Mainebiz

V O L . X X V I I N O. X X I I I O C T O B E R 1 8 , 2 0 2 1 8 B U S I N E S S M A I N E B U S I N E S S M A I N E B U S I N E S S N E W S F RO M A RO U N D T H E S TAT E Neighborhood Books opened at 375 Main St. in Presque Isle. Husson University's College of Health and Pharmacy reopened its SOARing Eagles Healthcare clinic at 79 Marshall Road in Bangor. The clinic offers free physical therapy services to anyone, of any age, who is uninsured or underin- sured, and needs treatment but cannot afford to pay for it themselves. Katahdin Trust in Houlton said it joined the American Bankers Association's "Banks Never Ask That" campaign to promote an industry-wide campaign to educate consumers about the persis- tent threat of phishing scams. The Bangor Federation of Public Employees, who are members of the American Federation Teachers Local 6071, ratified a new contract that in- cludes raises, cost of living increases and allowances for safety gear. The union represents Bangor's crew of mechanics who fix and maintain the city's fleet of buses, police cars and fire trucks. A healthy smile can make all the difference. Protect yours with dental insurance backed by the nation's largest network of dentists. NortheastDeltaDental.com STAND OUT IN A SEA OF SAMENESS WITH YOUR SMILE POWER! NEDD_1_2 PAGE_ MAINEBIZ.indd 1 8/19/19 8:04 AM A S K AC E A n s w e r e d b y B y T o m R e n e h a n a n d T o m M o r g a n The Association for Consulting Expertise (ACE) is a non-profit association of independent consultants who value "Success through Collaboration." The public is welcome to attend its regular meetings to share best practices and engage with industry experts. For more information go to www.consultexpertise.com. Q: We have a great marketing strategy but are not seeing the result in sales. We've really put it out there with a solid brand identity and message. We're tracking our website clicks with Google analytics. We have an editorial calendar for our blog and newsletter. What are we doing wrong? ACE Advises: You are not doing anything wrong. You are, however, assuming that marketing and sales activities are the same and confusing the intent of each. While both mar- keting and sales support your overall mission and strategy, the tactics and measurements needed are different. Marketing is company-focused: it communicates your brand identity and message. Sales is customer-focused: when you approach a potential customer you need to convince the customer that his, her or its need can be filled by your unique value proposition. Marketing promotes who you are, make it easy for custom- ers to find you, and allows you to measure your reach. Your brand, your message, your website, and your newsletter are opportunities to communicate your brand personality, which must appeal to your target audience. Success is measured in reactions, not dollars. In the digital world you can measure your audience response down to the click. You can determine whether a marketing campaign makes an impression. How many people enter their email address into your pop-up page? How many later unsubscribe from your newsletter? One way or another sales are measured in revenue, or revenue opportunities. To have an impact on revenue your sales team must understand the customer need and dem- onstrate how your product or service can fill that need. A sales process is critical to the success of any organization and always starts with the customer need. Tom Renehan, an ACE board member and principal at Yarmouth-based Tom Renehan Coaching and Leadership Development, can be reached at tom@tomrenehan.com Tom Morgan, an ACE Member, is an Ocean Park-based certified sales leader and an outsourced/fractional vice president of sales. He can be reached at Tmorgan@salesxceleration.com For more on this topic, see "Marketing vs. Sales" at consultexpertise.com/ blog/11140135 @ N O T E W O R T H Y N O R T H E R N & E A S T E R N N O R T H E R N & E A S T E R N

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