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Interim Management Providers must work harder…..

Paul Wilson, Managing Director of Aster Interim Solutions believes that interim management providers need to work harder on their marketing skills for the sake of their sector as a whole in order to take full advantage of this expanding market.

He states “I often attend networking events/meetings and I am regularly asked what my company does. There tends to be a respectful silence when I state “We provide interim managers”. Indeed even senior executives of companies ask, “What is interim management”. I get asked the question so often that it has caused me both embarrassment and caused me to re-consider our marketing policy and how best to approach our potential customers.

All statistical evidence points at a growing interim market sector where skilled senior interim executives are making a significant difference to client businesses the length and breath of our land, yet this growth seems to be coming in spite of the relevant immaturity of the interim management sector. Imagine what could be achieved if we were able to get our message across to the senior executives of the majority of the UK’s companies”.

Wilson continues, “We have cause to re-examine our marketing strategy. However I believe the onus is on our industry as a whole to make this sector more ‘visible’ to its potential clients. Some interim providers/organizations have already shown the way forward with their award schemes, training courses, strategic alliances with and sponsorship of trade organizations, but I still believe we need to ‘shout our message’ out louder.

We need to connect more with business at their embryonic stages, make relationships with business schools and offer the venture capital market place something other than just a financial skills service.

Our own company has partnered with the Cranfield School of Management Alumni
organization in an effort to increase awareness of interim management as both a career option and a service. However, this is just the beginning and we intend to increase brand awareness over the coming months with a number of marketing initiatives designed to appeal to the mass market.

About the Author: For further information contact:-

Paul Wilson
Managing Director
Aster Interim Solutions Ltd

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