When’s the best time to chase new business?

2007 has been a good year for many businesses. Studies are showing consumer optimism and spending are up. B-to-B reports are saying that businesses are also spending with renewed confidence.

You may be one of the lucky companies that's feeling pretty good about the work you have piling up.  Customers are aplenty and the register is ringing. In fact, you are probably so busy you just don't have time to think about marketing. You'll get back to it when things slow down.  Right?

Wrong. Really wrong.

The time to aggressively market is now. Why? Somehow we forget that client acquisition is hardly an instantaneous event. If we wait until we have extra time or really need the cash flow – we're in trouble.

The best time to reach out to potential new customers? It needs to be a constant part of your day. Every day. The challenge is to automate your efforts so that no matter how busy you are, it does not stutter or stop. So how do you go about making marketing part of your routine?

Identify at least one marketing tool that you can commit to for the rest of the year. It might be a monthly sales postcard to dormant customers, hosting a 4th quarter seminar aimed at your target audience, or a push in your print ad schedule.

Next, do something that locks you in.  Print the postcards.  Schedule the seminar and publicize the date. Sign a contract for the print ads.  Do something that commits you. No matter how busy you are.

Is it enough?  For most businesses, no.  But it's a good start.