Because there will be an economic and societal after-crisis, action is the only solution for preparing to come back to “normality”. To accompany brands towards a post-crisis future, we share the vision of Céline Valentin … an expert in asset management and a consultant for acquisitions, transfers and fund-raising. She accompanies entrepreneurs and company directors in their external growth strategies and business transfers. Q&A :

SM: After the electro-shock recedes, what is the post-crisis future for brands and how can they prepare for it?

We cannot yet predict the economic consequences of this never-before-seen health and societal crisis. Our relationship to work and personal and professional interactions will be re-evaluated based on the extent of the damage … To reconstruct themselves and continue to exist, companies must “over- develop” their capacities for adapting with confidence, working locally and emphasizing human links with consumers.

Sandrine Maggiani: What is the best way to begin the reconstruction?

Celine Valentin : Take time to think clearly to adapt yourself:

Act. Yes, but first take time to reflect. Go beyond your emotions or acting too quickly.

Think things over – positively – to construct realistic short and mid-term scenarios and solutions:

Ask yourself questions: What are your vital questions to be able to adapt rapidly and address economic and societal changes:

What makes me stand out from my competitors?
What resources do I have?
What are the obstacles?
What are the solutions?

Whatever the probabilities, imagine scenarios step-by-step to transform them into opportunities. Take into consideration:

The macro-economical context
Evolution of your clients’ behavior and their consumption on a macro- economical level to be able to adapt to a micro level.
Hypothesize about the economic context when the crisis is over and activities begin again
Digitalization is still under-exploited by many companies from small businesses to luxury brands

SM: How can we situate our clients and what actions can we take to create or consolidate links with them and build confidence?

CV: Putting your clients at the heart of your focus and, even moreso, think about the human being behind each client in order to know:

How was this period useful for them?
How will their behavior change in the future?
How can we better serve them to meet their needs
How can we reinstate and consolidate links with customers?

Image Peclersparis

SM: What stakes should be at the center of his decisions?

CV: maintain ties with existing clients, even if the relationship has been temporarily suspended, search for new clients and

Speak with each client to understand and take initiatives in terms of their emerging needs.
Adapt your position to create confidence and be in synch with this new eco-system.
Adopt new ways to work, new technologies and collaborations, even if this requires changing your habits.

image: Peclersparis

SM : How can we manage our crisis communication to come out of this crisis?

CV: Be realistic and maintain humanity. What clients initially need is to be informed about the company’s activity as quickly as possible to not risk cutting off communication or provoking confusion.

Opt for practical information using a warm, benevolent tone.
Propose positive, selfless offers that have meaning for the client’s needs.
Use all communication grounds, but remain pertinent and non-intrusive.

SM: What final advice would you give a brand or company about what they should not neglect in their thinking?

Make choices because we have no other choice.

The most difficult thing will be to confront choices, especially those we fear or those in which we weren’t ready to invest. Those who recover will have made choices, sometimes against their nature, but will have consolidated the future of their activity.

We will continue to share with you the supportive and innovative visions of professionals to inspire you. Our consulting teams are at your side to assist you. Let’s keep in contact

Exclusive collaboration: Maison&objet x Patricia Beausoleil