Chief Executive Officer of Sar Consult, Saddick Abdul Razack, has advised women bakers and small business owners to treat their customers with respect and professionalism to grow their businesses.

Speaking at a business training session in Kumasi, Mr. Abdul Razack said many entrepreneurs lose loyal customers not because of poor products, but because of bad customer service.

“It is more difficult to keep an existing customer than to get a new one,” he said. “Take your customers seriously so that they will love and defend your brand.”

He observed that some service providers often delay responding to customers, especially on social media.

“When customers contact you through WhatsApp or Facebook, do not keep them waiting for days,” he cautioned. “Some people set automatic replies saying they will get back soon, but never do. That is poor customer service.”

Mr. Abdul Razack also warned business owners against judging customers based on their appearance. He explained that some people prefer dressing simply, but that should not determine how they are treated.

“Someone dressed casually could be the person who changes your business forever. Many people visit shops in disguise to see how staff treat others.”

He further reminded bakers to always meet their deadlines and be honest about what they can deliver.

“If you know you cannot meet a deadline, do not take the order,” he said. “Customers’ expectations should always be met because they can make or unmake your business.”

At the same event, Fati Adam, CEO of Inna’s Kitchen, said the Cake Picnic has helped bakers share ideas, experiences, and challenges.

“It is important for us to come together, share knowledge, and help one another, especially women who are trying to grow their small businesses,” she said.

One of the participants, Dr. Yoshana Adjei, described the training as a good platform for learning and networking.

“I learned a lot about how to manage customers and handle challenges while keeping them satisfied,” she said.

Another participant, Zainab Yunus, said the session taught her how to manage difficult customers.

“We learned about the LAST method — Listen, Apologize, Solve, and Thank the customer,” she explained. “This will help us improve our businesses and keep our customers happy.”

The event, organised by Sar Consult, Inna’s Kitchen, and Yummy Bakes, aimed to equip bakers with practical business communication and customer service skills.

Mr. Abdul Razack said such capacity-building initiatives are part of efforts to promote professionalism and help small businesses in Kumasi thrive.

“Good customer service does not only sell your product,” he said in closing. “It sells your reputation.”