Influence tactics and performance: Does simpatia help or hurt salespeople?

2026. European Research on Management and Business Economics.

L Valenzuela-Fernández, JF Jaramillo, N Janakiraman, J Bullemore-Campbell.

Abstract:

Influence tactics (ITs) are a crucial tool used by salespeople to persuade prospects and boost sales performance. This study examines the effect of influence tactics (ITs) on salesperson performance and the moderating role of simpatia in this relationship. A meta-analysis of 18 studies (N = 5187) and a field study with 230 salespeople in Chile were conducted to evaluate how different IT categories—rational, emotional, and coercive—affect performance outcomes. The findings indicate that the ITs-performance relationship is influenced by whether the salesperson employs rational, emotional, or coercive IT tactics. The effect of coercive tactics on performance is insignificant when salespeople use threats or personal appeals. Rational and emotional ITs, as well as promises, positively impact sales performance. Both rational and emotional effects ITs on performance are moderated by simpatia, an important yet understudied characteristic of Hispanic salespeople. Simpatia enhances the impact of emotional ITs on salesperson performance while reducing the effects of rational tactics. These findings help resolve previous inconsistencies in the IT–performance relationship by showing that tactic effectiveness depends on both its nature and the cultural-interpersonal context. Therefore, this study makes novel contributions to literature by identifying simpatia as a key factor in persuasive dynamics in sales. In practice, the results provide actionable guidance for salespeople and managers, encouraging them to adjust their influence strategies not only based on the type of tactic used but also on the cultural traits of their salesforce.

Palabras claves: Influence tacticsPersuasionSimpatiaSales performance

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