This it is a very important operative subject for the enterprise management. The clients choose to the most reliable companies. How many times you have paid a little more by an outstanding product although one is a fish (the fish do not have mark)? How many times you went to the shutdown of a certain transport simply because he happens followed more or because more emptiness comes? In the previous examples the client is decided by the expectations that she has on tal o cual company. This expectation is based on the perceived value. And the client chooses projecting the confidence and hoping that the tendency stays, because nobody can assure to him that the fish is better or than the transport it arrives before.

To gain the confidence of the clients costs much, on the contrary to lose it, very little. To become a name, to construct a mark or to become the fame of high quality are the result of an enterprise management that operates deeply, becoming jumbled in the community where it operates, the own culture gives the industralist, the attitude of the personnel, the normalization, the application of processes and the quality control. In niche markets where they do not operate reputation companies, with well-known marks (except which they know by recommendation mouth mouth) the first contact that it has the potential client with the company is through publicity, promotion or of the same product. Then the potential clients interested in our products will contact themselves with our company as previous step to the purchase of the product or service. That moment is key, is decided often the purchase there. There is not one second opportunity to give good a first impression. Enterprise management in the zone of contact the answer of the service to the client often is evaluated by the potential clients before contracting a service or to buy a product.