Evaluating your small business goodwill when considering sale of your enterprise means going beyond the usual questions about equipment, inventory and fixtures. In this post, broker Bob Hughes reviews some of the things that go into calculating goodwill. They include things like the business's reputation, contact information, logos and trademarks, customer and vendor lists and lots of other factors. But mostly all of these have one thing in common. They are all related to the amount of revenue your business generates, an indication of what it may generate in the future.