Sales Training
Let’s be honest, selling cannabis isn’t just about pushing product. It’s about understanding "Why". First thing you need to learn is the "Why" isn’t something you can touch or measure. It’s more like a feeling, or an energy. It is the reason why someone would drive past the competition, and spend a few extra bucks, just to buy from you. It’s not always logical, but it is one of the most powerful tools in any retail environment.
Your job? Tap into that. Make them feel it. Sometimes it’s the connection with you, sometimes it’s the quality of the product. But if you nail the "Why", they won’t bother shopping anywhere else.
Who?
First things first, you’ve got to figure out who you're dealing with. Medical patient or recreational? Is this their first time walking through your door or are they a regular?
If they’re a regular, pull up their profile. Check out what they’ve bought before. Ask them how they liked it. Did it help? Did they enjoy it? This gives you control. You’re now in the driver’s seat to either recommend something they already love or introduce them to something new. If they’re a first-timer, ask them what brings them in. Simple. Listen to their answer. Don't just assume—you’ll get better at figuring out what they need the more you engage.
What?
The what is the meat of the conversation. What do they want? Why are they here today? You’re not just a cashier—you’re a guide. Maybe they’re looking to chill after a long day, or maybe they need something to knock out chronic pain. Whether it’s sleep, pain, or just having a good time, once you know their goal, you’ve got your answer.
If they come in asking about products—pre-rolls, edibles, whatever—use that as your entry point. Funnel down based on what they’re trying to achieve. If they come in asking for a feeling—help with sleep or pain—work backward and suggest the product that fits the bill.
Then, figure out how much they want to spend and how much they need. That’s your opening to make a solid recommendation, whether it’s their go-to or something fresh off the shelf. And if they need more time? No problem—start showcasing.
Where?
Here’s your chance to remind them where to shop—and it’s all about showcasing. You’ve got the “Who” and the “What,” now use that info to guide them toward a new product or category. Maybe it’s a personal favorite of yours, or maybe you steer them based on customer reviews.
Try the rule of 3: If they ask for one strain, show them two more. Maybe something similar in profile, one that’s a bit pricier, or maybe a deal you’ve got running. The point is to curate the experience based on who they are and what they want.
This is also the perfect time to educate. Talk terpenes, break down CBD, and highlight other products that might make their decision easier. They’re looking to you for guidance, so honesty is your ace card. Build that rapport, and selling the “Why” becomes second nature.
When?
Now, let’s talk about the “When.” This is your chance to remind the customer how much they’re saving by choosing you today. Before you wrap things up, go over the reward points they’ve earned, any sales they’re benefiting from, and what they could score in the future.
This part is crucial for selling the “Why.” It’s not just about what they’re buying right now—it’s about reinforcing that they’ve made the right choice by coming to you. Tell them how much they saved today compared to the competition (You can find this info in your stores Cannabis Market Summary), and what kind of perks they’re stacking up for next time. Maybe it’s discounts on future purchases, special offers, or exclusive access to products. This taps into the long game, making sure they see value every time they come in.
“When” they shop with you, they’re not just getting a product—they’re getting value, rewards, and a better overall experience. Tie that into your conversation, and you’ll sell the “Why” without them even realizing it.
Why?
Now for the hard truth: Cannabis is everywhere. The products? They can get them at a dozen other spots. What sets you apart is the experience you provide.
Every interaction is a chance to turn a first-time visitor into a regular. Some guests might take longer to close a sale, others might know what they want right away. Either way, you give them your full attention every time. The goal? Make sure they leave just a little happier than they came in. That’s how you control the experience. Even if they show up in a bad mood, you have the power to flip the script—That’s the "Why".