In the highly competitive cannabis industry, standing out in dispensaries is no easy feat. Budtenders play a pivotal role in buying, often acting as the gatekeepers between brands and consumers. A well-informed and enthusiastic budtender can make all the difference in ensuring your products get recommended—and ultimately purchased. But how do you ensure budtenders are aware of your brand and genuinely excited about it?
One creative and effective solution is employing secret shoppers.
Secret shopping isn’t just a tool for feedback—it’s a strategy for education and engagement. By pairing this with a thoughtful follow-up sales call, you can maximize its impact and ensure your brand stays top of mind.
Why Secret Shoppers Work
Secret shopping allows you to gather real-time insights into how your products are being represented at dispensaries while also providing a unique opportunity to educate budtenders.
Here’s how it works:
Assess Budtender Knowledge
Secret shoppers can gauge how well budtenders know your brand and products. Are they aware of your Sun+Earth certification? Do they highlight the benefits of sun-grown, organic cannabis? Understanding these gaps helps you tailor your education efforts.
Educate Through Interaction
Secret shoppers can engage budtenders in conversation, asking questions that prompt them to think about the benefits of organic cannabis. The following questions can spark curiosity and open the door for deeper engagement.
For example, they might ask:
- "What makes this product organic?"
- "Why should I choose sun-grown cannabis over indoor?"
- "What’s special about this farm’s growing practices?"
Create a Memorable Experience
A positive interaction with a secret shopper leaves a lasting impression. When followed up with direct education and sales efforts, it reinforces the importance of your brand and products.
How to Implement a Secret Shopper Program
To make the most of a secret shopper strategy, you need a thoughtful approach. Here’s how to do it:
Step 1: Identify Key Dispensaries
Focus on dispensaries that carry your products or have potential to do so. These are high-priority locations where educating budtenders can directly impact sales.
Step 2: Train Your Secret Shoppers
Provide your secret shoppers with a script or guidelines to follow.
They should:
- Ask specific questions about your brand and products.
- Observe how well budtenders communicate your brand’s story and benefits.
- Evaluate the overall customer service experience.
Step 3: Provide Feedback
After the secret shopper visit, compile the insights they gathered. Use this feedback to identify knowledge gaps, areas for improvement, and opportunities for engagement.
Step 4: Follow Up with a Sales Call
Once you’ve gathered insights from the secret shopping experience, follow up with a personalized sales call to the dispensary.
During the call:
- Share what makes your brand unique (e.g., Sun+Earth certification, regenerative farming practices, and superior product quality).
- Offer to provide educational resources or in-person training for budtenders.
- Highlight the benefits of recommending sun-grown, organic cannabis to their customers.
The Value of Educating Budtenders
Budtenders are often the final decision-makers in the sales process. Educating them about your brand and products not only ensures they understand the value of what you’re offering but also gets them excited to share that knowledge with customers.
By using secret shoppers to initiate conversations and follow up with direct education, you can:
- Build stronger relationships with dispensaries and their staff.
- Create a network of informed advocates for your brand.
- Increase the likelihood of your products being recommended to customers.
Thinking Beyond the Industry
Pair your secret shopper strategy with other creative marketing initiatives to reach new audiences and deepen your impact.
Host Budtender Training Events
Invite dispensary staff to your farm for an immersive experience. Show them your regenerative farming practices in action and let them see the quality of your products firsthand.
Provide Educational Materials
Leave dispensaries with brochures, strain cards, and posters that highlight the benefits of organic, sun-grown cannabis.
Incentivize Budtenders
Offer prizes or rewards for budtenders who sell the most of your product or participate in your educational programs.
A Win-Win for Everyone
Secret shopping is a win-win strategy: you gain valuable insights into how your products are being represented, while simultaneously educating and engaging budtenders. When paired with thoughtful follow-up and ongoing support, this approach can give your brand a significant edge in a competitive market.
At Sun+Earth, we believe in thinking outside the box to create meaningful connections with dispensaries, budtenders, and consumers. By educating the people who interact directly with customers every day, we can amplify the message of sustainability, quality, and the benefits of organic cannabis.
Let’s work together to build a smarter, more informed cannabis industry—one budtender at a time. 🌱
For more strategies and support, visit Sun+Earth Certified.
