Networking across borders is not always easy. Many people know they need to network to grow their business, but feel uncomfortable or unsure where to start. Over the past 30 years, I’ve worked with entrepreneurs across the world—spending eight years based in the Middle East, over 15 years with the Global Entrepreneurship Network, and now leading an international group of businesswomen through Coco Global, part of the Women in Business Network (WIBN).
One thing I’ve learned: successful global networking is never about selling—it’s always about building strong relationships. Relationships can flourish anywhere, but they are rarely built in the same way everywhere.
Networking across cultures demands curiosity, patience, and flexibility. What works well in London may fall flat in Dubai, Delhi, or Cape Town.
Here are a few lessons that have stood the test of time:
1. Learn the Basics of Language and Etiquette.
You don’t need to be fluent in every language, but learning simple greetings, phrases, and gestures shows real respect. A few words in Arabic, French, or Hindi can open more doors than you’d imagine.
Similarly, understanding local etiquette matters. In some cultures, exchanging business cards is a formal ritual; in others, it’s far more casual. In some places, a handshake is standard; elsewhere, a nod or a hand on the heart conveys more respect.
Tip: Before a meeting, spend 10 minutes reading about local customs. It’s a small investment with a big return.
2. Respect Different Concepts of Time.
One of the biggest cultural differences is how people view time.
In some cultures, punctuality is a sign of professionalism. Meetings start and end on schedule. In others, flexibility around time is more common—and trying to rush things can be seen as rude.
Instead of getting frustrated, adjust your mindset. If things move more slowly, use the time to build personal rapport. If things move fast, be prepared and organised.
Tip: Always ask in advance what the expected structure is. “How long should I allow for this meeting?” is a great neutral question.
3. Build Relationships Beyond Business.
In many cultures, business relationships are built on personal relationships first.
Small talk isn’t small—it’s the foundation of trust. Asking about family, interests, or recent celebrations isn’t being nosy; it’s showing that you care about the person behind the professional role.
Tip: Find common ground. Food, sports, music, and family are universal conversation starters.
4. Be Patient and Persistent in Global Networking
In international work, things often take longer than expected. Building a strong network, closing a deal, or even getting a decision can require more follow-up and more trust-building than at home.
Patience shows respect. Persistence shows commitment.
Tip: Follow up thoughtfully. Reference previous conversations, offer helpful resources, and keep showing up. Relationships grow with consistent, genuine effort.
5. Stay Humble and Open When Networking Across Cultures
No matter how experienced you are, cultural misunderstandings will happen. I’ve had my share—especially early in my Middle East experience.
The best approach? Apologise if needed, laugh with (not at) yourself, and stay open to learning.
Tip: If you’re not sure whether something was appropriate, ask trusted local colleagues for feedback. It shows maturity and respect.
6. Celebrate Cultural Differences to Build Stronger Relationships
Too often, people try to emphasise “we’re all the same” when building cross-cultural relationships. While good intentions are behind it, it can overlook the richness of different experiences.
Acknowledging and appreciating cultural differences—rather than glossing over them—builds real connection.
Tip: When someone shares something about their culture, lean in with curiosity. “That’s fascinating—tell me more,” is a powerful relationship-builder.
In today’s connected world, building relationships across borders isn’t optional—it’s essential. And it’s one of the most rewarding parts of doing business.
Leading my WIBN Groups (online and offline), and working with individuals and organisations, I see every day how powerful it is when individuals come together from different countries, backgrounds, and industries—and find common purpose through respect, openness, and collaboration.
Wherever you are in the world, the skills that matter most are timeless: listening, empathy, humility, and the courage to connect.
I’d love to hear: what’s been your biggest lesson or tip when working cross-culturally?
Elaine Gold
The calm voice in the noisy networking space