The verdict in three sentences
A referrer needs no long speech: a well-built 30-second pitch converts about 1 SME in 5 approached. The winning structure holds in 4 beats — problem, proof, offer, call to action — and always ends with a closed question. Mastering the 3 common objections (price, time, usefulness) lifts the closing rate from ~15 % to ~25 %.
The 4-beat script
Every sentence has a role. The goal is not to sell the site, but to secure a meeting or an agreement to connect.
| Step | Duration | Sample line |
|---|---|---|
| Problem | 7 s | "Do your customers find you on Google before coming in?" |
| Proof | 8 s | "A shop like yours doubled its calls in 2 months with a site." |
| Offer | 8 s | "A pro turnkey site, from 250,000 FCFA, delivered in 10 days." |
| Call to action | 7 s | "I'll connect you with the team this week, does that work?" |
The pitch ends on a yes/no, never on "think about it". That is what triggers the decision and protects your 90-day attribution.
Handling the 3 objections
Objections are not refusals, they are requests for information. A figure-backed answer defuses them.
| Objection | Typical answer | Figure-backed argument |
|---|---|---|
| "It's too expensive" | "The Starter is 250,000 FCFA, payable in 2 installments." | ~2 gained clients repay it |
| "I don't have time" | "You do nothing, the team handles everything." | 10-day delay, 0 h of your time |
| "I don't need it" | "80 % of your customers check Google before buying." | 1 client in 5 searches you online |
As a referrer, you earn 15 % on this Starter showcase, i.e. 37,500 FCFA, plus 5 % recurring on maintenance: your 30-second pitch is worth money.
Mini case study
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Aminata, a referrer in Accra, tests her pitch at the market. In one week she approaches 25 merchants.
- Target conversion rate: 1 in 5 → 5 meetings secured
- Of 5 meetings, 3 sign a Growth showcase at 500,000 FCFA
- Commission: 3 × 15 % × 500,000 = 225,000 FCFA
- Time invested: about 6 hours of field work over the week
Her hourly return works out to ~37,500 FCFA per prospecting hour, far above most local activities, thanks to a short, repeatable pitch.
FAQ
How many SMEs to approach for one sale? With a polished pitch, count about 5 approaches per conversion, i.e. a closing rate of ~20 %.
Do I need technical details? No, the pitch stays commercial: problem, proof, offer, action. The Kolonell team handles all the technical part after the connection.
Which objection comes up most? Price, in ~60 % of cases. The answer "payable in 2 installments, repaid by 2 gained clients" neutralizes it most often.
Does the pitch change by segment? Yes: for e-commerce you stress Wave/Orange Money, for institutional you stress credibility and compliance, with much higher tickets.
How much can I earn with this pitch? At 3 Growth showcase sites/month, that is 225,000 FCFA in direct commission, plus the maintenance recurring that accumulates.
Let's talk about your project. Become a Kolonell referrer, master the 30-second pitch and earn 15 % per referred showcase plus 5 % recurring. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
