Everyday we hear about another business closing their doors for good. Someone we know no longer has their job. And most of us are spending less than we normally would.
Yet, the stock market seems to be maintaining (some days) and the unemployment numbers are a little better than expected.
This dichotomy may seem confusing and our natural go-to, as business owners, would be to market our services and products based on a price reduction. People have less money so let’s slash our prices, right?
Wrong. While pricing is always a tricky game, now is not the time to have a fire sale.
Instead, take this opportunity to differentiate your business by building value. Customers will remember the value you bring long after the sale has ended. This holds true whether you’re working in cannabis or any other business.
This is so stink’in easy yet we don’t give it a second thought. One of my pet peeves in life is the lack of customer service, especially now with reduced staffing. You’re routed through menus, put on hold only to never get a live person. Do you realize how valuable it can be to a prospective customer to actually have you (the top dog) pick up the phone? And better yet, return their phone call? I make it a point to schedule calls with potential students and promptly return calls and emails. This shows people I value their time and interest, and that it’s important to me. Try it, it works.
Because Nice Matters
So once you’ve made that human connection with a prospective customer, make it worthwhile. While customer service reps may have a script to follow, your job is to provide a tidbit of value. Sure, you have to get your key message points across, but drop a little pearl into that phone call or email. For example, I always ask my callers what state they are located in; it gives me a heads up on their cannabis legislative landscape. I can then steer the conversation toward a CBD discussion if they are living in a state with absolutely no cannabis access so they can see the relevance for their personal situation. Or, if a massage therapist emails wondering if cannabis education makes sense for them, I’ll offer to connect them with a fellow therapist who already has some training. People notice and appreciate when you make it personal.
After 5 years in the cannabis space, I’ve learned lots of secrets on how to bring value to what can still be an intimidating business. The Holistic Cannabis Academy can help you efficiently market your cannabis services with our business coaching. If you’re not already on our email list, join here to stay in the loop with all our new offerings. If you want to chat directly to find the fit that’s right for you, just drop me an email.