Standing Out In Competitive Markets

Why Being Weird in Sales Works (and How I Learned to Love It) Let me share a story that taught me the power of being unapologetically weird in sales. A few years ago, I was trying to land a meeting with a VP who had gone completely silent after an initial call. I’d sent polite follow-ups, clever subject lines, and even a LinkedIn message—but nothing. It was radio silence. Finally, I thought, What do I have to lose? So, I sent this email: Subject: “Are you ghosting me? 👻” Body: “Hi [Name], I’ve got to ask—did I say something wrong? Or are you secretly testing my persistence skills? Either way, I’m not giving up that easily. If this email feels like a bad first date, let’s change the narrative and schedule a quick call instead. No candles or awkward small talk required. Just good conversation. 😉 Let me know! Best, [Your Name]” Within an hour, I had a reply: “This is hilarious. Let’s talk tomorrow.” Why Being Weird Works in Sales Here’s the thing: prospects are bombarded with sales pitches daily. Most emails, voicemails, and LinkedIn messages look like they were written by the same person. If you want to break through the noise, you have to stand out—and being a little weird is often the fastest way to do that. Weird isn’t about being random. It’s about being memorable, authentic, and a little unexpected. The Science Behind Weirdness 1. It’s Disruptive. People skim emails. A quirky subject line or offbeat opener can stop someone mid-scroll. 2. It’s Relatable. Humor or creativity shows you’re human. Prospects buy from people, not pitches. 3. It Builds Connection. Being different sparks curiosity and makes prospects more likely to respond. Weird only works when it’s intentional :) What’s the weirdest thing you ever did to get unghosted 👻 Giulio Segantini

𝗪𝗵𝗲𝗿𝗲 𝗶𝘀 𝘁𝗵𝗲 𝗥𝗲𝗮𝗹 𝗠𝗼𝗻𝗲𝘆 𝗶𝗻 𝘁𝗵𝗲 𝗚𝗹𝗼𝗯𝗮𝗹 𝗠𝗲𝗱𝗶𝗰𝗮𝗹 𝗖𝗮𝗻𝗻𝗮𝗯𝗶𝘀 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆? The global medical cannabis industry is growing, but the real financial success lies in a few key areas that go beyond cultivation alone. While many companies focus on volume or branding, the long-term profits come from precision, compliance, and innovation. Here are the areas where the real money is being made: 1. Pharmaceutical Development The most significant profits come from developing cannabis-derived medicines, particularly those aimed at treating serious conditions like epilepsy, chronic pain, and anxiety. Companies investing in clinical trials and regulatory approval can command premium pricing for certified medical products. 2. Genetic Cultivation and IP Owning the intellectual property of proprietary strains or developing new cannabinoid profiles that target specific medical conditions is highly valuable. Licensing these genetics or selling them at a premium provides a long-term revenue stream, similar to how pharmaceutical patents work. 3. EU GMP Manufacturing Facilities meeting EU Good Manufacturing Practice (GMP) standards are able to supply high-grade medical cannabis globally. This opens doors to major markets like the EU, where quality, safety, and consistency are paramount. Countries with GMP-certified facilities have a competitive advantage. 4. Research and Development Investing in research, whether it's isolating lesser-known cannabinoids or developing new delivery methods, is crucial for future profitability. As more medical uses for cannabis are discovered, the companies leading R&D will see significant financial returns. 5. Regulatory Navigation Companies that can successfully navigate complex international regulations to access major markets such as the U.S., Europe, and Australia are well-positioned. Meeting compliance standards like GACP and GMP ensures high-margin exports and access to a global patient base. 6. Healthcare Partnerships Building relationships with healthcare providers and insurance companies is another key area. Prescription cannabis is gaining acceptance in mainstream medicine, and companies that can integrate into healthcare systems are set to capture this lucrative market. 7. Technology and Data Utilising technology to optimise cultivation and gather patient data on cannabis efficacy is a growing area. Companies that leverage this data to show proven results will stand out to investors, regulators, and healthcare providers. In short, the real money in medical cannabis comes from innovation, compliance, and high-quality, scientifically backed products that can treat a range of conditions globally. #MedicalCannabis #PharmaceuticalCannabis #CannabisIndustry #CannabisResearch #CannabisInvestments #CannabisCompliance #GMP

