Brazilian commercial trust is built through knowing people, not through credentials or contracts. A certificate tells you what someone has officially achieved; working with them tells you who they actually are. Over time, you see how they handle problems, whether they keep commitments, how they behave under pressure.
This accumulated experience creates trust that no document can provide. Brazilian businesspeople prefer suppliers and customers they’ve worked with before, or who come recommended by people they trust. New relationships start with limited trust—you’re unknown, so caution is appropriate. Each positive experience builds trust; each failure damages it.
When Brazilians ask about references, they want to talk to people who know you personally, not just read letters. Your reputation lives in the network of people who’ve experienced you directly. Protect it.
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