If You’re Not Selling to Budtenders, You’re Doing It Wrong
Targeting the right people along the supply chain, as opposed to focusing on the end user, is an essential part of gaining market share in a highly-competitive retail environment. When it comes to cannabis producers and manufacturers, if you’re not thinking about selling to budtenders, then your sales strategy is missing a critical component. Industry data and market research company Brightfield Group recently conducted its second annual survey of hundreds of retail workers in Canada to determine “ What Drives Budtenders .” The findings are based on comments from 482 budtenders who shared what they consider when recommending brands and products to customers, as well as what information brands can provide to help budtenders succeed in their roles. “We found that budtenders are influencing more than 50 percent of people that walk into a dispensary,” said Bethany Gomez, managing director at Brightfield Group. “We talk to consumers about their brands [of choice], what they care about, a...