It's good to hear about your own auction site and that you find SaleHoo of great help to your business! :)
Now, everyone knows how much traffic eBay generates so what you can do is get the word out about your own auction site, optimize it for the search engines, advertise. There are a lot of great ways to do this.
1. You can sign up for online selling/wholesale forums like Link hidden: Login to view and other related sites and introduce your auction site. There are a lot of sellers out there who are constantly on the look out for eBay alternatives. Given that you are offering yours with no fees, then, it wouldn't be that hard to stir interest.
2. You can try social networking/social bookmarking sites.
3. You can try Link hidden: Login to view. It is a FREE SEO optimization tool.
4. You can set up a blog, an email newsletter or an affiliate program.
Good luck and I wish you all the best!