maverick explains the concept of representational systems and how we all have preferences towards being more visual, audio, or kinesthetic (i.e. hands-on). By understanding these "VAK" preferences, it becomes much easier to determine which preference your prospects and customers have and how you can relate to them better and establish rapid rapport by communicating with them in their preferred system. If you have never heard of this before, then chances are high that you are missing out on relating to 2/3 of your audience's preference and, therefore, you might potentially be rubbing them the wrong way.
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