The Secret to Higher Cannabis Revenue? Trained Budtenders And Smart Signage
The best sales techniques for budtenders are those that work seamlessly with the entire store’s atmosphere. Upselling and cross-selling techniques, when mastered, not only increase average order value or basket size, but also enhance customer experiences and foster loyalty. This is why in a competitive cannabis landscape, the retailers who win are training budtenders in a comprehensive manner using interactive digital signage as a secret weapon. Let’s learn how.
Understanding Upselling and Cross-Selling
Before we get into techniques, it’s important to understand what they are and how they differentiate. This will give you the ability to beat your own sales goals and increase revenue while using your digital signage as a sales tool.
What is Upselling?
Upselling in simply encouraging customers to purchase a higher-end product instead of the one they initially intended to buy. When done correctly, shoppers feel they got a high quality product and experience. For example, suggesting a premium strain over a standard one based on its superior effects or flavour profile.
What is Cross-Selling?
Cross-selling is about creating a package by adding complimentary products to enhance the initial purchase. When done correctly this allows shoppers to feel their needs were met by the budtenders. An example of this would be suggesting rolling papers, a grinder or lighter when a customer buys flower.
Both of these techniques can be powerful tools aimed to provide added value to customers while increasing revenue. People purchase experiences which is why creating ones where shoppers feel their needs are met, gives you an edge over your competition. Retail Dive found 84% of shoppers would return to stores with a pleasant atmosphere and proper selling technique is a major part of creating this.
Practical Selling Strategies for Budtenders
Marijuana dispensaries aren’t like regular retail locations where the cashier only scans products. When customers enter a shop they expect an expert to guide them towards the experience they are in the market for. Looking at your shoppers with this lens will help you better customize your selling strategy. Let’s look at the steps you can take to equip yourself or your budtenders for winning the sales game.
1. Build Trust Through Genuine Interaction
No one wants to talk to a budtender with a sour expression and you definitely wouldn't trust their advice either. It’s important to begin conversations with customers and seem relatable. This involves breaking the ice and asking discovery questions to get an idea of the experience the shopper is after.
Examples of discovery questions:
What’s your favourite strain?
Do you prefer to relax or be more active when high?
Are there any flavours you prefer in your weed?
These questions shouldn’t be the first thing you say to someone who enters your store, instead slide them naturally into conversation. If you don’t know how to begin conversations, then a simple, “how’s your day going?” can go a long way.
2. Leverage Product Knowledge
Since customers expect experts behind the counter. Having comprehensive product knowledge training for budtenders is essential in building trust. In conversations once you understand the experience someone is after, you can drop pieces of product information to guide customers towards their purchase decision.
Examples of product knowledge drops:
A customer wants to have a replacement for alcohol and be able to control the pace of the high. Suggesting a cannabis infused beverage which is known to be popular with customers seeking alcohol replacements is a great idea.
Similarly you can suggest a hybrid balanced pre-roll joint for those seeking to cut down on smoking cigarettes.
Regular training sessions and product sampling can enhance your ability to suggest suitable products with the correct upsell or cross-sell options.
3. Utilize the "2 Features, 1 Benefit" Approach
Once you’ve gained a full understanding of what a customer is looking for, utilize the 2 feature, 1 benefit approach to suggest products. This means highlighting two key features and one benefit that aligns with what your customer is seeking.
Example of 2 features, 1 benefit approach:
When suggesting a cannabis infused drink to a customer, try focusing on the dosage control options from controlling consumption amounts and the faster metabolising of liquids for faster onset times. Then add that cannabis beverage users haven’t reported hangovers.
When suggesting a hybrid vape cartridge to a customer, focus on the precise THC:CBD ratio for a balanced high and the sleek, low-odor design that allows for discreet use. Then add that vape users appreciate the convenience and portability for quick, on-the-go sessions without drawing attention.
This method simplifies the decision-making process and emphasizes value for shoppers.
4. Implement Visual Merchandising
Strategically place complementary products together to prompt customers to consider additional purchases. This can be done on the shelves as well as on screen with digital menus.
Example of visual merchandising:
Placing pre-rolls near lighters and cannabis beverages.
Bundling offers on screen for “Buy One Get One Free”
This allows shoppers to remember whether they need a lighter for their joints or not and feel they received a great deal when it comes in a bundle.
How Digital Signage Supercharges Upselling and Cross-Selling
While trained budtenders lead the sales conversation, digital signage acts as a powerful, always-on partner. When used strategically, it reinforces key product features, nudges customer curiosity, and plants the seed for higher-value purchases without adding pressure.
Here’s how digital signage aligns perfectly with your in-store sales techniques:
1. Reinforce Discovery Conversations
If a budtender is asking about a customer’s preferred effects or flavour profiles, digital menus can visually back that up. Highlighting terpene profiles or THC/CBD ratios gives shoppers confidence in the recommendations they’re hearing.
2. Visually Anchor the "2 Features, 1 Benefit" Framework
Great signage doesn’t just list products, it educates. Use promo TVs with specialized flags to spotlight key selling points (like “Fast Onset” or “Staff Pick”) next to visuals of the product. This reinforces what the budtender is saying and helps customers retain the message.