Over 1,400 people applied for the Head of Sales role at Aligned. A dozen sales leaders reached out to me asking how I landed the role. Here are the 5 things I did differently (and how sellers can stand out in today’s tough job market): 1. Highlighted HOW MUCH I excelled in previous roles. It shocks me how many salespeople don’t display their metrics in their resumes or Linkedins. All (good) sellers should highlight your quota attainment, honors, awards, and team stack ranking right where everyone can see. At the top! If you don’t, hiring managers will assume you didn’t perform well. You become easy to pass over. 2. Cut through the noise when it’s quiet. I cold emailed CEO Gal Aga long before Aligned announced they were hiring for leadership. I saw AE openings, so I asked ‘with the AEs you’ll be hiring, have you thought about who will manage them?’ Leaders like to see you think a few steps ahead. And it’s easier to compete amongst 0 applications than the 1,400 that came in once a formal req was opened. 3. Mimicked my hiring manager’s language. People buy from people they like. And who is more likeable than oneself? Gal posted a blog titled “Standing Out” in job applications a month prior. So my cold email subject line was “#1 TIP: STAND OUT.” Consciously or not, he likely already identified with the subject because they were his exact words. 4. Made my cold outreach about them. The majority of sellers’ emails start out with “I want to join your company because I am so great! I did this % of my quota. I was the #1 rep.” I, I, I; Me, Me, Me. The most effective way to engage the audience is to make it about them. “Saw that YOU are growing and looking to add to YOUR AE team. YOU are probably looking to add someone with startup experience who can pivot quickly ..." Them, them, them. 5. Studied them like they were gazelle and I was the lion in an African desert. I attended webinars. Read every blog Aligned published. Listened to their podcasts. Followed each Leader on Linkedin (hi Saad Khan hi ⚡️Arthur Castillo). Tagged relevant colleagues or companies in their posts and opened up two-way dialogue this way. Are you studying each company like it’s your last meal, or like they’re a dime a dozen? TAKEAWAY The job market is tough. But by just going through the motions, we make it even tougher. Hope these 5 tips help you stand out in a noisy market. On the hunt for your next sales job? AMA about sales hiring in the comments.

Elevate your B2B sales strategy and navigate buyer resistance with finesse using these 11 Key Strategies 🌟: 1. Harness Information Asymmetry - Use your unique insights to educate clients, transforming disparities into trust-building opportunities. 🔍 2. Capitalize on Experience - Share your broad industry interactions to guide decision-making with unmatched knowledge. 📈 3. Master Artful Inquiry - Employ thought-provoking questions to uncover deep client needs, positioning yourself as a consultative partner. 🎣 4. Navigate Outcome Asymmetry - Minimize risk for clients pressured to make high-stakes decisions accurately on their first attempt. 💼 5. Leverage "I Know Something You Don't" - Introduce game-changing information respectfully to align business requirements and overcome barriers. 🗣️ 6. Focus on Value Creation - Shift from transactional to transformative sales conversations, aiding clients in understanding their unique challenges. 🛠️ 7. Counteract Misconceptions with Data - Challenge false assumptions with solid evidence to steer discussions constructively. 📊 8. Share Real-world Experiences - Use personal stories of overcoming challenges to build empathy and demonstrate commitment beyond transactions. 🌍 9. Adopt Educational Selling - Transition from a vendor to an educator, differentiating yourself by building long-term, trust-based relationships. 🎓 10. Seek Specialized Training - Enhance your skills with courses on strategic selling and information disparity, staying ahead of trends. 🏅 11. Engage with Leading Resources - Regularly visit top sales blogs for insights on strategic selling and buyer resistance. 📘 Implement these to transform your approach, focusing on education, information, and advisement for success. 💫

