WHEN SHOULD I INFORM WHOM?

Business Sale: Why Communication Begins Only After Closing
Selling a company is a strategic milestone with far-reaching consequences for employees, customers, partners, and public perception. One aspect is particularly crucial yet often underestimated: the timing of communication.

In practice, communication happens only after closing. While trust and transparency are essential, communicating too early risks far more than uncertainty. Employees may become unsettled, customers might defect, competitors could exploit the situation, and the deal itself could be jeopardized if confidentiality is breached.

Therefore, communication follows a clear, jointly agreed plan with the buyer—strategically planned and tactically precise.

1. Leadership First – Immediately After Closing

The extended leadership team is informed first. They are key multipliers who help carry the change internally. Their early involvement builds confidence—especially during transition phases.

2. Transparent Employee Engagement

Immediately after leadership, the workforce is informed. This phase is about openness, guidance, and reassurance. Clear communication about what will change—and what will remain the same—eases fears and maintains motivation. A factual, respectful approach at eye level is crucial.

3. Targeted Communication with Business Partners

Core clients, suppliers, and strategic partners are proactively informed after the internal announcement. Individual conversations and personalized messages replace mass communication. The central message: continuity, reliability—and future perspective.

4. Public Relations: Controlled Rather Than Reactive

Press outreach happens last—but not as an afterthought. A well-prepared communications strategy ensures public perception is not left to chance. Actively managing external messaging protects reputation—and guards against speculation.