The verdict in three sentences
An effective referral pitch attacks the owner's problem (invisible on Google) before touching on tech. It promises a measurable result (more customers), proves it with a local case, and ends with a low-commitment call to action: a free audit. In 30 seconds, the goal is not to sell the site, it is to get the meeting.
Feature pitch vs result pitch
The difference between a partner who converts and one who fumbles comes down to the angle chosen.
| Element | Feature pitch (avoid) | Result pitch (use) |
|---|---|---|
| Hook | "We build sites in Next.js" | "Your customers search for you on Google and can't find you" |
| Promise | "A nice responsive design" | "More calls and orders every month" |
| Proof | "We've built 20 sites" | "A restaurant in Dakar: +40 % bookings in 3 months" |
| Call to action | "Do you want a quote?" | "I'll give you a free 15-minute audit" |
| Response rate (est.) | 5 to 10 % | 25 to 35 % |
The result pitch speaks to the owner's wallet, not to technical curiosity. That is what triggers the meeting.
The 5 qualifying questions
Before passing a lead up, the partner qualifies with 5 quick questions. This avoids false hopes and saves everyone time.
| # | Question | What it reveals |
|---|---|---|
| 1 | Do you already have a site (or only a Facebook page)? | Digital maturity |
| 2 | How many customers from the web per month? | Real pain |
| 3 | Do you sell online or take bookings? | Service (showcase vs e-commerce) |
| 4 | Do you have a budget between 400,000 and 800,000 FCFA? | Solvency |
| 5 | Who decides and by when? | Sales cycle |
A lead answering favorably to these 5 points is a warm lead, with a typical ticket of 400,000 to 800,000 FCFA and a partner commission of 12 to 15 %.
The partner scale at a glance
| Service sold | Commission on sale | Recurring |
|---|---|---|
| Showcase site | 15 % | + 5 % maintenance |
| E-commerce | 12 % | + 5 % maintenance |
| Marketplace | 10 % | high tickets |
| Institutional | 8 % | very high tickets |
On a showcase ticket of 600,000 FCFA, the partner earns 90,000 FCFA at closing. Two successful pitches a month is already 180,000 FCFA.
Mini case study
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Awa, who runs a boutique in Dakar, meets a Kolonell partner. He tells her: "Your customers find you on Instagram but not on Google, and your competitors take online orders while you close at 7pm." Awa asks for the free audit. Three days later, she signs a Starter e-commerce at 1,000,000 FCFA. The partner earns 12 %, or 120,000 FCFA, for a 30-second pitch and an introduction.
FAQ
What should the 30-second pitch contain?
Four beats: the problem (invisible on Google), the promise (more customers), the proof (a quantified local case) and the call to action (free audit). Nothing technical.
Why avoid talking about features?
Because the owner buys a result, not Next.js. The result pitch converts 3 to 4 times better than the feature pitch.
What ticket to target for an SME?
In 2026, a ticket of 400,000 to 800,000 FCFA covers most showcase sites and small e-commerce, with a partner commission of 12 to 15 %.
How many questions to qualify?
Five: existing site, web customers/month, online sales, budget, decision-maker and timeline. They filter cold leads in two minutes.
What to do after the pitch?
Immediately offer the free 15-minute audit and pass the lead through the tracking link to attribute the commission.
Let's talk about your project. Get the full pitch kit and start placing sites this week. 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.
