ArcSite Field Notes: The 45-Minute Close with Alex Jolley of FRDM Turf

Walk onto a site. Walk out with a signed job.

Can you do it? What would it mean for your business if you could?

It's actually a system that Alex Jolley from FRDM Turf has honed over years of practise. And he’s got the chops to back it up. He took FRDM Turf from a side hustle in 2022 to a $30 million business today with this system. 

In this episode of Field Notes, Alex breaks down the exact process FRDM Turf uses to quote same-day and close on the spot. It’s a repeatable, scalable operation that his reps run across multiple states.

The numbers tell the story: when FRDM Turf shifted to same-day closing, their average contract value didn't drop. It went up from $10K to $18.5K, that’s over a 85% lift.

Here's what's inside:

1. Build rapport before you build the bid. People buy from people they trust — and trust doesn't happen standing in a driveway. Alex's reps are trained to find the room, sit down, and genuinely connect before a single measurement is taken. 

2. Set the agenda out loud. Before walking the yard, Alex does what he calls a pre-frame: a clear, spoken walkthrough of exactly what's about to happen and what the customer can expect at the end — including the fact that you're going to ask for a decision.

3. Lock your pricing before you're in the field. The 45-minute close falls apart without a product catalog your reps can trust on the spot. Stop saying "I'll follow up with numbers." Alex's entire process depends on knowing your margins inside and out — so when you're sitting at the closing table, the only variable left is yes or no.

The session also covers what to do when a job is too complex for same-day closing, how financing changes the conversation even on smaller tickets, and how Alex is using this same process to expand into new markets in days, not weeks. 

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