The International Lawyer Coach has an excellent post, entitled, Global Rainmaking Tips: Pointers on Developing Clients Abroad. [Link no longer exists] Though the post is geared toward international lawyers, its advice applies to nearly everyone trying to globalize their service business.
My favorite takeaway:
Lastly, having a general interest in other cultures really enhances global rainmaking. Prospective clients can sense whether a lawyer is genuinely interested in them and their culture—or is just trying to get the economic benefit of their new business.