One thing I've found that works is asking them to write down free-form what they value, and then give them the list you've prepared and then ask them to rank.

One thing I've found that works is asking them to write down free-form what they value, and then give them the list you've prepared and then ask them to rank. Unless you're detached from your customer, they should be in similar ballparks, but getting the words they actually use out of them, and then ranking what you had in mind can be powerful for clarifying their thought process (and gives your marketing team the messaging from the horse's mouth).