Elroy just finished a meeting with a group of investors. He wants them to invest in his internet business so that he can expand it and hire a team to develop the business. He addressed them formally, avoiding friendly words at first because he knew he had to develop a relationship first. His strategy for developing the relationship was to gather information about each investor by observing their body language, and evaluating their responses to different words after that. Then using that knowledge, he spoke in a friendly way.