How to Effectively
Locate and Use WIN ZIP Codes
Takeaway notes from ”Inspire a
Nation Business Mentoring” webinar. By Aliza
Bornstein, copywriter, Melissa Data
As a business owner in today’s market place, you
have to find tools and processes that allow you and
your staff to work smart, efficiently, and at the
lowest cost possible.
This can be achieved through “Win ZIP Codes.” A Win
ZIP Code™ is a ZIP Code that you identify as having
the highest close rate of the geographic areas your
business serves.
Example: You do a little research and discover that
the ZIP Code your office is located in has a close
rate of 8%, but 50 miles down the road another ZIP
Code is closing 35% of the prospects they quote.
Make sure you identify zips that have the largest
amount of quotes performed, not just close rates
alone. As an example, you would select a ZIP Code
that has a 30% close rate with 1,000 quotes
performed over a ZIP Code that has a close rate of
80% with only 25 quotes performed.
ZIP Codes can also be used to learn more about your
customers. Ask your sales reps to provide you with
the most recent quote to close percentages for the
ENTIRE STATE.
1. Use a 30% close rate as a standard, but
make sure you also look at the total activity in
that ZIP Code.
2. Run your customer list against a
ZIP Code
database to see the big picture.
3. Now that you know more about your customer by
identifying your Win Zips,
find demographic info
(based on census data linked to the ZIP Code).
Now you can use this information to profile the
characteristics you want to market to and use
targeted mailing lists to hone in on your
market—saving on postage and production costs,
while increasing response rates.
4. Once you acquire this information, identify
the ZIP codes that have the highest close rates
with the largest amounts of quotes.
5. Win ZIP Codes can be geographically based as
well.
Your Win Zips will help you identify customers,
make more total sales per month, accumulate a higher
response and close rate, and increase your marketing
footprint.
Save time and reduce errors with
ZIP Data
Select from our many mailing lists here!
---Source: Inspire a Nation
Business Mentoring March 31, 2009 webinar (www.inspireanation.net).
Billy Williams is the president and CEO.
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