How Do You Sell Hair Color – On Price or Expertise?

Do you want to be replaceable? Then keep selling on price.

Let’s be honest – if all you bring to the table is a discount, you’re replaceable.
You’re not worth more than the price you’re cutting.

And that’s where we are today.
Hair color is being sold on campaigns, slashed margins, and quick deals – not knowledge.

But here’s the thing:
That’s not where the real value lies.
Hairdressers aren’t just buying color.
They’re buying confidence. Guidance. Growth.
And if you’re not the one delivering that – someone else will.

Are you a deal pusher – or a trusted advisor?

There’s a big difference.
A deal pusher rattles off discounts.
An advisor creates value.
And value builds relationships.

I know some raise an eyebrow when a hairdresser talks about sales.
But I’ve sold color to salons myself – and I know what it takes to earn trust in the chair, in the salon, and at the sales meeting.

Sell hair color with knowledge – not just with deals

Selling color isn’t about being the cheapest.
It’s about being the one who brings the most value.

And yet, what do we often see?
Discount after discount. Free developer. Lower prices on bulk orders.
Sure – it might work short-term.
But it doesn’t build loyalty. It doesn’t build trust.
And it doesn’t help the hairdresser understand what makes your brand different.

Because when someone else shows up with an even lower price – what do you have left?

You don’t win with price.

You win with expertise.

When price becomes your main argument – you lose control

It’s tempting to think that price is what matters most. Especially in an industry where many struggle with margins and time.

But that’s a dangerous trap.
Because every time you lead with price, you teach the hairdresser to wait for the next discount.
You lose your credibility. You become just another rep. And your product becomes replaceable.

Here’s the irony:
Most sales reps already know this – when it comes to retail and styling.

That’s where we talk ingredients. Features. Results.
But when it comes to color? Silence.

Many don’t dare to talk about hair color – so they end up talking only about price.

But what if you could build a relationship where the hairdresser truly understands why your color offers better durability, smarter toning, or more consistent results – and learns how to use it the right way?

Then you don’t just make a sale.
You gain a loyal customer.

“What are your USPs?” – and why no one cares

You’ve probably said it hundreds of times:
Our color is shiny. Ammonia-free. PPD-free. Long-lasting. Gray-covering. Fades nicely.

But guess what?
Everyone says that.
It’s no longer unique. It’s not even interesting.

Because most color lines today check those boxes.
They’re baseline expectations – not selling points.

That’s why it’s critical to get to know each stylist.
What’s a selling point for one stylist might be totally irrelevant to another.

And that’s where your knowledge comes in.
When you understand your system – and understand what the stylist actually needs –
you can translate technical features into real value.

Maybe it’s about pigment load.
Maybe it’s the range of shades.
Maybe it’s access to an acidic demi.
Some want ammonia – some don’t. Many want both.

Some need education and support.
Sometimes, it’s simply about the confidence you bring as their rep.

This is exactly why I sometimes do competitive analysis for brands.
Not to pit systems against each other – but to understand how to position a brand for different audiences.
To find the strengths and weaknesses of a color line.
To understand where and how it fits best.

It’s not about being the best brand out there.
It’s about being the best fit for that stylist – right now.

Changing color brands is like changing jobs

Why do we switch jobs? Usually, it starts with dissatisfaction.
Maybe it’s about pay, a manager, lack of growth – or simply not enjoying work anymore.

It’s the same with color.

Stylists rarely switch color lines because the product is bad.
It’s usually about other things:

• The relationship with the company

• A feeling of being unseen by the rep

• Poor shade selection

• A system that feels outdated

• Wanting something more or less pigmented

• Or yes – price

But even when stylists are unhappy, many still don’t make a change.
Why?
Because they’re comfortable. Because it’s familiar. Because it’s what they’ve always used.

Here’s where you, as a rep, can make a real difference:
Start by showing genuine interest.
Ask what they like most about their current line.
Then ask what they’re less happy with.

Those answers give you insight.
Not just into how they work – but into whether switching even makes sense.

Because if a stylist is 100% satisfied, they won’t switch – no matter how good or cheap your color is.

But if there’s dissatisfaction? Then you know where to begin.

Switching color takes guts, energy, and clarity.
Just like switching jobs.

So how do you get there?

With knowledge.

When a stylist truly understands color – beyond any brand – the transition becomes easier.

And that’s exactly where Become A Better Colorist makes a difference.

It gives stylists the confidence to make decisions based on facts – not fear.

A real-life example

When we had a salon with staff, we used an expensive color line – but it came with training and support.
The thing was, we didn’t need the training.

Our team was already strong. We trained in-house. Everyone had Become A Better Colorist as a reference.
We were paying for something we didn’t use.

At the same time, the economy was tight – and we needed to cut costs.
So we switched.

Not because the color was bad – it wasn’t.
But because the overall setup no longer fit our needs.

We switched to the most affordable system we could find – with an acidic demi, which we needed.
There was no training – and that was fine.
Our team had the knowledge.

They hit the ground running.

And that proves something important:

There are very few bad color lines today.
But every system has its strengths and weaknesses.

It’s not just about what’s in the tube – it’s about everything that comes with it.

When the stylist understands – you sell more

Stylists want to succeed.
With their formulas. With their clients. With their profits.

And that’s where you come in.

When you help them succeed – sales follow.

But that takes knowledge.
You need to understand the product. The chemistry. The differences.
And be able to explain it in a simple, helpful way.

Can you answer questions like:

• Why do certain shades fade faster?

• How do I avoid green ends?

• What should I know when switching from Brand A to Brand B?

If so – you’re not just a rep.

You’re a resource.
An advisor.
An extension of the education team.

And you know what?

That’s the kind of rep we stylists listen to.

Become A Better Colorist – your support as a rep

One of the biggest challenges you face as a rep is that stylists vary wildly in their knowledge.

Some are self-taught.
Some haven’t had training in 20 years.
Some are total color nerds – others still mix by guesswork.

So how do you meet all of them where they are?

That’s where Become A Better Colorist becomes a tool.

With a brand-neutral educational reference, you always have something to lean on.
You can open the book, show an illustration, or reference an exercise.
You can offer training that builds confidence – without it feeling like a sales pitch.

You help the stylist feel seen. Not like a number in your quota – but as a professional who wants to grow.

It also helps you speak about color with more confidence – even if you’ve never stood behind the chair.

And if you want to take it even further?
There’s a version built just for you – Special Edition: For Sales Teams.

We break down what you, as a sales rep, need to understand to talk about color with confidence:
How different systems work. What stylists actually need. And how to turn technical data into real value behind the chair.

The book also works as a reference guide.
Many reps start by simply reading it and marking what resonates.
That builds a foundation – one that makes you stand stronger in every sales conversation.

What works today – and builds tomorrow’s business

Here are a few examples of what resonates with today’s stylists:

•  “Want longer-lasting color with fewer corrections?”
• “I have a training tool that helps your team understand why the color works – not just how to mix it.”
•  “Want better ways to talk to your own clients – so you don’t have to discount in the chair?”
•  “I don’t just want to sell you color – I want to help you use it so that you earn more.”

When you sell from that perspective, you build something that lasts far beyond the next promotion.

From price wars to trust-based sales

There will always be someone cheaper.
But that’s not your edge.

Your edge is that you bring something more than a product.

You bring knowledge.
You bring experience.
You understand what stylists need – and how your color line can help them succeed.

So the next time you step into a salon – bring more than a price list.

Bring purpose.
Bring curiosity.
And bring the tools that help them grow.

/Camilla Rörstrand