The Art of Selling Cannabis Oil
In order to become really good at selling cannabis oil and products, you need to master the art of stopping to smell the roses.
There’s a lot of talk about cannabis extraction experts as being ‘artists’, but the true art of the cannabis industry lays in the sales and marketing of the final products. It’s cool to think of yourself as a creative or an ‘artist’, but extraction is an exact scientist and we know a lot of PhD’s, MDs, and patients that prefer science over art when it comes to products with pharmacological properties ;)
Our founders have always viewed the marketing and sales process as an art that can be learned and crafted like any other art. Sales has often get a bad rap in the artistic community, but a great sales person and leader can think empathetically about their client or patients needs and artfully communicate the solutions to their needs. We want our sales people to take great pride in what they do and we want to train your sales team to reach their stretch goals and get to the next level.
We believe that perfumers excel at selling their products because they understand and perfected the art of talking and selling with scents. It is our goal to give your budtenders and your brands a new sales method and skills.
Using olfactory anchoring to improve your sales mindset and confidence has been made popular by the man behind the true story of the hit movie, The Wolf on Wall Street. Jordan Belfort or Leonardo Dicaprio in the movie came out with a sales book where he discusses the unique benefits of using olfactory anchoring and how trained himself and his staff to get into the optimal sales mindset. A couple sniffs of cinnamon and citrus may just be all your teams needs to improve their customer service and sales ability.
When sales personnel or marketing are selling cannabis oil they must speak, write, or pitch their products using two voices. The first voice is the technical voice and the second voice is the creative voice. The technical voice provides instant credibility and creative voice is the sizzle that sells the cannabis oil and the future experience.
By training sales personnel to rattle off a list of the key aromatic compounds it creates the illusion of being an expert and opens up the customer or patients to hear the creative voice which paints a picture of the cannabis oil experience and the human elements of branding.
Technical voice validates the salesperson authority and expertise while the creative voice is designed to connect with the emotional centers of the brain and the buying process. The creative voice has a licence to get seductive and passionate when selling cannabis oil.
The technical voice is rooted in science and validated by a third party analytical company. Technical voice doesn’t help the casual cannabins customer, the creative voice provides all the emotions and reasons to say YES! The problem that brands and established marketing firms have is that they aren’t well schooled on the finer aspects of what they should be marketing. This is one of the biggest problems facing new marketers to the cannabis space.
An example of a creative voice is: (Think of the way beer and wine brands describe their growing and processing methods)
Remarkably skunky with sour undertones that will leave your nostrils smelling like a trip to the filling station or a tea tree oil spill in your bathroom. Our Sour Diesel was creating using the whole plant and was grown in the mountainous regions of Trinity County California. Grown by mountain men, for mountain men.
Cannabis growers, processors, chemists and sales executives are more intune with their ability to use their olfactory and creative voice to increase sales. They don’t have superhuman smelling capabilities, but they simply have a better understanding than non experts that are outside of the cannabis industry. Our sales training program will make sure your customer service, marketing and sales teams are become hardwired to using creative voice and engage your customer’s 5 senses.
So much of smelling and experiencing cannabis is about framing and a simple suggestion or description by a budtender could change the way customers and patients view the aromatic properties of their cannabis oil.
The Three Artistic Sales Traits
The easiest way to meet your sales goals in a legal cannabis market is to make sure you hire well rounded individual who show the following three traits.
Observant
Empathetic
Creative
Observant: To be observant one must engage all 5 senses to collect information about their environment and the customers and patients that are coming in and out of the sales space.
Empathetic: Just being observant is not enough. Employees must be able to take the data they collect from being observant and put themselves in the shoes of the customer or patient. Empathetic thinking assures that your brand always puts the customer and patients first.
Creative: Many people believe creativity is something you're born with, but we know it is a mindset that is taught. Creative sales leaders understand the importance of interweaving the emotional and technical elements of cannabis oil to craft a beautiful story that is worth saying YES to. Creativity is painting a mental image in the customers mind. Those that master the three traits will soon find themselves on the good side of their CEO (Creative / Empathetic / Observant).
Choosing the Right Aroma & Terpene Profile:
Educational classes and reflexology sessions are great ways to increase foot traffic to your dispensary location.