Taught from the roof deck up
Sam started out installing roofs before he ever sold one. You learn the whole system, from materials and ventilation to storm damage and claims, so you can explain it with confidence.
Sam The Roof Man University
Knowledge is Power.
Roofing sales training from a 20-year roofer who has climbed the roofs, met the adjusters, and closed the deals. Seven 101 courses, with a certificate for each one.
300+
Sales reps trained
100K+
Learners reached online
20+
Years in roofing
7
Certificate courses
Why STRM University
Real roofing knowledge, from somebody who has lived it.
Most sales training is written by people who have never set foot on a roof. Every lesson here comes from the deck, the doorstep, and the adjuster meeting.
Built like a real university
Every course has a code and a recommended order, and finishing one earns you a certificate. Start with the 101 foundations, and the 201 courses will build on them.
Made for the field
Every lesson is about a real situation you'll face: the door approach, the pitch, objections, inspections, the adjuster meeting, and the close. Watch it tonight and use it tomorrow.
The 101 Curriculum
Seven courses. One complete rep.
Take them one at a time, or enroll in the full program and earn all seven certificates.
RFG 101
Roofing 101
The whole roof system, deck to ridge. Know your product better than anyone else at the door.
View course STM 101Storm Damage 101
Identify, document, and explain hail and wind damage the right way, every time.
View course INS 101Insurance 101
Policies, claims, and adjuster meetings, explained so homeowners can trust the process and you.
View course SLS 101Sales 101
Earn trust before you pitch. Ask better questions and present value instead of price.
View course CLS 101Closing 101
Ask for the business with confidence, and write contracts that don't cancel.
View course FUP 101Follow Up 101
The fortune is in the follow-up. Learn the cadences that revive stalled deals without being pushy.
View course NET 101Networking 101
Build a referral pipeline that feeds itself through partners, past customers, and your community.
View course ALL 7 COURSESThe Complete 101 Program
Every course and all seven certificates, for one price that saves you $582.
See pricing
The Recommended Path
Three semesters to a complete roofing pro.
You can take any course in any order. If you want the fastest route from rookie to top producer, follow the track the way Sam teaches it in person.
Start the 101 Program-
Semester I
Know the roof
-
Semester II
Win the homeowner
-
Semester III
Build the pipeline
-
Coming next
The 201 level
Advanced courses that build on every 101. Program students get early access.
In the field
From the roof deck to the classroom.
This isn't theory recorded in a studio. Sam has spent years on roofs, in front of homeowners, and in training rooms full of reps.
Earn your credentials
Every course ends with a certificate.
Finish a course and you earn a certificate of completion signed by Sam. Hang it on the wall, add it to LinkedIn, or show it to a hiring manager.
- One certificate for each of the seven 101 courses
- Finish all seven to complete the 101 Program
- Owners get a simple way to track who on the team is trained
Your instructor
Meet Samuel Smith, Sam The Roof Man.
Roofing has been part of Sam's life for more than 20 years. He has installed roofs, knocked doors, met adjusters, closed deals, and trained the people doing it, for companies all across the country.
"Tell people the truth, do what you said you would do, take responsibility, serve people well, and never stop getting better." Sam's faith and family come first, and they shape how he teaches business.
Read Sam's story
Samuel SmithFounder & Lead Instructor
What reps & owners say
Trusted by sales teams nationwide.
Sam strengthened my roofing knowledge and taught me how to communicate it confidently. I now better understand customer needs, build trust, and present value in real sales situations.
He leads by example, builds accountability, and combines high standards with genuine empathy. His knowledge of roofing, sales, and leadership is exceptional.
I trusted Sam to coach me through every part of my sales process, from my pitch and objections to inspections and closing.
Sam brought out the best in our team. He taught practical skills while helping everyone work together more effectively.
Sam gave me incredibly valuable insight into the areas where I needed to improve. His coaching was worth making time for, even when my schedule was packed.
We appreciate how driven Sam is to help our team grow, improve, and succeed.
Paraphrased from original client messages. See all reviews
Enroll
Invest in the skill that pays for itself.
One extra roof covers the whole program several times over.
Single Course
Any one 101 course
$197
- Self-paced video lessons
- Certificate of completion
Complete 101 Program
All seven courses + seven certificates
$797
$1,379 Save $582
- Every 101 course, start to finish
- 101 Program completion credential
- Early access to 201 courses
Team License
Up to 10 reps
$3,497
About $350 per rep
- The full 101 Program for every rep
- Live team kickoff call with Sam
Class is in session
Knowledge is power. Go get yours.
Start tonight. Sell better tomorrow.