If you’ve worked in the cannabis industry, you’re well aware that there is no business quite like it. Whether it be due to federal illegality, rapidly evolving state laws, disorganized startups, or the promise of getting rich quickly, the cannabis industry is 100% unique.
While high-level challenges like prohibition are hard enough, cannabis professionals must also deal with a young industry culture that has yet to define itself. Within this environment, business relationships tend to suffer from recurring issues like poor communication and lack of follow-through. While problems like ghosting aren’t exclusive to cannabis, the novelty and volatility of the market only amplify such issues.
Grievances aside, the lack of professionalism in the cannabis industry can be seen as an opportunity for those willing to look. By excelling in organization, following through on commitments, and showcasing professionalism, you can rise quickly in the industry. Whether you’re launching a startup, strengthening your pipeline, or simply exploring opportunities, here are 5 key rules for building relationships in the cannabis space.
What is So Unique About Working in the Cannabis Industry?
Since cannabis is federally illegal, each state creates its own set of rules and regulations. With no universal standards for cannabis companies in the United States, many companies develop their own norms for acceptable business practices. Moreover, the cannabis industry is influenced by a black market legacy in places like California where people operated with a “Wild West” mentality and made their own rules.
It has only been 10 years since Colorado and Washington became the first states to legalize adult-use cannabis. In turn, every cannabis business is still considered a startup that must grapple with the inherent challenges of building and growing at the same time. Organizations are forced to contend with widespread inefficiencies and a nonstop cycle of adaptation. The startup nature of cannabis companies influences every aspect of an employee’s day, from organization to communication.
While cannabis professionals have the chips stacked against them in many ways, you have the opportunity to distinguish yourself with your actions.
1. Follow-Through: Don’t Be the One Who Ghosts
Although ghosting isn’t unique to the cannabis industry, the startup nature of the market often makes such issues much more pronounced. In the Business to Business (B2B) space, it’s all too common for a deal to be on the verge of closing when the customer suddenly goes silent without explanation. For example, a cannabis dispensary might commit to a wholesale supplier for a large product order only to stop responding to calls and emails when it’s time to finalize the agreement. Unprofessional behavior in the cannabis industry is often rooted in factors like budget cuts, shifting priorities, and internal changes. While all of these are valid reasons to back out of a deal, the act of walking away itself isn’t the problem. The real issue is the lack of follow-through.
Simply put, if you want to make a name in cannabis, don’t ghost anyone. It’s not rocket science, but it can be the difference between being viewed as reliable or dismissed altogether. If you want to build trust, don’t be the one who disappears. It’s a small industry; your best bet is to nurture every relationship in your network – you never know when you’ll need them.
2. Emphasize Live Communication
In the age of email, you’d be amazed at how much of a difference it makes when you go the extra mile with live communication. Especially in B2B sales, nothing surpasses the impact of speaking directly with a person. While texts and emails work for quick updates, closing deals and building lasting partnerships require a more old-school approach.
According to the Harvard Business Review, “a face-to-face request is 34 times more successful than an email.” You’d be amazed at how many business relationships exist in cannabis today, where people have never even spoken on the phone or met face-to-face. For sales, in particular, adding a personal touch and a sense of humanity is an excellent way to establish loyalty.
Ultimately, a live conversation demonstrates respect, builds trust, and resolves misunderstandings far more effectively than any email chain. Want to make an impact in cannabis? Stop hiding behind screens and make the call.
3. Be Organized
Those of us working in cannabis know that even the largest players are often extremely disorganized when you look behind the scenes. While many companies have structures like standard operating procedures (SOPs), org charts, and risk management frameworks, that doesn’t mean they are necessarily used. With cannabis industry turnover rates “hitting a staggering 55% within a year,” many companies can’t keep employees long enough to build strong internal organizations.
Bringing polished business acumen into this unstructured environment is a surefire way to get noticed. Prepare thoroughly for meetings, offer proactive solutions to problems, and collaborate with respect. Even if people in your network seem laid back, bring your A-game 100% of the time. Want to impress? Meet deadlines. Follow through on commitments. Exceed expectations.
4. Understand Your History
The cannabis industry didn’t sprout from traditional business roots, it grew out of a black-market legacy. As a result, the history of the cannabis industry is a mosaic of bold risks, shifting attitudes, and evolving regulations. While this colorful culture can feel chaotic, it’s also what makes the industry unique.
While cannabis is big business today, it’s important to remember that legalization was made possible by grassroots efforts and dedicated advocates working on the ground. This vibrant community is the foundation of the industry, and connecting with that authenticity can help you navigate the noise and challenges of the modern landscape.
To thrive, embrace the adaptability and resilience that define the history of legal cannabis. Furthermore, acknowledging our rich legacy of advocacy is an effective way to bypass the superficialities and connect with real people.
5. Do Your Homework & Bring Value
With such a convoluted history and confusing market structure, knowledge can be your ticket to success in the cannabis industry. With state-specific regulations that vary wildly, “winging it” before meetings simply isn’t an option. If you want to build solid relationships and earn respect, you need to show up prepared. Understand the rules that shape a company’s operations, and be ready to discuss how your offerings fit within their unique framework.
While there are many great people in the cannabis industry, there are also plenty of imposters. Some claim to be “consultants” or “master growers,” who promise the world but always fail to deliver. If you truly want to stand out, do your homework and bring value to every relationship you establish.
Summary
Despite the challenges faced by cannabis professionals, you can make your mark by taking deliberate and impactful steps. The widespread chaos and lack of professionalism in the industry create hidden opportunities waiting to be uncovered. By staying organized, following through, and demonstrating professionalism, upward mobility can come easily.
It’s not unusual to hear of people in the industry such as budtenders being promoted to managerial roles within just a few months of starting simply because they are dependable, punctual, and professional. Rather than focusing on the frustrations of unreturned emails, you have a valuable chance to stand out amidst the ghosting and disorder. After all, the most successful people in any industry are the ones who see opportunities where others see challenges.
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Claudia Post is an entrepreneur, pioneer groundbreaker, speaker, generous introducer, and power connector. Having recognized cannabis as the next frontier 13 years ago, Claudia founded MOST Consulting Group which is a one-stop shop for cannabis businesses; providing marketing, advertising, design, and strategy for all verticals in the cannabis industry. 20 years ago Claudia founded Diamond Transportation Group, a same-day, time-critical delivery service. Having founded Diamond at her dining room table with just four people, she subsequently opened twelve locations up and down the East Coast, supplying trucking, pick-pack-ship, chain of custody, logistics, supply chain, and a variety of other services to her clients. From her humble beginnings, she grew to twelve locations and became a multi-million dollar company. She has a local, regional, and national presence. She is noted to be a subject matter expert in transportation and logistics. With her expertise in transportation, most recently she founded Scarlet Express, a state-approved delivery service that provides discreet, secure, and expert cannabis supply chain management.