MANY small businesses are simply not achieving their full potential, according to a leading expert.

Bosses have competing ideas of where their business should be heading, sales staff each have a different way of trying to win customers and managers are hopeless at communicating.

The result is that firms stagnate, staff leave and customers go elsewhere.

That is the view of business advisor Paul Latham, who shared his ideas during a breakfast seminar for business people at the Blunsdon House Hotel.

Mr Latham is an advisor with business development firm Tenon.

About 80 small business managers from the Swindon area attended yesterday's gathering, which was organised by Tenon, Definitive Consulting and Newsquest, the publishers of the Evening Advertiser.

Mr Latham says the key to business success is remaining focused.

He believes that if one takes any five managers, asks them to write down what they believe are the five most important priorities for the business, the chances are that 25 different points will be suggested.

He said: "This shows a lack of clear direction about what you are selling.

"Too many businesses either oversell, and don't deliver what they have promised. Or they over-deliver, and do too much for what they are being paid."

He said that one way companies can achieve better profits is to ensure that all sales staff are singing from the same hymn sheet.

The magic ingredients to achieving success in the marketplace have changed over the years, according to Mr Latham.

He insists that the keys to success in today's business climate are branding, creativity and design.

Darren James, managing director of Definitive Con-sulting, also had some advice for managers.

He finished off the morning with a warning to bosses who cannot control their tempers.

"Some bosses think if they shout at employees long enough they will work hard.

"But they won't. They will become disillusioned and leave."