What separates good cannabis sales teams from great ones? According to Kristi Ryder, it’s not just hustle or territory management—it’s empathy, education, and brand alignment.
On a recent episode of High Touch, Kristi Ryder walked us through how she built a sales motion that still stands out in a crowded and deeply discounted market. From her start behind the dispensary counter to pioneering live resin pods and leading national sales teams, Kristi has developed a playbook that many cannabis brands could learn from.
1. Sell the Experience, Not Just the Product
When PAX launched their first pod system in Colorado, they weren’t just offering a new piece of hardware. They were offering a premium, tech-forward experience with an app, temperature control, and a sleek design. It was a new way to consume cannabis.
“People couldn’t say no when you showed them the experience the customer would have,” Kristi said. “Even if the price point was higher, the innovation sold itself.”
Rather than focus solely on THC percentages or price points, Kristi sold the use case. What did it feel like to carry a personalized vaporizer you could control from your phone? What did it mean to have a pod that preserved the full terpene and cannabinoid profile of the plant?
The takeaway: lead with the customer’s emotional experience—not the spec sheet.
2. Bring More Than a SKU—Bring a Marketing Budget
One of Kristi’s sharpest insights came when she reflected on how many cannabis brands expect retailers to do all the work.
“So many brands lean on the retailer to move their product,” she said. “They don’t bring a marketing budget. They don’t know their customer.”
At PAX, Kristi makes sure the brand shows up with trade marketing support, consumer awareness campaigns, and actual dollars to put behind a launch. It’s not about slotting fees—it’s about shared outcomes.
She encourages retailers to ask every brand the same question:
“What’s your plan to drive customers into my store?”
3. Use Data to Guide, Not Just Report
From retention rates to first-time customer conversions, Kristi is hungry for actionable data. But she’s also honest about the gaps in the industry.
She pointed out how cannabis lacks the Nielsen-style infrastructure other CPG categories rely on. That’s why her team has built custom surveys, partnered with platforms like SparkPlug, and even used budtender feedback to guide product decisions—like letting a strain name be voted on by retail staff instead of picked by leadership.
“Budtenders are on the front lines. They know what the customer wants. We’d be crazy not to listen.”
4. Personalization at Every Touchpoint
One of PAX’s most beloved sales tools? A laser engraver.
At in-store events and brand activations, customers can personalize their PAX device with their name, a phrase, or custom artwork. It’s simple, but effective.
“People will come in with ten devices just to get them engraved,” Kristi said. “It creates this emotional connection to the product. It’s not just hardware anymore—it’s yours.”
PAX has even rolled out online engraving through their e-commerce site, showing how this tactic has scaled beyond retail events into their broader brand experience.
Building a great cannabis sales team isn’t about out-discounting the competition. It’s about clarity, consistency, and connection. Kristi Ryder is proof that when you lead with the brand—and back it up with insight, education, and experience—you don’t just close the deal. You build loyalty.
🎧 Listen to Kristi on High Touch for the full conversation on how she’s helped shape the most recognizable brand in cannabis.