𝐍𝐨𝐧-𝐂𝐨𝐧𝐯𝐞𝐧𝐭𝐢𝐨𝐧𝐚𝐥 𝐖𝐚𝐲𝐬 𝐭𝐨 𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐞 𝐋𝐞𝐚𝐝𝐬: 𝐓𝐡𝐢𝐧𝐤 𝐁𝐞𝐲𝐨𝐧𝐝 𝐭𝐡𝐞 𝐔𝐬𝐮𝐚𝐥 In today’s competitive landscape, standing out means exploring non-conventional strategies to generate leads. 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧𝐬: Partner with local or niche communities that align with your business. Host workshops, sponsor events, or create challenges to engage directly with your target audience in a more personal way. 𝐆𝐚𝐦𝐢𝐟𝐢𝐜𝐚𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐂𝐨𝐧𝐭𝐞𝐬𝐭𝐬: People love games and rewards. Create engaging quizzes, challenges, or contests that are fun and aligned with your brand. Not only will it build engagement, but it will also attract leads who are genuinely interested. 𝐏𝐨𝐝𝐜𝐚𝐬𝐭 𝐆𝐮𝐞𝐬𝐭𝐢𝐧𝐠: Be a guest on relevant podcasts. Share your expertise while showcasing your brand. With podcasts having dedicated audiences, it’s a fantastic way to build credibility and reach new leads. 𝐈𝐧𝐭𝐞𝐫𝐚𝐜𝐭𝐢𝐯𝐞 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞𝐬: Use tools like AR/VR to provide a unique, immersive brand experience. For example, allowing users to virtually try your product or service before they buy can create intrigue and capture quality leads. 𝐋𝐞𝐯𝐞𝐫𝐚𝐠𝐞 𝐌𝐢𝐜𝐫𝐨-𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫𝐬: Work with influencers who have smaller but highly engaged followings in your niche. Their personal touch can bring in leads who trust their recommendations, often at a fraction of the cost of big influencers. 𝐊𝐞𝐲 𝐈𝐧𝐬𝐢𝐠𝐡𝐭: Non-conventional methods not only break the monotony of traditional lead generation but also create memorable experiences that set your brand apart. Experiment, measure, and innovate to see what works best for your audience. What’s the most unconventional strategy you’ve tried that worked wonders? Let’s discuss! #UnconventionalMarketing #LeadGeneration #CreativeStrategies #Entrepreneurship

I've chatted about this twice today: "We are all the same," "there is no USP," "fundamentally there is little difference between our products." So, what do you do? How do you stand out when the differences are so subtle? Honest opinion? Humanise the business. The people behind the business, the values, the culture/ethos—whatever you want to call it—why you do what you do and how you go about it. That is truly unique - no one has the same team. A strong voice makes all the difference. Think about someone you know who’s a great storyteller or joke-teller—you could copy them word for word, and it just wouldn't get the same response. "It’s the way they tell it." It’s the delivery, the pace, the timing, and the experience they bring to it. Companies can do that too. They sell the same thing, but they sell it differently. It’s not really a unique selling point you’re after; it’s a unique selling voice. (Come on, Mel, this sounds like more marketing BS.) I’m telling you—it works. But what if you’ve climbed so far up the homogenized marketing jargon...pipe, that it feels impossible to change? You could own it. Admit it: This isn’t working. Then be bold, be courageous, try something new. Be authentic. Be you. Why do you do what you do? Who are the people behind it? Be transparent—because transparency is incredibly endearing.

