Secret No. 3: Values speak more loudly than words.
By recognizing the main value set that drives a client, an advisor can adjust his approach so that a client is more apt to listen. Psychologist Eduard Spranger identified six core value categories in the early 1900s that apply to most people. They are:
Utilitarian. "About 90 percent of [advisors] fall into this category,” she said. People with utilitarian values want to see a return on their actions; they want to know what the payoff is going to be, she added.
Individualistic. They are motivated most by individual success.
Theoretical. If you try to explain why they are wrong, they will bury you with facts and arguments.
Aesthetic. They love beauty and harmony. They want the family to be happy, and aren’t as concerned with how much something costs but with the happiness it brings.
Social. They value philanthropy and legacy most.
Traditional. They are most concerned with family values and religious beliefs.