For translation industry consultant Sarah Pilgrim of Wilsall, Montana, a reputation-building tool has been a half-page ad she's run for years in a trade journal for translators. A signed testimonial in it from someone in business and a credential of having been in business herself for 20+ years gives her high credibility with her target market.

"When translation agency owners read my bio, they recognize name of translation company I founded and sold, which has a good reputation," Pilgrim adds. "When they call to find out more, they can tell I know business. And therefore when I've gone to visit clients it's always been as a paid consultant, with client footing bill."

Whether you use publishing, Internet, advertising, promotional newsletters or media coverage to build a reputation, it takes time. Each piece of visibility reinforces previous effects. With a reputation, you get more inquiries like "Do you do...?" and fewer along lines of "We're looking for a _____ who does..." With a reputation, pre-sale meetings drop to one or zero. E-mail or phone exchanges can suffice. Powerful stuff!