Harnessing cultural intelligence (CQ) to achieve international success with your customers What strategies are you implementing to build trust and rapport with your international customers? How are you addressing cultural differences to strengthen relationships? Are you adjusting your sales approach with a global perspective to build trust? Understanding and embracing the cultural differences between countries, organizations, and individuals is vital to creating a thriving business as you expand geographically into new markets. By improving cultural intelligence (CQ), your business can foster better relationships, increase operational efficiency, and gain a competitive edge.