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Before presenting the values of financial planning, it is imperative to understand the client's personal values and priorities. Some individuals place great value on business succession, some on parent-child relationships, and others on charity involvement. Tan discusses how, to build rapport and break barriers, advisors are better off sharing the value of their services based on what is important to the client rather than enumerating all their capabilities. Through this technique, the client is able to share more stories and insights, which makes fact-finding easier.