If you’re a regular reader of this column, then you’ve probably gathered that we are big fans of using your database to drive customers and sales to your business. The cost of engaging a warm prospect is always much lower than the expense of trying to attract a new one.But a business that relies 100 percent on existing customers eventually will find itself running out of customers, so there is an ongoing need to funnel new prospects to your business.A great way to find customers is to tap the loyal customer base of other businesses that are complementary to yours. Word-of-mouth from other businesses has always been a cheap and effective means of marketing—especially when you can create a win for you, a win for the customer, and a win for the other business.Here's an example of what we mean by that: Recently, Leanne had to purchase a new phone and then discovered that it didn’t fi