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The authors interviewed managers from four regions of the world about how they decide to trust new business partners. During the height of the Pandemic in November and December of 2020, they re-interviewed 21 of those managers and asked them how the Pandemic was affecting their ability to develop new business relationships. Their cultural differences were still active. It's almost impossible to build the kind of trusting relationships that were sustaining their businesses through the Pandemic when only able to meet virtually, as a result of their common experience with having to meet virtually. The authors offer four pieces of expert advice for overcoming the challenges managers have faced in building business relationships.

Although many managers have adapted to virtual meetings to replace face-to-face ones, developing new business relationships online presents a particular set of challenges. Successful relationships are built on trust, so it's important to work around virtual interactions that aren't.