An award-winning Sussex finance expert is urging independent factoring companies to step up their marketing.

David Thomson of Haywards Heath-based Metropolitan Factors gave the advice after a survey revealed small businesses dissatisfaction with High Street banks.

He said with confidence in banks so low there was an opportunity for independent factors to win customers.

The quality of service provided by Britain's banks is at its lowest level for four years, according to a survey conducted by The Forum of Private Businesses.

The forum said a dependency on call centres and a lack of staff able to make decisions quickly had affected service.

Its annual study found the overall performance of the banks had slumped to 1996 levels.

More customers considered changing banks than in the last FPB survey two years ago.

The British Bankers' Association, which represents all the major banks, said:

"Banks will be taking the findings seriously and will be comparing these to the results of their own extensive surveys conducted with their small business customers."

Mr Thomson, managing director of Metropolitan Factors, which took the trophy for best small business at the Sussex Business Awards, said the results of the forum survey confirm what independent factors already know, that the majority of firms are dissatisfied with bank charges.

"Our experience is that many are also dissatisfied with the service they receive from the banks.

"The massive swing away from conventional bank overdrafts to factoring by small businesses keen to improve cash flow and raise capital finance has led to many banks offering reduced charges to tempt customers into using their subsidiary factoring companies.

"However, once the honeymoon period is over it appears that the real price of their cheaper deal is often inflexible, impersonal and disappointing service."

Mr Thomson, who worked for one of the bank-owned factoring companies before taking over at business cash flow specialist Metropolitan three years ago, believes independent factoring companies should be doing more to publicise their services.

"I know from personal experience how some businesses using bank-owned factors are squeezed into service options that suit the factor rather than the customer.

"My company makes a point of ensuring clients benefit from regular contact with decision-makers and that we have the expertise to understand our clients' businesses plus the enthusiasm to maintain an active interest.

"The service offered by independent factors may appear indistinguishable from bank factors until you scratch the surface and put them to the test. That's when it becomes clear the independents are in a position to provide a far more personal, friendly and cost-effective package."