1. What are the major differences Charles will encounter between a B2B selling environment and a B2C environment? Charles Renner has been considering the implications of senior management's new growth strategy. As head of sales for Integrity Building Supplies, he had been responsible for a sales force of more than 300 salespeople that sold building supplies to contractors and large developers around the country. He, and more important, his sales force, knew how to sell the company’s products and services in a business-to-business setting. They had a great reputation in the home building business and for many contractors Integrity had become their supplier of first choice for many basic building supplies.

Senior management at Integrity, however, had determined there was a real opportunity for company growth by creating a retail (business-to-consumer) channel to target the homeowner wanting to take on home repair projects. The managers believed that they could not compete directly with Home Depot and Lowe's on price or selection but they could compete successfully on service. Charles agreed that the home do-it-yourself market was huge and Home Depot and Lowe's often did not provide adequate postsale service or guidance to individuals wanting to take on these kinds of projects.