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When it comes to self-promotion, individual distributors do it their way.

Distributors specialize in helping companies run and grow their businesses. So, it stands to reason that these savvy sales professionals would know a thing or two about promoting their own products and services. Here, three distributors discuss their strategies for increasing customers and profits.

Interestingly, all three reported a reluctance to seek outside assistance, the general consensus being that advertising and marketing firms cannot fully comprehend the unique role distributors play in the marketplace.

Tenacity with Finesse

For David Donnelly, president of Suncoast Forms & Systems, Sarasota, Fla., the most effective marketing strategy is talking to prospects in person or over the phone. "We look in the local newspapers and trade magazines to find businesses that are just opening up or relocating," he said. "The objective is to find out who the main contact is and try to set an appointment."

If he is unable to get any face time when making an in-person visit, Donnelly always leaves behind "something interesting," whether it's printed marketing materials or a promotional item.

For instance, Donnelly's daughter designed a presentation folder to help educate prospects. "The folder also contains an impressive shot of our 20,000-sq.-ft. building, a real tangible asset for us," he said. "That and the fact that we have been here for more than 25 years gives us credibility."

Donnelly went on to say that the company makes frequent use of both commodity and high-end promotional items, such as calendars, pens, clocks, caps, insulated bags, canvas bags, coffee cups and letter openers. Some of the premium items are often laser engraved with the prospect's name and logo. "There is so much competition out there that you have to do something to differentiate yourself," he said.

Donnelly noted that it often takes a few return visits before efforts bear fruit. "Tenacity with finesse is what I call it. The idea is not to be pushy, but persistent," he explained. "Eventually, the person gives you a chance."

Word-of-mouth referrals from satisfied customers are also effective in increasing the company's customer base. "There is so much downsizing and rightsizing going on," Donnelly continued. "People might go to a new company where there is some dissatisfaction with the current provider and suggest Suncoast Forms & Systems based on the former employer's positive experience with us."

On one occasion, the company participated in an area Chamber of Commerce trade show. Although it didn't attract much in the way of new business, Donnelly reported that the experience enhanced credibility with existing customers.

Smart Marketing Wins

One of Bill Breed's New Year's resolutions is to be more proactive in implementing and tracking his company's marketing strategies. Said the president of Austin, Texas-based Megabyte Express, "I diversified years ago, and it's essential that we educate our customers and prospects about everything we are capable of doing for them."

One tactic is a postcard-formatted, two-sided mailer featuring direct response copy and benefit-rich copy that explains what makes Megabyte Express unique. "We ask people to give us a shot at handling their business, and in return, we give them two free movie tickets," said Breed. "It elicits an emotional response, and delivering the tickets creates an opportunity to talk about how Megabyte Express can reduce costs and get rid of some of their headaches."

Promotional products are another tool for stimulating a better customer response. In one instance, customers returning service evaluation surveys were able to choose a gift from among three items—a calculator/mousepad, a radio/carabiner and a personalized desk nameplate. On another occasion, a customer survey asked for referrals, as well as feedback. All respondents were entered into a drawing to win a 27˝ TV, and for each referral submitted, they received additional chances to win.

Breed observed that any direct mail campaign must be repeated at least two or three times, especially if it has direct response copy on it. "The more times it is mailed," he said, "the greater the response you'll receive."

In addition to promotional items and direct mail (which is produced in-house on the company's high-end Xerox printers to contain costs), Megabyte Express utilizes Yellow Page advertising and, occasionally, some association advertising. Breed also plans to incorporate e-mail marketing that creates an incentive to place an order and is launching a monthly newsletter beginning in January.

Unlike in the past, Breed is making sure that, going forward, he can measure results for every self-promotion effort. To that end, he has added a marketing person to his staff who monitors returns and responses.

"Smart marketers are going to win in today's market," he added. "Even if a company isn't all that dynamic, with awesome marketing, it can still be successful."

Different Strokes...

At Applied Graphics, San Rafael, Calif., the particular industry being targeting determines the marketing approach the company takes. Said Vice President Jerry Davis, "We serve different market niches, and within those market niches, the methodologies for seeking out prospects differ dramatically."

For instance, when looking for customers within the hospitality industry, sales reps consult the lean records generated for anyone leasing property specific to that industry, such as bars, nightclubs and restaurants. "This is public information that is available for a fee," explained Davis. "They'll also look for anyone who purchases commercial restaurant equipment or who applies for a liquor license."

On the other hand, when it comes to courting the technology market, Davis observed that networking with existing customers, keeping tabs on anyone shifting jobs and word-of-mouth referrals are the most effective means for generating leads.

To capture "home-grown generated business," Applied Graphics works closely with the local Chamber of Commerce and even maintains a remote office within that facility.

Of course, being a provider of direct mail products and Internet ordering systems, the company makes good use of these tools. Davis pointed out that sales reps can log on to a customer site to send marketing messages, as well as generate digitally produced, personalized printed materials for efficient, print-on-demand mailings.

He pointed out that with marketing efforts spread out over 10 different offices, it's difficult to track results. "Our accounting systems now include product codes for different items, such as forms, labels, print-on-demand and digital production, which helps to track sales and inquiries," he added.

Davis mentioned that the company also has a very experienced inside telemarketer who makes targeted, outbound business-to-business sales calls every day with very positive results.

Unfortunately, changing times have brought an end to one proven method for generating new customers. "We used to do a lot of our marketing by knocking on doors in buildings next to existing accounts," he noted. "But, in today's security-conscious environment, unless you know exactly whom it is you are there to see, you are not going to get in."

By Maggie DeWitt