When Brazilians need a service provider, the standard approach is asking within personal networks: “Do you know someone good?” The recommendation from a trusted person carries weight because it transfers some of the recommender’s reputation to the provider. Networks function as quality filters. A provider who has served others in your network successfully has demonstrated reliability that credentials alone cannot prove.
This collective experience validates quality more than advertising or anonymous reviews ever could. For providers, reputation in networks is crucial professional capital. Good service generates referrals; poor service damages reputation in networks you cannot fully see.
This creates accountability extending beyond individual transactions. If you’re providing services in Brazilian markets, understand that network position matters enormously. Cold outreach and advertising are less effective than building relationships that generate recommendations. Each client is connected to potential future clients—how you serve one affects your standing with others they know.
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