The verdict in three sentences
A good referral pitch fits in 30 seconds and doesn't sell a website: it sells a business result (more clients, fewer missed calls). The winning structure is hook + proof + question, followed by a personalized demo sent over WhatsApp. In 2026 figures: a cold pitch converts at 8%, a warm introduction at 25%, and each showcase signing earns you 75,000 FCFA.
The word-for-word script
Here is the frame to adapt. It runs about 30 seconds out loud.
"Hi [First name]. I noticed [business] doesn't have a website — or one that's hard to find on Google. Today 8 out of 10 customers check a business online before calling. I work with Kolonell, an agency that builds professional sites delivered in 10 days from 250,000 FCFA, with Wave payment. I can send you a demo in your name in 2 minutes on WhatsApp — want to see what it would look like?"
The script's four levers:
| Element | Role | Duration |
|---|---|---|
| Personalized hook | Show you looked at their case | 5 s |
| Shock statistic | Create urgency (8/10 check online) | 7 s |
| Proof + price | Reassure (10-day delivery, from 250,000 FCFA) | 10 s |
| Closing question | Get an easy yes (see the demo) | 8 s |
The goal isn't to sell on first contact, but to get agreement to send a demo. The personalized demo does 70% of the convincing.
The 3 objections and their answers
| Objection | What they really think | Your answer |
|---|---|---|
| "It's too expensive" | I don't see the return | "A single new client a month pays back the site in a year. And we start at 250,000 FCFA, payable in two installments." |
| "I don't have time" | This will be work for me | "You have nothing to do: Kolonell handles everything, we just need your logo and 3 photos." |
| "I already have Facebook" | Facebook is enough for me | "Facebook rents you a storefront; a website gives you one you own, with Wave payment and Google ranking." |
An objection isn't a refusal: it's a request for information. Answer in one sentence, then ask the closing question again.
Need a professional website?
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Becoming a partner and getting paid for this pitch
This script is the one Kolonell provides to its referral partners. Every prospect you convert earns you a commission: 15% + 5% recurring on a showcase site, 12% on e-commerce, 10% on marketplace, 8% on institutional. On a 500,000 FCFA showcase site, that's 75,000 FCFA per sale, paid via Wave within 7 days. You prospect, we produce and follow up with the client — you just have to master these 30 seconds.
Mini case study
Modou, a ride-hailing driver in Dakar, tests the pitch with his passengers during rides. In a month he delivers it 20 times. Cold rate 8%: he gets 1.6 signings, rounded to 2. Two showcase sites at 500,000 FCFA = 2 × 75,000 = 150,000 FCFA in commission. The next month, two happy clients recommend him: his warm introductions convert at 25%, and out of 8 referrals he signs 2 more. His income climbs with no extra prospecting effort.
FAQ
Do I have to memorize the pitch? No, but keep the structure: hook, statistic, proof, question. Improvise the words, respect the order. A robotically recited pitch converts half as well.
What if the prospect says yes to the demo? Send the personalized demo within 2 hours while they're warm, then follow up at 48 hours. The 48-hour follow-up recovers about 30% of the undecided.
Does the pitch work over written WhatsApp? Yes, adapt it into a short message. WhatsApp-first works well in West Africa: open rate above 90% versus 20% for an email.
How many pitches for one sale? Cold, count about 12 to 15 contacts per signing (8%). Warm, 4 are enough (25%). Always favor introductions through referrals.
Let's talk about your project. Get the full script and your customizable demos by becoming a Kolonell partner. 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.