Why Iceberg Selling Starts with Identifying What's On the Surface

When we’re given an opportunity, we typically only have access to 10% of the picture. Just like with an iceberg, the majority of the information lies beneath the surface. And, just like when steering a ship, that 90% matters. That 90% tells you what your customer values, how you can build a relationship with them, and what you are uniquely positioned to offer that competitors can’t.

But you can’t dive into the deep end before you know how to swim, which is why Iceberg Selling starts with getting a full grasp of what’s going on above the surface and using that information to intentionally learn more.

Assume Your Customer Has Done Their Homework.

The potential customer has reached out to you or your organization for a reason. Whether they found an ad online, received a referral from a trusted contact, or simply heard good things through word of mouth, something prompted them to contact you. Which likely means that they already like something that you’re putting out into the world.

They already have baseline information about your organization and the services you offer, but there is a lot they still need to learn in order to make the decision to work with you.

Try to see your company, and yourself, through your customer’s eyes. What do they likely already know about you, your services, and your offerings? What information could they have found online or through social platforms?

By figuring out what your customer likely already knows about you, you’ll have a better idea of what they still need to learn in order to move forward.

Do Some Preliminary Research.

Before you try to explore what’s beneath the surface, you need to have a full grasp of all the surface-level information. In other words, don’t forget to do your homework.

While you won’t be able to gather all the necessary information about a prospective customer from their website or an email, digging for clues does give you information on what direction to dig in.

The lucky part is that doing this research is easier right now than ever before, for the simple reason that so much information is available at our finger tips. This is true for the organization you may be working with, but it’s also true for the person who contacted you.

Research the company

What does the company do? Is it a private business or a public company? What can you gather about their performance over the past year? What sector are they in? What would they likely be using your services for?

A large pharmaceutical company that’s had a tough few years is going to have vastly different needs than a locally owned diner that’s a popular staple in town. By understanding who you are working with, you’ll have a better idea of how to approach a discovery conversation.

Next, think about how your organization and how you personally offer value specific to their industry, market, or company. Perhaps you have specialized knowledge in their industry, which will allow you to make more tailored recommendations. Maybe you have relevant customers who you can share as a reference or as a success story.

Finally, try to figure out how the company identifies themselves. Most organizations, even small ones, have their vision, mission, core values, and culture defined. Many will even have it listed directly on their website or social platforms. They may even list who their core customers are.

All of these things will give you important context as you consider what kind of person or company they want to work with. A company with a strong growth mission will want to align with like minded people, where a small family business may be more comfortable working with somebody they’ve built a personal connection with. Think about the ways in which your company or your personal values align with theirs so you can figure out how you fit in, not just to serve their needs, but with their culture.

In addition to the website, take a look at their LinkedIn page or any other social media platforms they may use. This will give you a good idea of how they want to be seen, both in strictly professional environments, as well as through more casual mediums.

Research your contact
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Let’s say a teacher has a classroom of twenty students. Half of them are average students, about a third of them are high-scoring 

You want to be a good fit for the organization, but ultimately, the entire company isn’t making the decision to work with or buy from you. There’s likely a small team or even one singular individual making that call. And there’s a good chance it’s the person who contacted you in the first place.

Before you start diving deeper, you want to know everything you can about them.

Check out their personal LinkedIn profile to learn how long they’ve been with the organization, what their title is, if they’ve had any recent promotions, what experience they have, and where else they’ve worked. If they’ve reposted any articles, check them out to see what interests them. If they’ve written any posts, take note of what their communication style is.

You won’t be able to gain everything you need to know from this, but it will give you an idea of what it may be like to work with the individual, not just the company, and help you adapt your process to fit theirs.

Adjust Your Focus.

There’s a big difference between entering a meeting or dialing into a call with somebody who’s gathered preliminary information and somebody who hasn’t.

Those who haven’t can only ask surface level questions. They don’t have enough background to start diving into the details, so instead, they spend the limited time they have with the customer gathering general information. There’s often very little opportunity to ask follow up questions, probe for more information, or pick up on subtle nuances that may give them a lot of useful information.

Even worse, they look unprepared and unprofessional when they only ask questions that, realistically, they could have and should have already known the answers to.

Meanwhile, those who spend 20-minutes intentionally researching the customer and the organization approach the meeting with a different focus. They may confirm details they discovered, but the majority of the time will be spent gathering information that can’t be found in the RFP, on the internet, or in an email - giving them a significant advantage over their competitors.

Learn More

Iceberg Selling is a technique grounded in the understanding that for every person, organization, and situation, you can only see 10% of what’s really going on. By adopting the right mindsets, prioritizing building relationships, and approaching customers with genuine curiosity, you can start to explore the other 90% and improve your sales performance. Get the book to learn more about Iceberg Selling.