When Brazilians engage service providers, they’re building relationships, not executing transactions. Good service comes from providers you know and trust—”your” lawyer, accountant, doctor, or plumber. This isn’t about convenience; it’s about how service actually works in Brazilian context. Trust is the central evaluation criterion.
Describing a provider as “de confiança” (trustworthy) is among the highest praise. This trust is earned through demonstrated reliability over time—showing up when promised, delivering what was agreed, handling problems honorably. Credentials help establish initial credibility, but real trust requires relationship history.
These relationships often last years or decades. The provider knows your history, preferences, and circumstances. This accumulated understanding improves service quality in ways that new providers cannot match.
When working with Brazilian clients or colleagues around services, understand that they’re evaluating relationship potential, not just comparing bids. Building trust takes time, and relationship capital matters enormously.
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