The verdict in three sentences
A referral partner who structures their pipeline — sourcing, qualification, demo, closing, follow-up — earns far more than a seller knocking on doors at random. With realistic conversion rates (contact 100% > demo 20-30% > sale 8-12%) and 5 to 8 touches before a sale, the goal of 3 to 5 sales per month requires sourcing 60 to 100 prospects. On a showcase ticket of 250,000 to 1.2M FCFA at 15% commission + 5% recurring, the math gets very motivating.
The 5 stages of a pipeline that converts
Selling a website isn't luck: it's a process. Each stage has a single goal and a pass-through rate to the next. Knowing these rates tells you exactly how many prospects to source to hit your target.
- Sourcing: find prospects (Google Maps, markets, merchant Facebook groups, LinkedIn, referrals).
- Qualification: confirm the prospect has a need, a budget and a reachable decision-maker.
- Demo: show a personalized mockup or a demo site in the prospect's name.
- Closing: handle objections, present the price, sign.
- Follow-up: keep the relationship for recurring revenue (maintenance, SEO) and referrals.
| Stage | Pass-through rate | Out of 100 prospects | Stage goal |
|---|---|---|---|
| Contact established | 100% | 100 | Reach the decision-maker |
| Qualified prospect | 45-55% | ~50 | Need + budget confirmed |
| Demo delivered | 20-30% | ~25 | Show the value |
| Sale signed | 8-12% | ~10 | Closing |
| Recurring activated | 40-60% of sales | ~5 | Maintenance/SEO |
How many prospects for X sales per month?
The beauty of a quantified pipeline is that you run it backwards. You set a sales goal and deduce the sourcing volume needed. With an average closing rate of 10%, here are the target volumes.
| Sales goal/month | Demos needed | Prospects to source | Total touches (x6) |
|---|---|---|---|
| 2 sales | ~8 | ~40 | ~240 |
| 3 sales | ~12 | ~60 | ~360 |
| 5 sales | ~20 | ~100 | ~600 |
| 8 sales | ~32 | ~160 | ~960 |
This table explains why so many sellers give up: they source 15 prospects, close none, and conclude "it doesn't work." In reality, they didn't feed the top of the pipeline enough.
Become a Kolonell referral partner
No need to code or manage a project: Kolonell builds and delivers the sites, you bring the clients. The referral partner program rewards each sale by pole, with a recurring share on maintenance and SEO.
| Pole | Commission on sale | Recurring | Typical ticket |
|---|---|---|---|
| Showcase | 15% | 5% | 250,000-1.2M FCFA |
| E-commerce | 12% | 5% | 1-4M FCFA |
| Marketplace | 10% | — | 2.5-12M FCFA+ |
| Institutional | 8% | — | 5M FCFA+ |
On a single showcase sale at 800,000 FCFA, the commission is 120,000 FCFA, plus 5% recurring on maintenance. Three showcase sales a month at that level is 360,000 FCFA/month — before counting the recurring that accumulates month after month.
Mini case study
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Aminata, a referral partner in Lagos, sets a goal of 3 showcase sales per month. Applying the pipeline rates, she sources 60 prospects/month (Google Maps + markets + referrals), qualifies 30, delivers 12 demos and signs 3 to 4 sales. Average ticket: 700,000 FCFA.
Her 3 sales earn her 3 x 700,000 x 15% = 315,000 FCFA in direct commission. Over 6 months, keeping half her clients on maintenance at 80,000 FCFA/month, her recurring share climbs steadily: about 9 recurring clients x 80,000 x 5% = 36,000 FCFA/month extra by month 6. Total at month 6: over 350,000 FCFA, with a recurring base that grows without new effort.
FAQ
How many prospects should I really source per month?
To target 3 sales/month at a 10% closing rate, count 60 sourced prospects. The pipeline runs backwards: sales goal divided by closing rate gives the top-of-funnel volume.
How many touches before closing a sale?
In local B2B, count 5 to 8 touches (call, WhatsApp, demo, follow-up) before signing. Most sales are lost for lack of follow-up, not lack of interest.
How much does a Kolonell referral partner earn?
Commission is 15% + 5% recurring on showcase, 12% on e-commerce, 10% on marketplace, 8% on institutional. A showcase sale at 800,000 FCFA earns 120,000 FCFA, plus recurring.
Do I need technical skills to be a partner?
No. Kolonell builds and delivers the sites. You bring the contact and the relationship; we handle production, the technical demo and maintenance.
Where do I find the best prospects?
Google Maps (businesses without a site), markets and merchant associations, Facebook groups, LinkedIn and above all referrals from your first satisfied clients, which convert far better.
Let's talk about your project. Join the Kolonell referral partner program: 15% + 5% recurring on showcase, we train you and deliver the sites. 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.
