Building a High-Performing Cannabis Retail Team for 2025

At Vetrina, we collaborate with cannabis retailers and brands to help them achieve their business objectives and at the top of that list of objectives is... increasing sales. Your team on the floor will make or break all of the efforts you put in behind the scenes. Our Cannabis Retail Management Course dives into the critical aspects of retail operations for in-store teams: Sales KPIs, Inventory and Assortment Planning, Marketing Strategies, and most importantly, Team Building.

Why? Because a great store isn’t just about its products or promotions—it’s about its team.

This became especially clear in December 2024 when I visited Purple Lotus in California. It was a busy Friday morning the week after Black Friday, and the store was buzzing with transactions. Yet, what stood out most wasn’t just the volume of sales but the energy and engagement of their team. From customer interactions to teamwork, they displayed what we at Vetrina call “will”—the motivation and desire to excel.

As you plan for 2025, this kind of alignment and motivation is what you should aim to cultivate. Below, we’ll guide you through actionable steps to evaluate, train, and inspire your team to not only drive profitability but also deliver an exceptional customer experience.

1. Creating a Clear Vision and Shared Goals for Teams

A high-performing team starts with clarity. A clear vision aligns your team around a shared purpose and sets specific objectives for them to achieve. When the entire team is working toward these goals, their collective efforts drive results.

How to Create a Vision:

1. Set Specific and Measurable Goals: These could include increasing basket sizes, achieving higher sell-through rates for seasonal products, or hitting a customer satisfaction target.
2. Align Goals With Individual Roles: Make sure every team member understands how their role contributes to the overall vision.
3. Incorporate Fun Targets: While sales are essential, consider adding initiatives your team will enjoy, like a competition around selling holiday-themed products or supporting a community initiative.

Pro Tip: Start each shift with a Coach-In Meeting to remind your team of their goals and encourage collaboration. Regular, short meetings keep everyone aligned and motivated.

2. Skill vs. Will: The Foundation of Team Success

Your team is only as strong as its weakest link. That’s why the first step in planning for 2025 is conducting a Skill vs. Will Assessment.

What is Skill vs. Will?

• Skill: A team member’s ability to perform their job effectively.
• Will: Their motivation and desire to excel in their role.

How to Conduct a Skill vs. Will Assessment:

Create a matrix and place each team member in one of four categories:

1. High Skill, High Will: These are your star performers. Focus on retaining and empowering them with leadership opportunities.
2. Low Skill, High Will: These team members are motivated but need training to improve their skills.
3. High Skill, Low Will: They have the talent but lack motivation. Use incentives or recognition to re-engage them.
4. Low Skill, Low Will: These individuals may require reassignment or replacement.

Action Step: Use this matrix to inform your 2025 training calendar and identify where to invest in development.

3. Identifying Skill Gaps and Training Needs

After conducting a Skill vs. Will Assessment, the next step is identifying where your team is falling short and planning how to bridge those gaps.

Key Questions to Identify Skill Gaps:

• What skills are essential for your business goals in 2025?
• Which skills are missing from your team today?
• Can these gaps be addressed through training, or do they require hiring new talent?

Here are 5 simple ways you can foster continuous learning on your team:

• Online Learning Platforms: Invest in online learning platforms. These platforms enable employees to learn at their own pace. Vetrina offers a Cannabis Retail Management Course for those teams ready to take control of the retail environment and increase profitability.
• Training Sessions: Implement regular training sessions for employees to enhance their product knowledge, customer service skills, and understanding of changing regulations.
• Learning Resources: Create a resource library or digital platform where employees can access educational materials, industry news, and product updates.
• Mentorship Programs: Implement mentorship programs where experienced team members can guide and mentor newer employees. This promotes knowledge transfer and skill development.
• Feedback and Improvement: Establish feedback mechanisms that encourage employees to share their insights and suggestions for process improvement. Act on feedback to demonstrate the value of learning and growth.

Pro Tip: For seasonal success, plan ahead by training your team on new holiday products and promotional strategies.

4. Enhancing Communication for Better Performance

Strong communication is the backbone of a cohesive team. It ensures that everyone stays informed, motivated, and focused on shared goals.

