The Slam Dunk Sales Close

In order to use the “slam dunk” close successfully, you have to set it up in advance by establishing an inflated price, and then reluctantly accepting less. This works in person or in writing your sales copy.

It is very useful to establish a high price in the prospect’s mind so they have the opportunity to do some old-fashioned horse-trading and get a deal they like. How many times have you walked into a car dealership and paid sticker price for a car? Dealers put the sticker price on the car to establish a reference point. From there, they will negotiate about the price so the customer can feel he has gotten a good deal when he buys the car for less. The same is true of buying houses. Except in a very hot market, houses almost always sell below list price. The price merely establishes a starting point from which both parties expect to move.

To establish the higher value first, you show prospects a high-priced lot, house, or car, or at the beginning of a presentation, you might mention a $5,000 set-up fee. This proposition is not particularly attractive to most prospects, but it establishes certain values in their minds. They now have a frame of reference for what it might cost. Then, as you wrap up the presentation, you unveil the far more attractive deal.

There is one more house I want to show you. I think it’s the best deal in the entire…