This is not an old, dusty private label rights book that was written in the 1930's with a new title slapped on it. Quite the contrary! This booked is rich with emerging 21st Century sales tactics that rely on new technology and reflect the world as it is today.What small business owners must keep in mind is that through the "care and feeding" of existing customers, a strong repeat clientele base can be built, from which word-of-mouth advertising can become a very strong marketing tool.THE FOUNDATION OF SUCCESS IS A TRIPODScratch the surface of any successful business and you'll find that it's built on a firm foundation with three pillars:* An incredible product* An irresistible offer* A cost-effective marketing effortThere are three things any business can and must do to be profitable. They are:* Get more new customers * Sell more to existing customers* Create customers for lifeExisting Customers Are Your Most Profitable ResourceSmart marketing is about getting new customers. Triple Your Sales marketing is about getting, keeping, and re-selling the most profitable customers. For every important reason, current customers are more important to you than new customers.Most owners and managers want to grow their business. Most of them concentrate exclusively on getting more new customers. Odd really.There is lots of marketing research that is pretty consistent in pointing out that it costs somewhere between six and twelve times as much to get a new customer as it does to sell to an existing customer. And, once you have a customer, it is generally pretty straightforward to get them to buy from you more often.According to the U.S. Small Business Administration, it's much easier to drum up additional business from previous customers than it is to find new customers. The SBA even goes as far as to say that it's 65% easier to convert a sale from someone you sold to in the past.Back End Sales are usually easier to get than Front End Acquisitions...and up to 12 times less expensive. When looking at the cost of acquiring new clients, most businesses see that it is much, much cheaper to focus on Back End Sales.List building is a big part of any business success. It's one of the profitable things I do. Think about it. You build a database of people who are interested in your niche market or your products and they have indicated that interest by opting in to your list. It's a ready-made traffic source that you can tap into at any time you need to generate profits. (Which is all the time, right?)Let's say you have a 50,000 strong list. You can stop getting new visitors for the next year or two and still make a decent income selling to the customers and prospects on your list. However, if you don't have a list, you have to constantly generate new visitors just to maintain your profits.Once you've made a sale, you've created a thread between your business and your customer. Threads are easily broken, but you can create a connection that's as sturdy as rope if you create additional products that serve your customers' needs.How are you doing with delivering Content marketing that is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience - and, ultimately, to drive profitable customer action.It's all about consistently growing your relationship capital -- while engineering reciprocity.