You’ve done the hard part: designing, testing, adjusting, and finalizing your 420-friendly product. It should practically sell itself at this point, right? Kidding. You know creating your product is only half the battle, but now it’s time to spread the word, build relationships with retailers, and grab your slice of market share. So where do you begin?
We’ve compiled a list of six practical tips on how to get your product on dispensary shelves so you can start seeing some return on your investment.
It’s a competitive landscape out there for cannabis products, so simply believing your product is great isn’t enough. To set you apart from competitors, you need a unique value proposition—a brief statement that depicts what’s so special about your offering. Your value prop, first and foremost, speaks to the benefit your product brings to your audience. It’s not about you, but about them: so how does it really help your target audience? Brainstorm the physical, mental, social, and emotional benefits customers realize when they use your product. Then, convert those ideas into a concise unique value proposition. Here are some (made up) examples:
Cannabis Product XYZ…
Your unique value proposition doesn’t have to be a work of art. It’s like an elevator pitch for your product: the simpler (and easier to memorize) it is, the better. When it can, make sure it encapsulates why you’re in business and tells a story. With this in the back of your mind, it’s worlds easier to pitch your product to retailers and dispensaries and build their trust.
While there are plenty of areas where you might be able to cut corners and get away with it, design simply isn’t one of them. Hire the best designer you can afford, ideally one who has worked in the cannabis industry before, and tell them the story of your brand. Consider:
They’re awkward at first, but they get easier over time (we promise). Sales really is a numbers game, meaning the more retailers you’re reaching out to, the more “yes” you’ll begin to hear. Note: in the digital age, cold calling isn’t limited to sitting down with a list of phone numbers and asking to speak with the store owner. Connect with prospects on social media, join groups for those in the cannabis industry, and read cannabis trade magazines for leads.
And while it may be tempting to pop into your local dispensary to pitch your product, don’t. Nobody likes to be blindsided, especially not a busy retailer in the cannabis industry—book an appointment first.
While likely a no-brainer, the very first step to get your product onto a dispensary’s shelves is to show that you’re licensed to operate a cannabis business in your state. Have your documentation ready at your first meeting with a prospect to show them you mean business.
While your product’s end users often buy based on emotion, retailers stock your product based on profitability. Demonstrate that your wholesale price makes room for the retailer to bring home a reasonable margin and then move onto the feel-good pitch about how you started your brand to help alleviate your mom’s arthritis pain. Even the friendliest of dispensary owners need to turn a profit at the end of the day, so have your numbers on lockdown before you meet.
One of the best ways to get a potential retailer on board with your product is to let them try it out. Bring free samples to your prospects and consider other ways to provide something of value. Can you offer a special deal on their first purchase? Do you have flyers or other handouts and giveaways that can make a lasting impression? What about instructions for using your product? Keep your first meeting focused on how your product will help their customers, and they’re much more likely to stock it.
The presentation of your cannabis product applies to not only the packaging but also the retail space it resides in. Attention-grabbing displays and fixtures are necessary to draw customers to your top-notch products. If you’re looking for a design firm that will provide essential retail solutions, IDD is the retail designer for you. Request a consult and we’ll work with you every step of the way.