10.02.2008 — When people are ready to buy, you need to be ready to sell.

To sell anything, though, your company needs to be in the buyer's head when they make the decision of where to drive, click or call.

That's why your Q4 marketing activities need to start now. You will need the next few months to remind people who you are, what you provide and why they should choose to do business with you.

Here's three ways to market in the fourth quarter.

Early Holiday Cards

Mail an "Introducing …" card in September, announcing a new technology you have begun offering (e.g., lighting control) or a new, really cool product.

Customer Appreciation Event

An open house or customer appreciation event in October is a great way to set up your holiday selling season.

You should mail a personalized invitation to the event several weeks in advance, and follow-up with reminder e-mails (and a phone call) to ensure a good turnout.

Digital Holiday Catalog

Instead of printing a holiday catalog this year (very expensive), post the catalog online, and make it available as a download.

Mail personalized cards in November to tell your customers about it.

Steve Firszt is founder and head coach of Fast-Forward Business Coaching in St Louis, http://www.ffbizcoach.com.