The verdict in three sentences
In Thiès, many traders in fabrics, hardware, phones or cosmetics buy from China, Turkey or Dubai through a middleman who takes 5 to 10% of every order, simply because he speaks English. Being able to write a price request, negotiate a rate and draft a complaint in English lets you deal directly on WeChat, WhatsApp and email, and keep that margin. A business English course at 100,000 FCFA often pays for itself with the first or second order.
What the middleman really costs
The middleman provides a service: he finds the supplier, translates, follows the shipment. But his commission applies to every purchase, even when you already know the supplier. And when something goes wrong (wrong colour, missing quantity), he negotiates, not you.
| Purchases per quarter | Commission at 5% | Commission at 10% | Over 12 months (at 7.5%) |
|---|---|---|---|
| 1,000,000 FCFA | 50,000 FCFA | 100,000 FCFA | 300,000 FCFA |
| 2,000,000 FCFA | 100,000 FCFA | 200,000 FCFA | 600,000 FCFA |
| 3,000,000 FCFA | 150,000 FCFA | 300,000 FCFA | 900,000 FCFA |
| 5,000,000 FCFA | 250,000 FCFA | 500,000 FCFA | 1,500,000 FCFA |
| 10,000,000 FCFA | 500,000 FCFA | 1,000,000 FCFA | 3,000,000 FCFA |
These calculations are indicative. Dealing directly does not remove every cost: the freight forwarder, customs clearance at the port of Dakar and transport to Thiès still apply. But the brokerage commission disappears on the suppliers you manage yourself.
Situations to master in English
Exchanges with a supplier in Guangzhou, Istanbul or Dubai always follow the same steps. Each one has standard phrasing worth knowing:
- Request for quotation (RFQ): minimum order quantity (MOQ), unit price, production lead time, payment terms.
- Negotiation: ask for a volume discount, a free sample, a deposit reduced to 30%.
- Order confirmation: proforma invoice, specifications, packaging, Incoterm (FOB, CIF).
- Shipment tracking: bill of lading number, estimated arrival date.
- Complaint: non-compliant goods, photos as evidence, request for a credit note or replacement.
| Way to learn | 2026 cost | Duration | Suited to international trade? |
|---|---|---|---|
| Private lessons in Thiès | 8,000 to 12,000 FCFA an hour | 30 h = 240,000 to 360,000 FCFA | Depends on the teacher |
| Language school, general English | 100,000 to 250,000 FCFA a term | 30 to 40 h | Barely, general vocabulary |
| Machine translation alone | 0 FCFA | Immediate | Risk of errors on prices and Incoterms |
| Kolonell Academy, level 4 business English | 100,000 FCFA (about 152 EUR) | 34 h | Yes: formal emails, figures, negotiation |
| Professional English track (5 levels) | 350,000 FCFA instead of 450,000 | Beginner to expert | To start from zero |
The course Business English: presentations, negotiation and documents is level 4 of the track, 100,000 FCFA for 34 h, with explanations in French. It covers formal emails, negotiating prices and lead times, figures and business documents, with a complete business file at the end. It assumes an intermediate level; if you are a beginner, the Professional English track starts at level 1 at 25,000 FCFA, and the 5 levels cost 350,000 FCFA instead of 450,000 FCFA.
Keep the middleman or not?
Handling everything alone overnight is not always wise. A realistic approach: keep the middleman for finding new suppliers and for factory visits, and deal directly with the 2 or 3 regular suppliers who account for most of your purchases. Always ask for a written proforma invoice and pay through traceable channels.
Mini case study
Learn this skill with Kolonell Academy
Short, practical online courses (taught in French), graded exercises, certificate. Pay with Wave or Orange Money.
Moussa, 38, runs a hardware shop near the central market in Thiès. He buys about 3,000,000 FCFA per quarter from China through a middleman charging 7%, or 210,000 FCFA per quarter and 840,000 FCFA a year. His English is school level: he understands WeChat messages but does not dare negotiate.
He pays 100,000 FCFA for the business English course with Wave and completes it in 10 weeks, 3 to 4 hours a week. He then deals directly with his two main suppliers, who make up 70% of his purchases. Estimated savings: 70% of 210,000 FCFA, or 147,000 FCFA per quarter. The course is paid back with the first direct order. This is an estimate, but it shows the order of magnitude.
FAQ
Do my Chinese suppliers really speak English?
Most export sellers on Alibaba, Made-in-China or at the Canton Fair communicate in simple English. Clear English and precise figures matter more than a perfect accent.
What about Turkish suppliers?
In Istanbul, the Laleli and Merter wholesalers who work with Africa use business English, sometimes French. The formal emails learned in 34 h apply there too.
Do I need a good level to take level 4?
An intermediate level (B1) is recommended. Otherwise, start at level 2, at 50,000 FCFA, which covers emails and phone calls.
Does the course include reusable templates?
Yes, templates for formal emails, negotiation and documents. You can adapt them to WeChat or WhatsApp in a few minutes.
How do I pay from Thiès?
100,000 FCFA by Wave or Orange Money, immediate access once confirmed and a verifiable certificate at the end.
Take the next step. Enroll in Business English: presentations, negotiation and documents: 34 hours, 100,000 FCFA, verifiable certificate. Pay with Wave or Orange Money. Questions? 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.
