Brilliant question Michael! People tend to like people who are like them. Different words mean different things to different people. Beautiful and pretty seems to be the same thing, but to different people they mean different things. One of the most seamless ways to build report is to use the same key phrases as the person you’re talking to, however this extends way beyond language use. It is essentially about tailoring and hyper personalizing the the client experience instead of just treating everyone the same way.