In the last article I told you why believing the sentence “weed sells itself” may be the reason why you might be getting beat by competitors. I also gave you a handful of actionable ideas of how you can combat this way of thinking.
Now I want to show you can begin to tap into an untouched segment of potential cannabis customers.
The pool of potential customers has still not been fully realized anywhere, in both recreational and medical states. This is because buying cannabis is a complex sale, or in other words, many customers still need to be persuaded.
Bryan and Jeffrey Eisenberg pioneers in online marketing have outlined the 4 components of a sale that determine it’s complexity, and it turns out for many it can be a very complex sale.
- Felt need - How strongly do they feel they need this product/service?
- Consensus - Do they need anyone’s approval? Are they trying to impress anyone?
- Information - How much information do they need to be convinced this is the right product/service?
- Perceived Risk - How much risk are they facing in making a decision to buy this product service?
Now look at these two sales complexity diagrams, the first is a long time cannabis user, the other is a newbie. They are both 35 year old single mothers, live in the suburbs of Denver, CO and both suffer from fibromyalgia. They are both interested in using marijuana for the medical and recreational effects.
Long time user
- Scale 5 = most complex
- Felt need - 5
- Consensus - 0
- Information - 1
- Risk - 2
- Felt need - 5
- Consensus - 4
- Information - 5
- Risk - 3
The newbie has yet to set foot in a dispensary. She wants to try marijuana badly, but she is nervous. She has a lot of questions to ask and doesn’t want to seem dumb asking them so walking into a dispensary feels like walking into a semi-hostile environment. So until she learns more she won’t even walk into a store. She also fears social repercussion for other mothers in her circle of friends. How do I keep it from my kids? Who will know that she buys/uses cannabis? She is worried about ever having to take a drug test for a job. She doesn’t know anything about marijuana, and she has heard about edibles, but has also heard horror stories. She knows she doesn’t want to smoke it.
Do any of those seem like unreasonable concerns or topics for questions? Because if you aren’t answering some of these questions on your website, she has no reason to change her mind and make a new decision to risk coming in.
The long-time user has little concerns other than being federally prosecuted for possession, but she is convinced that is not a concern, for now.
Your job is educate the newbie, help get her over the hump. She already wants to, but she needs some reasonable reasons or else she will guilt herself out as being some kind of druggie.
And just getting newbies of any demographic the information they need to get over their personal ‘barrier’ to simply using marijuana should be a first order of business for serious cannabis sellers, otherwise you are fighting competitors for the same customers. And unless you have superior reasons why a customer should buy from you than you need to embrace creating new customers as a first order a business.
In fact you should sit down right now, and create a plan to better serve the newbie, because winning her might be the shortest distance between you and growth.