The third tier is designed to simplify the business process and can be split into three categories:
A. Values enhancing client efficiency and productivity: This involves time-saving, effort reduction, and transparency.
B. Values enhancing product convenience and accessibility: Readiness for use, a wide range of choices, high availability, and configurability.
C. Relationship-building values between entities such as industry expertise, cultural compatibility, stability, responsiveness, and loyalty.
Within this tier, distinctions are made between operational and strategic values:
Operational values comprise integration, systematization, simplification, and connectivity.
Strategic values encompass flexibility, risk reduction, fortification, and component quality.
These company and product attributes touch not only on rational considerations but also impact the emotional decision-making process. It's an open secret that even in large corporations and conglomerates, decision-makers' emotions play a role in vendor selection. After all, decision-makers are humans, and being entirely impartial is a tall order.
If a product can be seamlessly and swiftly integrated into a company, smoothly meshes with other system components, and is supported by an empathetic and patient service team, then the likelihood of opting for such a product is extremely high.