This case describes changes that occurred in the voluntary sales by auction sector in France after the reform of the profession, which took effect in 2002. The interview of Francois Peron - President of the National Board of Court Valuers and Auctioneers of Chattels (2006-2007) - shows how the reform shook French auctioneers who went from a local regulated market to an environment of global competition and how it obliged them to take a close look at their strategic future in the face of global giants. The case study enables students to get a better understanding of how to apprehend the competitive environment of an industry undergoing structural change driven by State intervention and by strong international pressure. Finally, it leads them to identify possible strategic options for players through an analysis of change in the voluntary sales sector.