Pro: Sales-Aligned Website System
For independent safe dealers who treat their website as part of how they sell.
Pro is the standard TSG relationship. It builds your website around the same logic that strong in-store conversations already follow, so customers researching online learn from your expertise before they ever contact your store. Most TSG dealers operate at this level long-term. Charter exists for a small group of partners who want deeper strategic involvement, but Pro is where most of the work gets done.
Pro is built for dealers who already know digital matters
You don't need to be convinced that customers research safes online before they contact your store. You see it every day. Customers walk in quoting fire ratings they read somewhere, comparing safes by features that don't actually affect protection, and asking about products they found on a competitor's site.
The question isn't whether the internet shapes how customers think about safes. It does. The question is whose explanation they're learning from before the conversation starts. Pro exists for dealers who want that explanation to come from their store.
What Pro Includes
Pro is a complete Dealer Authority System implementation. Everything you need to make your website function as a serious part of your sales process is built in, with no add-on fees for the capabilities most dealers actually use.
Full TSG Dealer Authority System Implementation
Your website built on the TSG Dealer Authority System, purpose-built for safe retail, not generic Shopify.
Up to 3 Manufacturer Packs
Choose from the brands you carry. Small, Mid-Size, or Large Pack tiers all included. Advanced Packs (Fort Knox with full configurator, AMSEC full catalog) are priced separately because they require materially more ongoing work.
Search Authority Engine
Educational content built around real customer questions, structured so your expertise shows up where customers begin their research. Sold separately at $599/month; included in Pro at no additional cost.
SafeBuilder (Standard)
Product configurator for safes with multiple options. Included for standard configurations. Fort Knox-level configurator complexity is part of the Advanced Pack pricing because it requires materially deeper variant maintenance.
Manufacturer Promotions Support
All 40 to 60+ manufacturer promotions per year, across every brand you carry, supported as part of your monthly. No per-promotion fees.
Authority Profile Content Development
Ongoing dealer-specific content work that makes your site reflect your expertise, not a generic catalog with your logo on top. This is real per-site work, and it's included.
Safe-Industry-Literate Support
You're working with a team that already knows what a U.L. RSC rating is, why fire ratings vary by manufacturer, and how Liberty's MAP policy works. Responsive, with no learning curve on your dime.
What Pro Costs
System implementation, initial Authority Profile content for your three included Packs, site architecture configuration, and migration from your existing site if applicable.
Ongoing system, support, manufacturer promotion handling, content maintenance, and SAE. Month-to-month.
No long-term contract. You pay monthly. If Pro stops being a fit, you leave.
Why Pro Costs What It Costs
Generic Shopify agencies charge $5,000 to $15,000 for setup and $1,500 to $5,000/month in retainer, without safe-industry knowledge.
Local SEO services run $1,500 to $3,500/month as a separate line item. Pro includes that.
Maintenance-only services exist at lower price points and serve a real purpose for dealers who want catalog upkeep. They're not what Pro is, and Pro is not trying to compete with them on price.
Pro is priced where the value stack lands: fairly, in range, and clearly differentiated from basic maintenance without requiring a leap of faith on what you're getting.
How a Pro Partnership Starts
Discovery and setup begins
You sign on to Pro. We learn about your dealership, the brands you carry, and the three Packs you want included. Setup begins.
Build and content development
System implementation, three Packs loaded and configured, Authority Profile content developed for core lines, promotion handling set up, SafeBuilder configured.
TSG signals completion
When the site is functionally complete (Authority content done, Packs loaded, promotions configured, testing passed) TSG notifies you it's ready for review.
15-day dealer review
You have 15 days to review the completed site and request any in-scope corrections. This is your window to confirm everything works before the monthly clock starts.
Monthly billing begins
At the end of the 15-day review, or earlier if you sign off, monthly billing begins. From that point forward, you're a live Pro client.
If something surfaces during review that falls outside the original scope, billing start is renegotiated in writing before proceeding. Setup work that's part of original scope is on us to complete; new requests get scoped separately.
What Pro Is Not
Pro is intentionally focused. Knowing what it doesn't do matters as much as knowing what it does.
Not advertising or campaign management
No Google Ads, no Facebook campaigns, no paid acquisition. Those are separate disciplines that require their own expertise.
Not unlimited custom development
Pro builds on the TSG Dealer Authority System. Custom design and unique tooling are Charter-level work. Pro dealers get an excellent standard implementation, not a one-of-a-kind website.
Not an experimental sandbox
New features, untested tactics, and "let's try this" requests don't fit the Pro structure. The point of Pro is a system that works reliably, not a constantly-changing project.
Not for dealers who want basic catalog upkeep only
If your goal is simply keeping product information current and processing manufacturer updates, basic maintenance services exist and serve dealers well at that stage. Pro is more substantial, and priced accordingly.
This isn't a softer version of more. It's a focused product, sized to what Pro is for.
Pro Is Often the Right Fit For Dealers Who:
Generate $1M+ in annual revenue and treat their website as part of how they sell
Carry premium or complex safes that customers actually compare before buying
Spend significant time explaining the same product differences to under-informed customers
Want their store's expertise visible online, not just their inventory
See their website as long-term business infrastructure, not a one-time project
For most TSG dealers, Pro is the long-term operating level. It does what it needs to do, indefinitely, without requiring constant attention.
Pro and Charter
TSG operates two tiers: Pro and Charter. Most dealers belong at Pro. Charter exists for a small group of partners, currently capped at 6 to 10, who want deeper strategic involvement.
The capabilities at Pro are deliberately complete. You're not missing features that Charter dealers have; you have everything you need to run a serious safe business online. What Charter adds is relationship depth: custom design, direct strategic access, priority execution, an annual on-site partnership session, and unlimited scope without add-on fees.
If your business is at the level where digital decisions affect business direction (product mix positioning, competitive differentiation, market expansion) Charter may be worth a conversation. Most dealers don't operate at that level, and that's not a deficiency. It's just where most independent safe businesses sit.
Learn about Charter →What Pro Dealers Notice First
Most Pro dealers describe the same shifts within the first few months:
Customers arrive having already learned the basics from your site, not from a competitor's
Conversations start at "which one should I buy" instead of "what's the difference between these"
Repetitive explanations drop sharply, the website handles the first round
Product comparisons happen with better context, so price discussions go more smoothly
Local searches for safes start surfacing your store consistently
The result isn't more leads. It's better-prepared customers showing up ready to buy.
Start With Pro
Pro is for dealers who want their website doing real work in their sales process. If that's where your business is, the next step is starting the conversation.
TSG works with dealers who see their website as part of how they sell. If that's not where your business is yet, we respect that, basic maintenance services exist and serve dealers well at that stage. When your website needs to do more, we'll be here.
The standard isn't what makes the content good. The dealer is.