A typical list might look something like this:

1.Not interested in small jobs or small clients 2. Significant local presence 3. Lots of experience 4. Financially stable/solid 5. Expensive 6. High-quality vendor 7. Trustful 8. Difficult to deal with 9. Good product knowledge 10. Innovative,willing to come up with new solution(for a price). Openly, this is a mixed list, as virtually any company's would be. The question is how to use your proposals to capitalize on the positives and to minimize or overcome the negatives. One of the negatives on the list is the fact that customers notice your company to be expensive.