The iceberg principle explains why some customers are easier to sell to than others.

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The iceberg principle, also known as the iceberg theory, is a concept that suggests that only a small portion of information is visible above the surface, while the majority remains unseen, like an iceberg. It does not specifically address why some customers are easier to sell to than others; instead, it's often used to illustrate that there's more to a problem or situation than meets the eye.

The Iceberg Principle Explains Why Some Customers Are Easier to Sell