It is important, when doing business with those of different cultures than us, to be aware of these differences. Each culture is distinct in their customs and way to communication. For example, in the American culture, characteristics of assertiveness is seen as positive; whereas in Asian cultures, it may be seen as disruptive. Another example of a difference between these cultures is the meaning of eye contact. In American cultures, eye contact is seen as confidence and a sign of honesty; However, in Asian cultures, it can mean disrespect.
There are many books on Intercultural Communications, and it addresses why communicating across cultures can be so difficult.
never be pushy. always patient. listen and be humble.
Ignorance. No one takes the time to learn normal business practices in different cultures, which could be different.