3. Showcase Cross-Sell Opportunities in Real Time
Digital screens are ideal for bundling promotions or accessory pairings. For example, if a customer is eyeing flower, nearby promo TV’s can rotate bundle suggestions like “Add a grinder & save 10%” or “Buy One Get One Free.” These nudges happen without disrupting the budtender’s flow and often result in spontaneous add-ons.
4. Keep Promotions Front and Center
Don’t rely on your team to remember every deal running. Instead, feature rotating offers on screens: “Buy One Get One 50% Off Pre-Rolls,” or “This Week’s Staff Picks.” This keeps attention on high-margin products and supports passive upselling without requiring a hard pitch.
5. Build a More Memorable In-Store Experience
Dynamic content, motion graphics, and educational segments turn static shopping into an immersive experience. And when customers feel informed and entertained, they’re more likely to explore new product categories and return for more.
Make sure your budtenders are trained to reference the screens during customer interactions: “If you look up at the menu, that beverage I mentioned is actually part of our weekend promo.” This keeps the experience seamless and interactive.
Training and Development: Turn Knowledge into Confidence
Investing in ongoing training ensures that budtenders aren’t just familiar with products—they’re confident, persuasive, and empathetic salespeople. In the fast-evolving cannabis retail space, even the most seasoned team members benefit from regular upskilling. With the right approach, training becomes a competitive advantage.
Make Training an Ongoing Cycle
Training should be an ongoing activity for your team to develop better skills. Try this monthly or quarterly cadence:
Product knowledge refreshers: Focus on new strains, product formats (like beverages, edibles, vapes), and how they’re best positioned for upselling or cross-selling.
Sales technique deep dives: Reinforce frameworks like “2 features, 1 benefit,” customer profiling, and personalized recommendations using real POS examples.
Compliance and communication refreshers: Help budtenders stay sharp on what they can and can’t say when it comes to product effects or medical claims.
Use Realistic, Role-Based Scenarios
Practice with your team using realistic, role based scenarios to bring theory into practice. You can source your scenarios from instances with customers you observe in-store as a”how could we have done that better,” approach. Here are a few scenarios to get you started:
A customer on a strict budget who’s hesitant about a premium product.
A shopper looking for anxiety relief without knowing much about cannabis.
Someone buying a gift and unsure of product differences.
Encourage budtenders to try different phrasing, tone, and approaches while peers or managers provide constructive feedback. This not only builds communication confidence but also helps your team adjust to a variety of shopper personalities. As a sales person, you should always be directing the conversation and remaining in control. This comes from practice.
Create a Culture of Peer Learning
Empower your strongest sellers to mentor newer team members on developing better customer communication skills. Allow feedback to be freely exchanged between staff members in a respectful and friendly manner by encouraging positive feedback of key customers each day. You can also set up:
“Shadow shifts” where new hires observe top performers in action.
Monthly skill shares where a different budtender presents a technique or customer success story.
Leaderboards or incentives tied to successful upsells or cross-sells (tracked via POS data) to reward and inspire.
Track and Optimize Training Effectiveness
Use data to assess how training efforts are translating into outcomes for your store. This allows you to optimize strategies as needed. Consider tracking:
Average order value (AOV) by budtender
Add-on rate or bundle participation
Upsell conversion rate
Customer satisfaction or review feedback
If one technique is consistently outperforming others, refine your program to build on that success.
With a consistent and engaging training strategy, your budtenders will educate, guide, and convert casual browsers into loyal customers.
Questions
How can budtenders avoid being too pushy when upselling?
Upselling should never feel like a hard sell. The key is to focus on education, not persuasion. Budtenders can present higher-end or add-on products as options that align with the customer’s experience goals, not as must-haves. Framing suggestions with phrases like, “If you’re interested in…” or “Some customers who liked this also tried…” keeps the tone friendly and helpful. Trust-building always comes first.
What if a customer is on a tight budget?
Sales techniques still apply, even with budget-conscious shoppers. Train budtenders to recommend value bundles, lower-dose products with multiple servings, or seasonal promotions. Cross-selling affordable accessories or smaller trial-size products can increase order value without overwhelming the customer. The goal is to enhance their experience within their price range, not exceed it to increase revenue.
How can we measure the effectiveness of upselling and cross-selling strategies?
Use your POS and CRM data to track performance over time. Key metrics to monitor include:
Average Order Value (AOV)
Attachment rate (how often add-on products are included)
Repeat purchase rate for upsold or bundled items
Budtender sales performance (track by shift or team member)
Additionally, gather feedback from budtenders and customers to evaluate how these interactions are perceived. Pairing analytics with on-the-ground insights gives you a full picture of what’s working.
Conclusion
Empowering budtenders with upselling and cross-selling techniques is one of the most impactful moves your dispensary can make. Beyond boosting revenue, these strategies improve customer satisfaction by helping shoppers discover products that genuinely enhance their cannabis experience.
With the right mix of training, product knowledge, discovery conversations, and visual merchandising, your sales floor becomes a guided experience instead of a transaction. And when budtenders feel confident and supported, they’re far more likely to turn each interaction into long-term loyalty.
Want to take your in-store sales game even further? Explore how Budvue’s interactive digital signage can support your budtenders and elevate your promotions, book a demo here