Cannabis cultivation is becoming less like farming and more like pharmaceutical manufacturing. Most consumers still imagine cannabis growing as a simple agricultural process. Plant the crop. Water it. Harvest it. But modern legal cannabis cultivation operates more like a controlled laboratory environment than traditional farming. Elite growers now monitor: light intensity airflow humidity CO2 levels water quality temperature swings nutrient absorption root zone health and terpene development in real time. Why? Because small environmental changes can dramatically impact: cannabinoid expression yield consistency mold risk terpene preservation product safety and retail quality. A few degrees of temperature fluctuation can alter plant stress responses. Poor airflow can increase contamination risk. Minor irrigation inconsistencies can impact potency, appearance, and overall consumer experience. The public rarely sees this side of the cannabis industry. Consumers see finished flower on dispensary shelves. But behind every premium cannabis product is an increasingly data-driven cultivation process built around precision, repeatability, and compliance. And that operational complexity is becoming one of the industry's biggest competitive advantages. The uncomfortable truth is that many cannabis companies still operate with outdated cultivation systems while trying to compete in a market demanding pharmaceutical-grade consistency. That becomes dangerous as regulation tightens and consumers become more educated. Because the future cannabis market will likely reward: predictable outcomes clean production advanced environmental controls and measurable product reliability. Not just high THC percentages. This is why the next generation of cannabis operators are investing heavily in: climate automation AI-assisted cultivation sensor-based monitoring genetic stabilization water analytics and precision agriculture systems. Cannabis is evolving into a science-driven industry. And over the next decade, the gap between low-tech growers and data-driven operators may become impossible to ignore. The companies that master environmental consistency today will likely define the future standards for cannabis quality, safety, and large-scale production tomorrow. cannabis cultivation precisionagriculture climatecontrol terpenes cannabinoids labtesting compliance productquality safety analytics automation greenhouse hydroponics cannabisindustry environmentalcontrol data cultivationtech innovation regulation consistency productdevelopment retailquality genetics smartfarming

A client recently said, “Our pricing has always been our biggest advantage, but it’s no longer driving results. What happened?” Here’s the reality: The market shifted. Your customers changed. But your strategy? Stayed the same. We hit the reset button, redefined their approach, and made a few key changes and boom: engagement shot up, brand loyalty skyrocketed, and sales exceeded expectations. All without a single price drop. Here’s the truth: Competing solely on price leads to a dead end. To truly stand out, your brand must offer more than just affordability. It has to be unforgettable. I call this the “Magnetic Brand Strategy.” It’s about building a brand people choose, not for the price tag, but for the connection it sparks. Here’s how you can create a brand that pulls people in: 🔸 Create Surprise Moments • Add unexpected details or experiences that catch customers off guard in a positive way. • Whether it’s a surprise gift, a thank-you note, or an unexpected feature in your product, these moments create buzz. The Results: Surprise moments build excitement and make your brand memorable, encouraging word-of-mouth marketing. 🔸 Partner with Unexpected Brands • Look for opportunities to collaborate with brands outside your industry to create something unique and unexpected. • Think limited edition products, special promotions, or events that bring something new to the table. The Results: Unconventional partnerships introduce your brand to new audiences and keep your offerings fresh and exciting. 🔸 Hyper-Personalization is Key • Move beyond general customer segmentation. Offer tailor-made experiences or exclusive offers based on individual behaviors. • Personalized touches make customers feel recognized and valued. The Results: Hyper-personalization strengthens customer loyalty and creates a stronger emotional connection to your brand. 🔸 Turn Your Employees into Brand Ambassadors • Encourage your team to represent your brand online and offline, not just as employees, but as passionate advocates. • By sharing personal experiences and enthusiasm, your team humanizes your brand and extends its reach. The Results: Customers trust people more than brands, so turning your employees into advocates builds authenticity and trust. 🔸 Build a Sense of Belonging • Build online groups, host special events, or add interactive features to your website. • When customers feel like they belong, they’re more likely to stay loyal and recommend your brand to others. The Results: A community-centered brand encourages long-term loyalty and gives your customers a reason to advocate for you. The market doesn’t care about your price tag anymore. What they care about is how your brand makes them feel—and how it fits into their lives. What’s the one thing you’re doing today to make your brand unforgettable? ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.

