How to Increase Sales in a Slow market.

If the idea of marketing your business sends your head spinning, relax. The secret to effective marketing may be keeping it simple yet consistent. Recent research from industry sources confirms that the majority of VAR’s have no formal marketing plan. And while referrals continue to be the biggest driver of business growth, the most effective marketing happens as a result of implementing a few different strategies—rather than relying heavily on just one—and executing those strategies consistently.

“Marketing is not sexy and it doesn’t sizzle,” says Paul Falanga, Product manager for IPitomy. “It’s not always about the next great idea; it’s about implementing really good ideas in a great way. The secret to good marketing is on the back of a shampoo bottle: lather, rinse, repeat. Pick a few things and repeat them. Pick the things that are right for you, your brand, your target market, and execute them consistently.”

A key Business study, which surveyed more than 400 small businesses in November 2010, found that no single marketing method is the magic bullet. Rather, entrepreneurs who appear to be effective in their marketing efforts—measured by the number of leads and new clients generated each year—employ several strategies that work for them and with some frequency (see the table in Figure 1).

So don’t think about marketing as any one strategy, tool, or event; think of it as an overall plan that supports your business objectives.

What Marketing Plan?

If you don’t have a formal marketing plan that you implement on an ongoing basis, you’re not alone. According to a 2011 marketing survey, nearly 60 percent of VAR’s have no formal marketing plan, and only 38 percent of those without a formal plan intend to implement one in the next six months. Among the 40 percent who do have a formal marketing plan, the majority (64 percent) developed the plan him or herself, while relatively few had a staff member (11.3 percent) or outside consultant (10.7 percent) develop the marketing plan. And almost half (49 percent) of VAR’s with a formal marketing plan update it annually; 17 percent update it semi-annually and about one-third do so quarterly. A formal marketing plan does not have to be expensive or daunting to create and maintain—it’s something that most business owners craft themselves and revisit once or twice a year to tweak and update.

The importance of having a marketing plan should not be underestimated. You should not be intimidated by the fact that you don’t have one. Start simple and stay consistent. In the case of Value Added Resellers, every customer that you service and support is a perfect target for your marketing plan. To get started, focus on updating your customer list. Make it a priority to get an email address of every customer you have and everyone you visit and speak to. If you have a company or industry in your area you would like to target, get their contact information and add it to your contact list. Most importantly, get their email address. Add every business card, contact and acquaintance to your list. Never stop adding to your list.

Marketing’s Magic Bullet? Keep It Simple and Consistent

A formal marketing plan does not have to be expensive or daunting to create and maintain—it’s something that most VAR’s craft and they themselves implement.

Developing a marketing plan is the key to driving sales growth. While the plan can be simple the key is to actually execute it.

“After working with small businesses on building really effective marketing plans, what I know is if you want a plan to work, you have to work the plan,” says Joe Grano, Prseident of Next Mark Marketing. Research findings from Small Business marketers on the general lack of formal marketing plans seem to indicate that many VAR’s are resistant to marketing. “I call it the ‘expert complex,’” says Grano. “There’s a real resistance to marketing for fear of being perceived as a salesperson.”

Another resistance point is; not knowing what to put in the plan. It’s not about the specific strategy; it’s about the experience and the execution.

Marketing Methods: What’s Popular, What’s Not

While we know there is no magic bullet, it can be helpful to know what marketing methods are—and are not—commonly used by VAR’s. Perhaps there is comfort in knowing that many of your professional peers are sending out email marketing, running print ads and sponsoring local events.

In the current financial climate, many business people are nervous about spending money on marketing. The important thing to remember is to never stop marketing. If you feel that money is too tight, try something that doesn’t cost much.

The least expensive and most effective bang for your buck is to send out a regular email to your customers, friends, acquaintances and potential customers. This is pretty simple. It will require a little work getting all of the emails from your customers if you have not updated your contacts lately, but it is by far the most productive thing you can do. When you send a simple easy to understand email that is memorable, you increase the chances of one of the recipients mentioning you to one of their friends. An email is easy to send out and can reach hundreds or thousands of clients with very little expense.

When you are making a business off of Adds, Moves and Changes, you have a large base of customers to work with. If you send out an announcement to your client base that you are now carrying a new product that can help them improve their bottom line, they will pay attention. If you continuously send out regular updates informing them of the benefits of your new product, you continuously reinforce this message and you begin to build a brand. Once you have convinced all of your accounts that you are an expert in assisting them in implementing the new technology to their benefit, you will be the “go-to-guy” when they decide to ask some questions.

The second half of sending out an email marketing campaign is following through with a phone call. Give the customers a day or two to read the email, then start calling them and schedule an appointment to discuss it further.

Sending out an email and making a follow up phone call is a sure fire way to get your business fired up and increase sales.