Here are some ideas to improve communication in your cannabis business:

Leadership to Team:

• Regular Team Meetings: Hold frequent team meetings to discuss goals, priorities, and any changes in policies or procedures. Encourage team members to share their feedback and concerns. For example, always start shifts with a 10-minute coach-in meeting.
• Clear Communication Channels: Create clear communication channels between leadership and staff. Ensure that important information is conveyed promptly through channels like emails, messaging apps, or notice boards. For example, if your shift changes do not allow extensive coach-in meetings, have designated people responsible for updating a board your team can scan before getting onto the floor.
• Transparency: Be transparent about the store's objectives, performance metrics, and any changes in leadership or organizational structure. Transparency builds trust among team members. For example, you may not think your team cares about basket size, but it can be fun helping a customer find that perfect ‘add-on’ to a gift idea. Your team can have fun hitting your goals once they understand why you care.

Team to Customer:

• Training and Product Knowledge: Provide comprehensive training to team members on product knowledge, usage guidelines, and customer service. For example, during the holidays it is normal to see seasonal products, how will your team learn about them?
• Active Listening: Train team members to actively listen to customer needs and preferences. Encourage them to ask open-ended questions to understand customer requirements better. Learn more about training an amazing sales team in our blog From Clerking to Selling: Transforming Your Retail Experience and Increase Profitability.
• Educational Materials: Offer educational materials to customers, such as brochures, pamphlets, or digital resources, to help them make informed decisions. Ensure that these materials are readily available and well-organized in the store.

Customer Feedback:

• Surveys: Collect customer feedback through surveys or comment cards. Use this feedback to identify areas where communication can be improved. Making surveys a normal part of the business will help in the future as you make choices around training, products, and even what inventory to purchase next!

Pro Tip: Implement a feedback loop by collecting customer surveys and sharing insights with your team to drive improvement.

5. Reviewing and Updating Role Descriptions

Your team’s roles and responsibilities evolve with your business. Ensuring that job descriptions are up to date is key to maintaining alignment and accountability.

Steps to Update Role Descriptions:

1. Reflect Current Tasks: Review what each role entails today versus when it was first created.
2. Incorporate New Goals: Align job descriptions with your 2025 business objectives.
3. Collaborate With Your Team: Share updates with your team and get their input to ensure clarity and buy-in.

Exclusive Resource: Download our Budtender Role Description Template to streamline this process.

6. Evaluating Retention and Turnover in 2024

Retention isn’t just about keeping employees—it’s about understanding why some stayed and others left. This insight is crucial for building a stronger team in 2025.

Questions to Reflect On:

• How does your retention rate compare to industry benchmarks?
• What feedback did you gather during exit interviews?
• Were there coaching opportunities you missed that could have improved retention?

Pro Tip: Use your Skill vs. Will matrix to identify patterns and areas where leadership can improve coaching strategies.

7. Moving From Clerking to Selling

Exceptional customer service is the cornerstone of a successful cannabis retail team. To stand out, your team needs to move beyond “clerking” and embrace “selling.”

What’s the Difference?

• Clerking: Handling basic tasks like processing transactions.
• Selling: Engaging customers, understanding their needs, and recommending tailored solutions.

How to Transition to Selling:

• Invest in budtender education tools to build confidence and product knowledge.
• Develop a customer discovery process to help team members identify and address customer needs.
• Use customer-centric language to create a more personalized shopping experience.

Pro Tip: Train your team to focus on upselling and cross-selling to increase basket sizes and enhance the customer experience.

8. Building Adaptability and Resilience

A great team doesn’t just succeed when everything goes according to plan—they thrive in the face of challenges. Whether it’s navigating a sudden surge in holiday traffic or adjusting to new regulations, adaptability is a must.

How to Build Resilience:

• Cross-train your team so they can step into different roles when needed.
• Encourage a growth mindset by celebrating small wins and learning from setbacks.
• Empower leadership to proactively address challenges and foster problem-solving.

Pro Tip: Role-play scenarios during training sessions to prepare your team for unexpected situations.

Action Plan for 2025: High-Performance Team Checklist

Ready to build a team that thrives in 2025? Here’s your action plan:

• Conduct a Skill vs. Will Assessment to evaluate team strengths and gaps.
• Identify training priorities and create a 2025 Training Calendar.
• Update role descriptions to reflect current tasks and future goals.
• Foster communication with regular team meetings and feedback loops.
• Transition from clerking to selling with focused training and tools.
• Build resilience through cross-training and proactive leadership.

Conclusion: Your Team Is Your Competitive Edge

The cannabis industry is evolving rapidly, and your team is your most valuable asset. By investing in their development, fostering clear communication, and aligning their skills with your 2025 goals, you’ll set the stage for success.

Let’s make 2025 the year your team sets new benchmarks for excellence.