Let’s have a real conversation. One that might feel a little uncomfortable, but is long overdue in our industry.
We’ve all said it
“My clients won’t pay my prices.”
“They won’t buy my retail. “They “They just go to Amazon, Target or other over-the counter retailers.”
And yes, it’s frustrating. You’ve invested in your education, your products, your time, and your experience. You know your value. So when a client chooses convenience or price over you, it can feel personal.
Yet, here’s the question we need to ask ourselves:
Are we doing the exact same thing to the very people who support our business?
The Mirror We Don’t Always Want to Look Into
Think about the Distributors in our Industry. Yes, including me.
Think about the manufacturer who created the products you trust behind your chair.
Do you:
- Price shop them?
- Look for the cheapest option online?
- Skip purchasing from them because “I can get it faster or cheaper somewhere else”?
If the answer is yes…even occasionally…then you are participating in the same behavior you say frustrates you.
That’s not judgment. That’s awareness.
The Reality of How This Industry Works
This industry is built on relationships.
- Manufacturers invest in research, development, and safety.
- Distributors invest in inventory, education, support, and accessibility.
- Salon professionals invest in skill, service, and client experience.
And clients invest in trusting you.
When any level of that chain is broken or bypassed, it affects everything.
When a client buys from Amazon instead of you, you lose revenue.
When you bypass your distributor or manufacturer, they lose the ability to support you.
It’s not just about the sale.
It’s about sustaining the system that supports your business.
Price vs. Value. It Goes Both Ways
We often say to clients or at least should be;
“You’re not just paying for the product, you’re paying for my knowledge, my guidance, and the results.” (read my article of last week)
That’s true. Yet the same applies upstream.
When you purchase from a trusted distributor or directly from a manufacturer, you’re not just buying a product:
- You’re buying education
- You’re buying support when something goes wrong
- You’re buying confidence in what you’re using on your clients
- You’re supporting the people who show up for you
Amazon doesn’t educate you.
Discount sites don’t stand behind you.
And when something goes wrong…they’re not there to help you fix it.
The Bigger Picture
If we want clients to:
- Respect our pricing
- Trust our recommendations
- Purchase from us instead of searching elsewhere
Then we have to model that same behavior.
Because value isn’t something we can demand…it’s something we demonstrate.
A Shift Worth Making
This isn’t about being perfect. It’s about being intentional.
Before clicking “buy now” somewhere else, ask:
- Am I supporting the people who support me?
- Am I reinforcing the behavior I want from my own clients?
Because the truth is…
The way we buy is often the way our clients learn to buy.
This industry thrives when we lift each other up, not when we quietly undercut one another.
So the next time frustration creeps in about clients going elsewhere, pause for just a moment and reflect:
Are we asking for something we’re not fully practicing ourselves?
Awareness leads to change.
And change…done consistently…is what builds stronger businesses, stronger relationships, and a stronger industry.
Final Thought
Let me also say this, because I understand it. I truly do.
Prices are rising. It’s hard for all of us. Every level of this industry is feeling it, from the manufacturer, to the distributor, to you behind the chair.
Even with that… it matters where we choose to spend our dollars. It’s not just about supporting the people who support you, it’s about protecting the integrity of our industry.
And while we’re being honest, there’s another layer that doesn’t get talked about enough…
It’s no less frustrating when manufacturers start going directly to your clients, at the same price they sell to you.
You can argue they need to survive. I understand that perspective.
Yet, having lived through this in another industry completely unrelated to beauty, I can tell you exactly where it leads.
It will kill your business.
It strips away your ability to offer products as a meaningful revenue stream. It makes it harder to stand behind your pricing. And over time, it chips away at your confidence to charge what you’re truly worth.
Now, I know some of you support this model. You like the convenience, the accessibility, the exposure. And that is absolutely your prerogative.
Then we can’t turn around and complain when our clients do the same thing to us. When they go to Target to have their nails polished by a machine… When they order press-ons from Amazon…When they decide to DIY instead of sitting in your chair.
That’s the ripple effect.
We can’t expect loyalty if we don’t model it. We can’t expect value if we don’t uphold it.
If we want to protect what we’ve built as professionals, then we have to protect the system that supports it. And that starts with you.
I truly welcome your thoughts, so please share below. I welcome open, honest conversation which we can all learn from. Help me understand!
