When you were looking for a reliable,honest auto mechanic ,how did you find him?Before you went into that restaurant you recently tried,how did you know that it served great food?If you are like most people on the planet,you want to lower your risk of a big ugly surprise so you asked people you trust to refer to a business they trust. Marketers call this friendtofriend recognition of a business "wordofmouth" advertising. When you do a great job for your customer or a bad job,people are going to talk about your business. Unfortunately,because we humans seem to feel negative emotions more intensively  than positive ones,we're more likely to tell more of our friends about bad experiences with a business than positive ones. Understand this:Customers believe their own experience. You can't make them believe that your company is wonderful when they felt they were treated badly. So,to get positive wordofmouth going for your business in this servicebased economy,you've got to do a really outstanding job for everyone,exactly. And when you do,you build a great reputation  . That takes time. But it forms a close link with your customers in a way that no advertising and no promotional coupon  ever could. The good news is that because there are so many different businesses chasing after your customers' money,people want to know whom they can trust. So people are going to be talking about you create a free sales force for your business---- an army of delighted customers who tell everyone that they know how good your company is to do business with. That's a great antidote   to nonconfidence. What is the main topic of this passage?
A company can rely on its associates to survive. A person should rely on his friends for business. Advertising can make customers believe it's wonderful. A good name will bring you money.