Creating a Zip-code Targeted Sales Strategy

Before we dig in, it’s important that we explain the difference between marketing that directly reaches a consumer and marketing that supports sales strategies. There’s a lot to be said about consumer marketing, which builds brand loyalty and trust — but it’s important that we also address marketing that helps close deals, and converts sales leads to money in the bank. (Who doesn’t love money in the bank?) Marketing that successfully organizes leads and prospects so a sales team can engage in optimized outreach and secure opportunities needs to be approached intelligently — no shooting from the hip here. In order to create a sales strategy that is, well, strategic, it’s important to make decisions based on real data and information. We believe that illustration is one of the best ways to teach (and learn!), so here’s how we apply this approach to our clients:

Pen? Check. Paper? Check. Note-taking? Commence!

Mindful Mama, a Web site focused on natural pregnancy, birth and parenting, needed help selling their Practitioner Guide, a resource that contained contact information and profiles for various birth professionals, pediatricians and holistic specialists. With a nationwide tapestry segmentation analysis, we found zip-codes that had an abundance of natural grocery stores (and other natural lifestyle indicators), a high population density of women in their childbearing years, and incomes that could support the expenses associated with natural lifestyles. There were 119 zip-codes nationwide with the perfect storm — the perfect overlap of the above criteria. This information was then handed over to the sales team — who now had a road map of the best zip-codes to make phone calls to, and knowledge that what they were selling was indeed a fit. Win-win.

Another one of our clients, a home care provider, needed to sell new franchise territories to existing franchise owners. To help them achieve this goal, we identified which business owners were already successful, and also in a position to expand their territories. Next, we ran a targeted zip-code search that examined their existing territories. We were looking for areas with an overlap of population ages 65 and older, with mid- to upper-middle class and higher incomes, and lifestyle choices that indicated the need and desire for home care. Now, the sales team knows which existing business owners to call, and what territories would be of benefit for them to expand into. Simple.

But What About my Business?

The great news is that we can apply zip-code targeted sales strategies to any business. All we need is a company that knows exactly what they want to sell, and which consumers are most likely to buy it. (Needless to say, it’s a huge waste of time and money to approach people who aren’t a fit for your product or services.) Once your sales pipeline is full of qualified leads (thanks to zip-code analyses and on-point marketing efforts), we guarantee the time from lead to close will shorten, and your piggy-bank will begin to overflow. (Finally!)

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