Being the Iceberg

I’ve gotten a lot of advice over the last year or so about breaking into the small business world.  One of the most unusual catch phrases has been “be the iceberg.”  Hmmmm…….okaaaaay.

 

Sounds a little crazy at first, but – well – looking below the surface (pun intended), maybe not.

 

Scientists tell us that up to 90% of the iceberg we see placidly floating on the ocean surface is below the water.  Think Titanic.  So, how does that apply to small business?

 

Simple.  We all know the principle caveat religiously drilled into our heads - that we only have one shot at that first impression.  If that gets you in the door, then you have the chance to show what else you’ve got.  The first impression is all show.  The clothes, speech, smile, body language, business card, presentation package, wit – makes an immediate impression, hopefully a favorable one.  But, that’s only 10% of your business.  The rest of the “iceberg” comes from everything else – the communication techniques, real-world savvy, response to challenge, innovative ideas, follow-up that separate you from everyone else in your line of business.

 

As a newbie small business owner, I’m going to ‘be the iceberg’ and make sure my energies are directed not just at the first impression, but at the subsequent impressions that will ensure my continued relationship with the client, and the sweet opportunity to build through networking to the next client.