I am often asked this question.  The answer of course is made up of many things, but the things I find help are:

1. Be seen in the right places - get your SBSC qualification - http://www.microsoft.com/uk/partner/sbsc
2. Ensure that when you click on your link on the "Find an IT Consultant" link and enter YOUR postcode, that your site tells small business what YOU can do for THEIR business, not just what IT you sell
3. Profile yourself so others can find you through other Microsoft Tools - http://blogs.technet.com/msppuk/archive/2006/06/09/434457.aspx
4. Use whatever Microsoft advertising is available to you - http://www.microsoft.com/uk/partner/sales_and_marketing/campaigncenter/default.aspx
5. Go on a solution sales skills course - http://www.microsoft.co.uk/events/eventdetail.aspx?eventid=8400
6. Look at the other MS resources available to you - http://www.microsoft.com/uk/partner/sales_and_marketing/benefits_diagram/default.aspx
7. Work with other local partners to make life easier for all IT vendors around you - http://www.sbsbpi.co.uk
8. Order Free Collateral to help you - http://www.microsoft.com/uk/partner/market/default.aspx

There are many other things too, but this is a good start.

ttfn

David