Out from Behind the POS: Budtender Clerking vs. Selling

 Cannabis retail teams hold the power to create exceptional customer experiences—but are your budtenders clerking or selling?

Let’s start with a simple comparison:

Imagine walking into a grocery store. You grab a cart, navigate the aisles alone, pick out items, and head to the cashier. Functional? Yes. Memorable or personal? Not at all. Now, picture walking into a clothing store. You’re greeted at the door, asked about your preferences, and guided toward options tailored to your style and needs. It’s an engaging experience, often resulting in thoughtful recommendations and maybe even some extras you didn’t initially plan on buying.

Most cannabis dispensaries are operating like grocery stores – transactional, functional, but impersonal. Customers browse menus, make their selections, and check out with minimal engagement from the budtender. But dispensaries that embrace the clothing store approach, where budtenders listen, guide, and build trust, unlock customer loyalty, higher sales, and better retention rates.

Here’s how to shift your team from clerking to selling.

What is Clerking?

Clerking is a transactional approach that leaves sales on the table. Here are some key signs your team may be clerking:

• Low units per transaction (UPT): Budtenders aren’t guiding customers toward complementary products.

• Stagnant customer retention rates: Without meaningful interactions, customers feel no connection to the store.

• Minimal repeat purchases: Customers seek other dispensaries for more tailored experiences.

• Difficulty maintaining positive reviews: A lack of personalization often results in lukewarm feedback.

While clerking may feel efficient, it’s limiting your store’s potential. Functional customer service doesn’t leave a lasting impression or build loyalty.

What is Selling?

Selling is about creating meaningful connections with customers by listening to their needs, making tailored recommendations, and building trust. Great selling is customer-centric. It’s not about upselling for the sake of profits but guiding customers toward the right products for them.

Here’s an example: Imagine a customer walks in and feels overwhelmed by the number of products on the menu. A skilled budtender steps in, asks questions like, “What kind of experience are you looking for?” or “What brought you in today?” By uncovering the customer’s mindset and goals (their Set & Setting), the budtender can recommend products tailored to their needs.

This approach creates trust, leaves the customer feeling confident in their purchase, and increases the likelihood they’ll return.

How to Transform Budtenders from Clerks to Sellers

Driving growth in 2025 starts with giving your team the tools to engage customers on a deeper level.

Here’s how to begin:

1. Start with Budtender Basics

Training matters. Equip your team with:

• Steps of Service: A clear framework to make every interaction intentional.

• Overcoming Budtender Bias: Teach your team to feel confident recommending a variety of products.

• 2 Features & 1 Benefit Technique: Highlight products in ways that resonate with customer needs.

2. Introduce the Set & Setting Framework

Guide your team to ask insightful, open-ended questions to uncover:

• Set: The customer’s mindset, goals, and intentions for their cannabis experience.

• Setting: Where and how the customer plans to use the product.

Example: A customer says they want something to help them relax after work. By asking about their “Set & Setting,” the budtender learns they plan to unwind by reading a book in the park. With this information, the budtender can suggest discreet, easy-to-use options like prerolls, edibles, or beverages.

3. Role-Play Regularly

Practice builds confidence. Dedicate 45 minutes a week to role-playing exercises:

• Run through real-life scenarios to strengthen product knowledge.

• Have team members practice asking open-ended questions.

• Provide constructive feedback to refine techniques.

4. Update Roles and Expectations

Ensure job descriptions reflect a focus on customer engagement and not just transaction processing. Align responsibilities with goals like improving retention, basket size, and customer loyalty.

Metrics That Show Selling Success

How can you measure the impact of selling?

• Units Per Transaction (UPT): Higher UPT indicates that budtenders are successfully recommending complementary products.

• Customer Retention Rates: Engaged customers are more likely to return for future purchases.

• Positive Reviews: Customers value personalized guidance and memorable experiences.

Coach and Recognize Selling Behaviors

Training is just the first step—the real magic happens when managers actively coach and recognize their teams. Great selling doesn’t develop overnight, but ongoing coaching can accelerate success.

• Observe in Action: Watch budtenders interact with customers. Look for open-ended questions, tailored recommendations, and efforts to uncover Set & Setting.

• Provide Feedback: Offer real-time encouragement and constructive coaching to help team members refine their approach.

• Celebrate Wins: Publicly recognize examples of great selling. Whether it’s a budtender who increased basket size with thoughtful suggestions or one who built rapport with a new customer, acknowledging these behaviors builds momentum.

• Set Goals: Give your team clear, achievable sales goals that reward great selling behaviors. Track progress through metrics like UPT and customer satisfaction.

Recognition and coaching create a culture of excellence. When budtenders feel supported and celebrated, they’ll approach customer interactions with confidence, enthusiasm, and focus.