Accountants define goodwill as an "intangible asset" of a business. But you probably define goodwill more broadly: it's that reservoir of positive feeling built up among prospects, customers -- even entire communities -- toward a highly regarded enterprise. If you sense the presence of goodwill among your own customers, you sleep better at night.

Goodwill can encompass many elements, some briefly described here. If you're trying to increase goodwill among your customers and community -- as you should be -- use this list as a starting point for your efforts.

A - Awards. Enter your business' name in every professional or community competition possible: civic betterment contests, total quality competitions, customer service award programs. When you receive recognition for any job well done, ask that a civic proclamation be issued to recognize your accomplishment. And don't hesitate to ask your local civic leader to issue proclamations on the anniversary of your founding.

B - Benefits. Identify at least several distinct benefits customers enjoy by doing business with you. Feature them as part of your advertising programs, and remind customers of these advantages at every turn.

C - Causes. Align yourself with at least one compelling charitable cause in your community or region. Support the cause through financial contributions, volunteer help or sponsorship of events. People will notice.

D - Delight. Business firms with substantial goodwill know the art of "customer delight." Please your customer -- and then some. When a customer brings you a question or problem, let her define your standards of service and quality. Then work to meet those standards. The result will amaze your customer -- and you.

E - Employees. They represent one of the most important components of goodwill. Give them top-notch training and instill in them the need for superb manners and high standards of customer care.

F - Future Sales. Leaders of goodwill-oriented businesses are always thinking ahead. Lay the groundwork for future sales today. Gentle reminders of new product offerings, invitations to business events, greeting cards and traffic-building discounts all lay the seeds for tomorrow's profits.

G - Gifts. When was the last time you offered a simple holiday, Thanksgiving day or post-sale gift to a valued customer? Friends, remember, give gifts to each other. Friendly, goodwill-boosting business organizations give gifts to their friends: the customers.

H - Honor. Jump at the opportunity to admit and rectify mistakes -- and then to learn from the mistakes and improve business operations. Customers notice.

I - Improvement. Don't let "good" ever be good enough for you. Whether you're a fan of total quality management or not, always remain on the lookout for ways to improve operations.

J - Judgment. You have to make important decisions in the life of your business. If you're seeking to build goodwill, carefully consider the effects of your decisions on the people you deal with each day. Your judicious attitude will pay off in long-term support from employees and customers.

K - Knowledge. Business boasting goodwill are usually recognized for their vast repository of knowledge. Get to the point where customers and would-be customers are quick to call with questions about products and services, and eager to obtain credible advice.

L - Leadership. Businesses with lots of goodwill are often recognized as leaders in their industries or trades. If you're aiming for this leadership position, seek to become known for your innovation. Offer your guidance to peers in other communities, actively participate in your trade association and, whenever possible, let your customers know how you're staying on the cutting edge of your industry.

M - Memories. The goodwill-oriented business knows how to build fond memories among its customers. Foster deeply-held emotions on the part of customers by building memories of good sales, creative use of products, service to families, and good times.

N - Niches. If you're building goodwill, you know that different groups of customers (and prospects) have different needs. Consciously cultivate these "niche" markets and you may find yourself with new business potential down the line.

O - Obsessive. We're speaking here of obsession in the positive sense of the word. If you're building goodwill, go to almost any length to satisfy your customers.

P - Publicity. Companies bearing goodwill are often in the news. Craft your advertising, your media releases, logo and public image carefully, and use these tools to catch the eye of the public.

Q - Quick. Respond to the needs of your customers fast. Equally important, let them know you're willing and able to do so.

R - Recommendations. Seek to build sales, first and foremost, by word of mouth. When you're confident that you've earned the loyalty of your customers, ask them to speak highly of you to their peers -- and ask for referrals

S - Surprises. Offer customers positive surprises. Examples: an unexpected discount, a small premium, a thank you note from a manager, or a telephone call asking how a product works. Customers don't forget these actions.

T - Thanks. Always show your gratitude to the people who make your business possible. At every turn, thank your employees, your customers, your vendors, and even the community at large for the contributions they've made to your success.

U - Understanding. Goodwill-seeking businesses observe consumer trends and try to identify the deeply-held needs of customers and prospects. Take surveys. Post suggestion boxes at your place of business. Record informal comments of customers. Scan the professional literature for evidence of changes in buying behavior. And then put into practice the conclusions you reach from your informal research.

V - Value-Added. Your goal: to be sure that every customer receives a bit more than expected for the money paid. How can you add value to your product lines? Through training, perhaps. Or post-sale service or support. Decorative packaging. Assistance during the buying process. Printed instructions. Customers never forget extra value.

Goodwill is indeed an intangible asset. However intangible the term might appear, however, it is based on concrete practices that build customer loyalty. So ask yourself: what are you doing to foster goodwill today? And more important, what else can you do to build goodwill in the days and years to come?