Simpatico

June 23, 2008 | Written by Richard Funess

Working with partner public relations agencies in South America/ Latin America can be exasperating or exhilarating, depending on one’s fundamental understanding of the people, culture, the accepted local business practices (which are different in each country) and most importantly, on an established simpatico between you and the agency partner. And since simpatico, is a word taken directly from the Spanish language to mean "Sharing similar temperaments or interests, and therefore, able to get along well together" its usage here is very apropos.

Simpatico– always loved that word. I liked the sound of it the first time I heard it in junior high Spanish class and derived the meaning without looking it up in a dictionary. Just got it!While it’s not technically onomatopoetic, since it doesn’t literally sound like the meaning, it did result in creating in my mind and even in my gut too, a feeling of likeability, friendship"being on the same page," if you will.

For me, there’s an inherent quality to simpatico that reflects an emotional tie and not just a surface definition. And the ability to get along with someone and understand them on an emotional level is as necessary to complete a business deal as are the bottom line forecasts and profit margins. When negotiating and working with any foreign agency partners or businesses — there’s got to exist a simpatico between you and the principal of the other agency to make it work!

If there’s simpatico, a "deal" in Latin America can be solidified and locked in by a handshake — the letter of agreement can come later;

Making a point of correcting the "English" of a Latino partner-to-be shows no sign of simpatico, and in fact can be interpreted as a sign of "American" arrogance;

Under estimating the intelligence of a potential partner because of a language barrier is anti-simpatico (an actual word in Spanish);

Having simpatico with a business partner in Latin America reflects an understanding of his or her culture, and the comfort level that results makes negotiating that much easier;

Finally, simpatico with a Latino/Latina business partner imbues trust and will lead to more joint ventures in the future.

While most of the above can relate to all kinds of business dealings in any country, it has a uniquely Hispanic flavor to it —kind of like the difference between ketchup and salsa –they both add flavor, but because of their origins the nuances make all the difference! In dealing with Latin America, the nuances of making a deal, closing it and continuing the relationship, require simpatico as the "special sauce."

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