High-profile business leaders such as Andy Bond, the chief executive of Asda, Jan Fletcher, the chairwoman of Montpellier Estates, and John Anderson, the regional director of BT, are urging companies to seize opportunities presented by the economic downturn.

They are keen to work with companies in a practical way and want to share their secrets for long-term business success.

Rosie Winterton, the Minister for Yorkshire and Humber, recruited nearly 30 leading business people to act as Business Ambassadors and said they would use their business knowledge and experience to help other businesses and support the region's inward investment plans.

The Ambassadors also want companies to consider seeking advice from the publicly-funded Business Link service.

In an open letter to business, they said: "Having successfully survived a number of recessions, we have pooled our experiences to identify what we believe are priorities for Yorkshire's businesses.

"A big issue for many businesses right now is cost cutting – and training budgets are often the first to go. But it is a false economy.

"Even in these difficult times, there are real opportunities we should seize.

"In many businesses, it may be easier now to release staff for training. Larger businesses could strengthen their supply chains by developing training in partnership with suppliers.

"Marketing needs to be more focused and with it the pursuit of excellent customer service. Good and timely financial information is vital, particularly daily cash reporting.

"All of us recognise that there are businesses doing well and still new opportunities even in difficult times.

"There is funding and support to help innovate and develop products and services, as well as find new export markets.

"We would urge businesses to make use of the free and flexible support available to them. The initiative Train to Gain has been extended to cover most employees in job-related skills and apprenticeships are a cost-effective way to train people.

"We all need to maximise every opportunity."

Other signatories include: Richard Gregory, the chairman of Yorkshire Bank; Mark Andrews, the chief executive of NG Bailey; and Gordon Bridge, chief executive of Aesseal plc.

Ms Winterton recruited the Ambassadors last summer following the Yorkshire International Business Convention.

She said: "I am extremely grateful for this commitment by the Business Ambassadors to support the region in whatever way they can.

"A number of Ambassadors want to pool their experiences of having successfully survived a number of recessions to help other businesses in the region.

"They are particularly keen to stress the importance of continuing to invest in skills through the downturn.

"They are also urging businesses to use the free support available and to contact Business Link to maximise every opportunity.

"Other Ambassadors are keen to support us in our plans for inward investment and promote the region as a great place for business both nationally and internationally.

"My priority as regional Minister is to work with regional partners to ensure businesses and the wider community have the help they need to get through difficult times."

Company directors who want to find out more can contact Business Link on www.businesslinkyorkshire.co.uk or 08456 048 048.

AMBASSADORS WHO SIGNED THE LETTER

John Anderson, Regional Director – Yorkshire and The Humber Region, BT

Mark Andrews, Chief Executive, NG Bailey

Alan Blackwell, Principal, Craven College

Andy Bond, President & CEO, ASDA Stores

Gordon Bridge, Chief Executive, Aesseal

Nick Cragg, Chairman, Nicholas Associates

Jan Fletcher, Chairman, Montpellier Estates

John Foster, Managing Director, Fosters Bakery

Richard Gregory, Chairman, Yorkshire Bank

Julie Hanson, joint Managing Director, Brahm

Julie Kenny, Managing Director, Pyronix

Ian McIntosh, President, AAK UK

Michael Oughtred, Senior Vice President, Yorkshire and Humber Chambers of Commerce

Andrew Palmer, Regional Director, CBI Yorkshire and Humber

Nimble Thompson, Regional Chairman, Institute of Directors

Neil Turton, Chief Executive Officer, Nisa-Today's

Graham Ward, Chief Executive, Stockbridge Technology Centre Ltd

Brian Whittington, Dean of Leeds Business School, Leeds Metropolitan University

Margaret Wood, Managing Director, ICW (UK) Ltd