching contractors on Sales DNA and internal mindset frameworks
Sales DNA and the Mindset OS

Sales DNA and the Mindset OS

Your Sales DNA is the operating system underneath every skill you have. You can learn every closing technique and still lose deals. If the OS is broken, the apps do not run. These webinars go directly after the six internal drivers that make or break sales performance.

Need for approval. Staying present. Buy cycle alignment. Comfort discussing money. Supportive beliefs. Emotional control under pressure. Each driver is measurable via the OMG Assessment and each one directly affects how you sell.
A belief like 'prospects are honest' sounds reasonable. It causes reps to accept surface answers, skip follow-up questions, and get shopped on price. Replacing one belief changes dozens of downstream behaviors.
Desire, Commitment, and Outlook are the three drivers of Will to Sell. Your OMG score shows exactly which one is holding you back. That score is your starting point, not your identity.
Contractor sales rep using Feel the Pain discovery framework during a client meeting
Discovery and Qualifying: Feel the Pain

Discovery and Qualifying: Feel the Pain

Most contractors pitch too early. They hear a problem and reach for a solution before the prospect has felt the full weight of staying stuck. These webinars teach the discovery process that makes your proposal a confirmation, not a pitch.

Your job is not to fix it yet. Your job is to label it, expand it, and quantify it. Estimating is the cost to do the job. Selling is the cost of not doing it right. Until the prospect feels both sides of that equation, you are just quoting.
Put real numbers to inaction. Labor inefficiency costs. Repeat repair expenses. Lost revenue per day of downtime. Executive stress and liability exposure. When those numbers land, the prospect sells themselves on your solution.
Surface reasons like 'we need a new roof' do not drive action. The Compelling Reasons framework uncovers the business, financial, and personal stakes that make change urgent. Without them, deals stall in your pipeline indefinitely.
Contractor closing a commercial deal using the Inoffensive Close framework
Closing Without Pressure

Closing Without Pressure

The Inoffensive Close is not a techniques. It is the natural result of doing every prior step correctly. When pain is quantified, the decision process is mapped, and compelling reasons are on the table, closing is a confirmation, not a confrontation.

By the time you reach the close, the prospect has already decided mentally. You are confirming a decision they made themselves. This eliminates the pressure dynamic that makes most contractors uncomfortable with asking for business.
The Closing and Objection Playbook covers the specific objections contractors hear in roofing, HVAC, plumbing, and commercial service calls. Scripts are real, field-tested, and trade-specific. Not adapted from generic B2B sales.
You are not a vendor begging for work. You are an expert consultant bringing value to the conversation. Equal Business Stature means asking tough questions, holding your position, and treating the prospect as a peer, not a gatekeeper.
Commercial HVAC sales rep presenting to a facilities director using STG frameworks
Commercial Sales: Fleet, PM, and Multi-Stakeholder Deals

Commercial Sales: Fleet, PM, and Multi-Stakeholder Deals

Commercial sales in the trades is its own discipline. Selling to a property manager, a fleet director, or a facilities VP is different from residential. These webinars cover the specific frameworks STG built for commercial contractor sales.

Account Development Meetings are proactive, structured touchpoints with existing commercial accounts. They prevent the reactive vendor trap where you only get called for emergencies. ADM expands wallet share and deepens relationships systematically.
Before a prospect moves to you, they are leaving something behind. Understanding what they are firing, the specific frustrations and failures with their current vendor, creates the contrast that makes your proposal the obvious choice.
Generic differentiation does not work in commercial sales. SOB Quality forces you to identify your specific, provable advantages over competitors. Not claims. Proof. Used when handling competitive objections and positioning multi-stakeholder proposals.
Contractor sales leader running a team pipeline review using STG milestone-centric tracking
Sales Leadership and Team Building

Sales Leadership and Team Building

Building a sales team that performs without you in every deal is a different skill than selling yourself. These webinars address the operating system for sales leaders in contracting companies, from the 6 Daily Standards to Boardroom-level strategy.

Coaching conversations stop being vague when every deal has a position on the diamond. The Milestone Tracking Sheet gives managers a measurable baseline. You coach to specific milestones, not feelings about how a call went.
The 6 Daily Standards are a structured framework for sales leaders. Executed consistently, they make team performance predictable rather than reactive. This is Boardroom-level content taught directly by Ryan Groth in the C-Suite coaching program.
Building a Clubhouse Environment, a high-performing team culture in contracting, requires a specific leadership approach. The Level 5 Leadership framework plus the Team Kick-Off Optimization Checklist gives you the practical tools to build it.

On-Demand Training Library

Pick the format that fits where you are right now. Every track is built exclusively for contractors.

Ryan Groth leading a live contractor sales webinar
Live Webinar Training

Free live sessions. Contractor-specific content. No filler.

Our free webinars cover the Baseline Selling methodology, Sales DNA fundamentals, and common sales breakdowns specific to roofing, HVAC, plumbing, and other trades. Each session uses real contractor scenarios. Not adapted corporate theory. You will learn what first base, second base, and third base mean for your sales process, and why most deals stall before a proposal is ever written.

  • Baseline Selling framework applied to contractor-specific deal types
  • Live Q and A with Ryan Groth and the STG coaching team
  • Recordings available after each session for replay on your schedule
See Upcoming Webinars
STG Academy course library inside the Skool platform
STG Academy on Skool

591 members. 10 courses. Weekly live coaching by role.

STG Academy is where the real work happens. The Residential Sales Accelerator and Commercial Sales Accelerator walk you through every phase of the Milestone-Centric Sales Process. Each phase includes quizzes, downloadable worksheets, and coaching recordings from real contractor situations. Separate weekly live call tracks cover residential reps, commercial reps, and sales leaders. Over 591 active members are inside right now, sharing wins and working the same frameworks you will use.

  • 10 courses covering residential, commercial, and leadership tracks
  • 30-plus proprietary worksheets, scripts, and playbooks included
  • Weekly live coaching calls with separate tracks by role and market type
Explore STG Academy
Ryan Groth in a Boardroom coaching session with contractor sales leaders
Boardroom and Private Consulting

C-Suite level coaching. Direct access to Ryan. Built for leaders, not reps.

The Boardroom program is monthly C-Suite coaching with Ryan Groth directly. Sales reps are not allowed. This is for owners and sales leaders who need to operate at a different level, covering frameworks like the 6 Daily Standards, Theory of Constraints, and Achievement Roadmap. Private Consulting is one-on-one for contractors at five million or above in revenue. Platinum Fractional Sales Leadership goes further. STG manages your sales team as if it were our own.

  • Monthly Boardroom calls with Ryan Groth for owners and sales leaders only
  • Private one-on-one consulting for contractors doing five million or more
  • Platinum Fractional Sales Leadership where STG runs your sales team alongside you
Learn About Private Consulting