The Traditional Market is not going anywhere. That’s not what this post is about. This post is about how to compete with it. Estimates place the Traditional Market’s value at 8 billion annually, over twice the size of the licensed market. The reality is that many potential customers have a “weed guy”. They go to his (or her) house, sit on his couch, and blaze one while he flips them a dub and they talk about what a ripoff dispensaries are. Their weed is fire, it costs half as much as yours, there’s no check-in, no line, no hassle, and they’re homies. One way to compete with that is to convince this customer that you’re a better option than their weed guy. How? There are several factors that licensed dispensaries can leverage to gain an advantage over the Traditional Market: 1. Licensed products are required by law to be tested by and independent third-party laboratory for purity, pesticides, and contaminants. With licensed cannabis, you know exactly what you’re putting in your body and you know that it’s safe. 2. Choice and variety are another big advantage. Typically, licensed dispensaries offer a greater range of strains and products than the Traditional Market. 3. Personal safety is another advantage. Licensed dispensaries are legal, safe, secure environments to buy cannabis. 4. Marketing. People search for weed on Google. You know who they won’t find there? The unlicensed weed guy. SEO and Paid Media campaigns are invaluable tool to drive traffic to your retail location and grow revenue. At deeproots partners we call this Rank and Spank! Beyond those competitive advantages, every retailer should strive to create a brand that delivers a cannabis shopping experience that inspires people to visit the store and make it their spot. If you don’t give people compelling reasons to shop at your dispensary, they won’t. These are some the strategies (among others) I employed at Tropicanna, and we were very successful in creating a destination retail location that people wanted to visit, and a community they wanted to be a part of. But it’s not the only path. Another approach to compete with the unlicensed market is to smack them in the mouth and beat them at their own game. Over the last year, I had the privilege of working with SuperClinik/Kushagram and Smoakland on their branding, marketing, and messaging. Both companies attack the Traditional Market head on and advertise products at price points that match or beat the Traditional Market. I don’t know how they do it, but licensed weed at unlicenced prices is a “have your cake and eat it to” model that seems to work well for both companies. As I said in my previous post, none of these are magic bullets. They all require imagination and commitment. But if you doubt that these strategies work, visit a few successful retailers and see how they do things. I can promise you this: Every one of them delivers a branded retail experience their customers enjoy. So, do that. 

5 Steps to Better Strategic Selling in Cannabis Most LPs focus on tactical selling to retailers. This type of sales is transaction-driven, store focused, and undertaken by passionate albeit junior salespeople and brand ambassadors. When properly managed and executed, this approach can yield solid results. However, it’s not sufficient to deliver long term competitiveness and higher margins. What is often missing is a longer-term sales strategy tailored specifically for wholesalers and medium-to-large retail chains. This cohort has big, sustainable volume and strategic advantage in terms of crowding out your peers. Not surprisingly larger, more sophisticated entities are much harder to snag - and keep. They don’t have the same business needs as an independent store or small chain. Furthermore, big chains and wholesalers don’t want to be ‘sold’ the same way or with the same ‘why us’ pitch. Yes, data deals play a role, but they too are insufficient. Data Deals obscure the fundamental drivers of competitiveness such as product-market fit and supply chain performance.  And they are not completely legal. 🏆 To win with the big players, LPs need a more strategic, longer-term approach. ⚡ I call it Strategic Account Management.  💡 SAM generates results by building symbiotic partnerships (i.e. shared economic value) and relationships (i.e. mutual trust) with key customers. 💵 The rewards are significant, including increased ‘stickiness’, more listings/better display, and higher margins. SAM is common in B2B markets such as CPG, financial services, and IT where producers do not have an easy or economical path to directly influencing consumer behaviour.  I've deployed these SAM strategies at my consulting and fractional leadership clients: 1️⃣ Assist with financial & competitive analysis and long-term planning support that helps category manage the retailer’s assortment. 2️⃣ Develop and implement a retailer 'value proposition' that addresses THEIR business needs. I asked one of Canada's best cannabis sales leaders and LPs, Adam Coates from Decibel Cannabis Company, to add his SAM best practices: “We’ve learned that sustainable success comes from moving beyond transactional sales to building true partnerships with boards and large retail chains. For us, SAM means: 3️⃣ Deeply understanding the wholesaler and/or retailer’s business model & priorities, then tailoring solutions, through our products and programs, that clearly demonstrate value for them AND their customers. 4️⃣ Developing tailored, data-driven programs to drive sell-through. 5️⃣ Engaging channel stakeholders in innovation brainstorming and planning. At Decibel we use SAM to drive channel trust and reliability which can unlock incremental volume and margin, as well durable competitive advantage.” Hit me up.  I help leadership teams maximize sales effectiveness & efficiency for long term competitive advantage. #cannabisindustry #cannabis #sales #selling #LPS