By Fasila Alhassan
Chief Executive Officer of Ghana-based Sar Consult, Mr. Saddick Abdul Razack, has urged women bakers and small business owners to treat their customers with respect and professionalism to sustain their businesses.
Speaking at a business training session in Kumasi, Mr. Abdul Razack noted that many entrepreneurs lose customers not because their products are substandard, but due to poor 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 expressed concern over how some vendors delay responses to customers, especially on social media platforms.
“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 advised business owners against judging customers based on their physical appearance. He explained that some customers prefer simple dressing, but that should not determine how they are treated.
“Never judge a customer by how they look,” he advised. “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 added that honesty and reliability are essential for maintaining trust in business relationships.
“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.”
The event, which formed part of the Kumasi Cake Picnic, brought together women bakers and entrepreneurs to learn about effective business communication and customer relations.
Fati Adam, Chief Executive Officer of Inna’s Kitchen, said the training created space for bakers to 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, said she learned how to manage customers and handle business challenges.
“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 handle difficult customers more effectively.
“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 Cake Picnic, organized by Sar Consult, Inna’s Kitchen, and Yummy Bakes, aims to build the capacity of women bakers and small-scale entrepreneurs in Kumasi. It also provides a platform for networking and learning practical customer service skills.
Mr. Abdul Razack said the initiative is part of efforts to promote professionalism and improve the competitiveness of small businesses.
“Good customer service does not only sell your product,” he concluded. “It sells your reputation.”
