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3 Truths About Running a Dispensary

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I have a confession to make.

Most dispensaries are a bore.

Their budtenders are lackadaisical.

Their stores are generic.

Their ads are pushy.

No wonder most don’t make any money.

It’s time to share a secret that changes everything.

And I’m going to do it right now.

You see, most dispensaries approach marketing all wrong:

They think it’s about:

  • Being all things to all people.
  • Discounting and special offers.
  • Selling themselves.

But the truth is, that doesn’t create customer loyalty, drive revenue, or boost margins.

So, what’s the secret to success?

It’s really kind of simple:

BE KNOWN FOR SOMETHING

Most dispensaries look and feel the same.

Same products.

Same pricing.

Same bored budtenders.

This is one of the big reasons why dispensaries get mediocre results.

So realize this…

The key to a prosperous dispensary today is to BE KNOWN FOR SOMETHING.

Being known for something gives the dispensary a clear identity.

It helps attract and retain customers.

It contributes to long-term success in a marketplace.

Cannabis consumers want products relevant to them.

They want selection relevant to them.

They want expertise relevant to them.

So, instead of being generic and trying to appeal to everyone, consider thoughtful options:

Sell edibles only and claim that position as the leader in your community.

Provide the widest selection of high potency flower.

Be the Home Depot-like mega store.

Claim your niche in your community. The sales will follow.

HELP PEOPLE BUY

Most dispensaries think the name of the game is selling.

They’re wrong.

Here’s something I’ve learned over the years…

No one likes to be SOLD something.

Everybody likes to BUY something.

Too many dispensaries focus on selling rather than helping people buy.

Don’t make that mistake.

Focus your entire operation on helping people buy.

Train your budtenders how to ask questions to determine customer needs.

Teach them active listening skills.

Make sure your team is enthusiastic, upbeat, and displays a positive attitude.

Provide detailed POS signage and include strain name, type, available weights, potency analysis, terp profile, and recommended dosing.

EVERYTHING in your store should focus on helping people buy.

Customers like to buy things.

Help them buy. Your cash register will go “cha ching.”

USE THE ASK METHOD

The key to growing sales at your dispensary:

Understand your customers.

How do you do that?

Ask them questions.

Email them a post purchase survey.

Survey them at events.

Survey them at your store.

Surveys help you understand your customers.

They help you identify pain points.

Customer feedback improves your products and services.

Asking customers what they want helps build loyalty.

And if you properly apply what you learn, you’ll make a ton of money.

Too many dispensaries assume they know the desires of their customers.

We call those dispensaries “broke.”

Don’t assume you know what people want.

Ask.

CLOSING THOUGHTS

Dispensary marketing is about connecting with people.

Clearly identify your target audience.

Provide value to them.

Serve them.

Ask them what they want.

Remember, people don’t want to be sold to.

They want to buy.

Help them buy.

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