The target audience for pure technologies are, as a rule, the representatives of
industrial markets and government structures (B2B market). In recent years, interest in
pure technologies from corporations, utilities, oil and gas, construction and transport
companies has grown significantly. Therefore, in the long term, only those companies
will remain competitive, who are aware the importance of innovation and technology,
so they solve their business challenges and global problems. And it is logical that in
recent years agro-corporations has grown their interest in high-tech methods of doing
business. For example, the phenomenon of Israeli agriculture is the low natural
potential for development of the sector is offset by a high intensity and efficiency of
innovations. Traditional methods of farming are in fact not applicable in this country.
High level of innovation helps to achieve maximum productivity of the industry with
minimal resource costs. At the same time, due to inefficient transfer methods, many
companies that have developed innovative technologies face the fact that it takes
months or even years to take positive purchasing decision, or the potential customer
does not sign the contract at all. In this context, we will outline the main methods for
attracting a new client base of the B2B market and increasing the commercialization
efficiency of innovative technologies (IT) (Fig. 1).
The decision-making process in large organizations, as a rule, is quite complex.
In most cases, a group of narrow-purpose specialists with different experience and
motivation take part in the process of buying a new technology. In this procedure
purchasing managers try to acquire profitability; engineers - high technical
characteristics, quality and simplicity of implementation; safety managers - technology
with low industrial risks. Therefore, negotiating with a diverse and competent buyer,
sales professionals should possess comprehensive information about the product or
service that they commercialize. In order to convince economists, financiers,
engineers, technologists and any other professionals who influence the purchasing
decision, the B2B sales team should not only have in-depth knowledge of the product
itself, but also be able to provide factual information about every aspect of its life cycle.
Therefore, B2B companies are to demonstrate a high level of 1 competence at each
stage of interaction with a large audience of a large organization, it is extremely
important to have experienced specialists in the sales department who can competently
answer any questions from the buyer. For startups, the role of sales managers at the
initial stage can be assumed by their founders, since only they have a complete vision
of the technology created (Noorlizawati, 2015; Jordan, 2010).
In most cases, the price and terms of payment play a key role in the purchase of
new technologies by large organizations. At the same time, non-price factors such as
product quality, maintenance, logistics and timely delivery can greatly influence the
customer's decision. In order to increase the perceived value of the new technology,
companies can add additional services to their offer for specific customers. Companies
- 109 -