What is the first thing that flashes into your mind when I ask you to name your company's most valuable asset? Many business owners typically respond with "Buildings, equipment, or cash in the bank."

Maybe you are wiser than the average bear and answered "Our customer list, brand recognition, employees, or our vendor partnerships."

Nowadays, when you take inventory you should put those four items at the top of your list.

During this rough patch of business, the companies who have developed strong relationships prior to 2009 will have a much better chance of surviving - several will even prosper.

Many people have lost faith and trust in our economy (especially in large institutions). During such tough times, price always becomes a bigger factor in purchasing decisions. The perilous part is that if your buyer does not have trust in a vendor, he may not buy at all.