The Joint Effort: When Brands & Budtenders Roll Together
In cannabis retail, sell-through rarely happens due to branding alone. Sell-through is a joint effort between brands and Budtenders. Budtenders act as the face of the brand in-store, helping translate product knowledge into recommendations that resonate with customers. What actually ends up in a customer's basket is often determined by their ability to explain formats, answer questions on potency, and guide customers through the purchase.
Budtenders are more than just retail staff; they’re trusted advisors and educators. For many customers, especially those who are new to cannabis, the Budtender is the most reliable source of information.
At the same time, brands play an important role in setting Budtenders up for success. In a market flooded with SKUs, information makes all the difference. In-store marketing assets, sell sheets, education decks, and samples all help Budtenders quickly understand what makes a product different and fit for a specific type of consumer. When those pieces are in place, the conversation at the counter becomes much easier.
Trust Drives Sales
The moment a customer walks through the door, their experience begins with the Budtender's greeting. A genuine interaction sets the tone and helps build trust, which is the foundation for any recommendation that follows.
How much influence do Budtenders have on customers? In an ADCANN article, 71% of customers choose to shop in person, and the vast majority of those shoppers go through the Budtender touchpoint to potentially receive a suggestion. Of that 71%, 53% of in-person shoppers do not know what to get, leaving them open to guidance.
A few small things can make a big difference when it comes to building trust with customers:
Ask a couple of quick questions first. Understanding experience level, tolerance, or what kind of experience they’re looking for helps guide the recommendation.
Explain the “why” behind a product. Customers respond well when they understand what makes something a good fit for them.
Share real insight. Whether it’s personal experience or common customer feedback, specifics make recommendations feel more genuine.
Keep it simple. Not every customer wants a deep dive into terpenes or genetics; sometimes, clear, approachable explanations are the most helpful.
When customers trust the person behind the counter, they’re far more likely to try something new. Over time, those conversations build relationships that turn a first-time purchase into a repeat customer.
Education Multiplies Revenue
Confidence plays a critical role in a Budtender's ability to recommend products. The more knowledge they have, the easier it is to guide customers toward the right choice.
Education gives Budtenders the confidence to speak about a product clearly and honestly. It also helps them quickly connect the right product to the right customer. And while online training modules have their place, the most effective education is often interactive and engaging.
There are several ways brands and retailers can support Budtender education:
In-store brand rep visits
PK sessions
Sampling opportunities
Sales training through the retailer
When Budtenders understand a product and feel comfortable talking about it, recommendations happen naturally.
Sampling Creates Authentic Recommendations
Firsthand experience adds an entirely different level of credibility. When Budtenders can describe effects from personal experience, their recommendations feel authentic.
In Tether’s annual Budtender survey, 100% of those surveyed say sampling helps them make better recommendations. The closest thing to trying a product yourself is hearing from someone who has. That enthusiasm translates directly into more confident conversations.
The Power of Relationships
Budtenders are the connection point between brands and consumers. They shape the in-store experience, influence purchasing decisions, and help customers discover new products.
Brands that invest in Budtender education, provide meaningful retail support, and create opportunities for hands-on learning build stronger relationships at the store level, and ultimately see stronger sell-through.
Great brands and great Budtenders work together.
Budtenders, check out sampling opportunities in your area here. Brands, contact Debra Dias at ddias@marigoldpr.com for retail engagement opportunities.
