Why word of mouth still drives cannabis deals

This is part of a regular series of MJBizDaily interviews with major THC industry players. To be considered for an interview, contact editorial@mjbizdaily.com.

Jennifer Makris has a simple test for whether a personal brand is working: What do people say about you when you’re not in the room?

For Makris, that personal reputation has become a business asset. It has helped the founder of Tampa-based Cannabis Cash Consultants build her cash-management solutions business in an industry crowded with service providers.

With many competing ancillary businesses all chasing the same cannabis clients, Makris has made word-of-mouth referrals her primary growth engine, and credibility her core product.

Makris, who has built a personal brand as the “Cannabis Cash Queen,” entered the cannabis industry through banking about a decade ago, when Florida legalized medical marijuana use.

The cash-management and logistics company she worked for at the time wasn’t ready to serve cannabis clients. But instead of turning operators away, Makris sought out and vetted regional banking services providers willing to work with legal operators.

Solving a problem others walked away from helped Makris build credibility, laying the foundation for the client base she has today.

“Integrity – doing what you say you will do, when you say you will do it – fills the tank for your brand,” Makris told MJBizDaily.

Makris will discuss her success building trust and a buzz-worthy brand at MJBizCon Dec. 1-4 at the Las Vegas Convention Center in a session called “Credibility Over Noise: The Power of Personal Brand in Cannabis.” Get your MJBizCon ticket today to join Makris and other industry leaders in Las Vegas.

Why is credibility so important in the cannabis industry?

Credibility, trust and rapport are what turn satisfied clients into word-of-mouth referrals – what Makris believes is the strongest measure of a personal brand.

“It’s the highest form of a compliment anyone could give me,” said Makris, whose firm helps state-legal retailers and operators navigate cash-handling challenges caused by federal banking restrictions. 

The most common mistakes Makris sees among ancillary providers to the cannabis industry often come down to protecting the business, its value and knowing where to focus.

Ancillary businesses serving cannabis operators sometimes fail to protect their intellectual property early, an avoidable misstep that can create problems later.

Other ancillary service providers build credibility and rapport with clients but still hesitate to ask for what they’re worth.

Ancillary service providers can also overextend themselves by spreading themselves too thin until the brand becomes diluted.

Competitive pressure adds to the challenge. As more providers enter the space and service offerings begin to look alike, Makris said it’s important to be intentional about where the energy goes.

The best place to be is where operators are.

“Put yourself in the room where the cannabis-related conversations are being had,” she said.

How can cannabis brands build visibility and trust?

Showing up builds visibility. But it does not build trust.

“Just because you show up, what is the meat and potatoes? What is the man behind the curtain?” Makris said.

Trust and visibility build on each other in a cycle. Visibility opens the door while delivering on promises keeps it open and generates the referrals that start the process again.

For anyone trying to strengthen a personal brand, Makris offers a short list:

• Show up: Attend local events and align with organizations that create visibility.
• Clarify your core message: A clear, 30-second pitch, refined over time, is essential.
• Build a local network: Warmer introductions get providers in the door faster in what she calls a relationship-driven industry.

In her experience working in cannabis banking, relationships matter about 10 times more than they do in traditional banking, she said.

What does ‘noise’ in cannabis look like?

Discipline in those areas helps operators cut through the distractions competing for their attention.

In cannabis, “noise” is the flashy new object that pulls focus from decisions that move a business forward, Makris said.

Operators encounter it constantly when evaluating equipment, services and vendors.

Her filter comes down to one question: What are the long-term implications of choosing X over Y?

For Makris, turning down the noise means separating emotional reactions from rational decisions that will advance business objectives.

That distinction is especially important in cash management, where choices made for short-term relief can create long-term problems.

Makris often asks clients, “Are we looking at this from a rational or emotional perspective?”

It’s a question that can prevent costly decisions and keep operators focused on what will benefit the business over time.

Why should creating a personal brand be a priority?

Makris puts personal branding among the top three priorities for any leader.

A strong personal brand is what makes that adaptation possible, she said.

That brand – not the job title – is what carries a leader into the next phase of the industry.

“People will do business with you because of the brand that you’ve created,” she said.

Conversations like this will continue at MJBizCon, where cannabis executives, investors and policymakers gather to examine the trends shaping the industry’s future. Register to attend MJBizCon 2026 here. 

Margaret Jackson can be reached at margaret.jackson@mjbizdaily.com.