TOUGH talking leaders of 16,000 small businesses in the North West issued a "pull your socks up" message to regional organisers of government support and advice services.

"A great deal of effort and money is put into supporting small businesses," Charles McKeown, regional policy chairman of the Federation of Small Businesses, told a conference on Merseyside. "But an unacceptable proportion of this effort has been off target in the past."

Mr McKeown was speaking at a conference organised by the FSB which brought together senior figures from the North West Regional Development Agency, government agencies, local authorities, banking and education.

It focused on the findings of a national FSB survey showing poor support for government-funded business services. Only a small proportion of North West FSB members were satisfied with the usefulness of the business advice provided.

"To be blunt, much of what is currently presented is in written and spoken language that our members find hard to penetrate," said Mr McKeown. "Less jargon and less big business peak, please."

He added: "I believe there has never been a better opportunity than now exists to make the changes needed."

Mr McKeown stressed the key role small businesses will play in boosting employment in the region.