The verdict in three sentences
In Touba, many traders importing from Dubai, Guangzhou or Istanbul still rely on an intermediary to write to suppliers and discuss prices, at a 3 to 5% commission on every order. On a 15,000,000 FCFA order, that commission costs 450,000 to 750,000 FCFA, 4 to 7 times the price of Kolonell Academy's Business English course, 100,000 FCFA (152 EUR / 165 USD) for 34 hours online. The course targets level B2 and assumes B1 at the start: if you are below that, the track offers entry levels from 25,000 FCFA.
What not negotiating in English really costs
Suppliers in Dubai, China and Turkey work in English by email, WhatsApp and video call. When you cannot read a proforma, challenge a price or demand a shipping date in writing, someone does it for you and gets paid. The table below gives 2026 orders of magnitude for a mid-sized trader.
| Order value | 3% intermediary commission | 5% intermediary commission | Orders per year | Annual cost at 4% |
|---|---|---|---|---|
| 3,000,000 FCFA (small batch of parts or fabric) | 90,000 FCFA | 150,000 FCFA | 6 | 720,000 FCFA |
| 8,000,000 FCFA (appliances, cosmetics) | 240,000 FCFA | 400,000 FCFA | 4 | 1,280,000 FCFA |
| 15,000,000 FCFA (partial 20-foot container) | 450,000 FCFA | 750,000 FCFA | 3 | 1,800,000 FCFA |
| 25,000,000 FCFA (full container) | 750,000 FCFA | 1,250,000 FCFA | 2 | 2,000,000 FCFA |
| Extra price gap won by negotiating yourself | 1 to 3% more | depends on supplier | estimate | |
| Poorly worded dispute (non-compliant goods) | loss of 5 to 20% of the batch | without clear written proof |
Speaking English does not remove every intermediary: the freight forwarder, the quality inspection agent or customs clearance remain separate trades. But writing to suppliers, negotiating price and filing a written claim are things you can take back.
Options to learn business English from Touba
| Option | 2026 price | Duration | Format | Suited to import-export? |
|---|---|---|---|---|
| Kolonell Academy, level 4 Career "Business English" | 100,000 FCFA (152 EUR / 165 USD) | 34 h | Online, computer or phone | Yes: formal emails, figures and currencies, negotiation, commercial documents |
| Full Professional English track (5 levels) | 350,000 FCFA instead of 450,000 | 5 courses | Online | From zero to expert level |
| Language institute in Dakar or Thiès | 120,000 to 250,000 FCFA per term | 36 to 48 h per term | In person | General English, rarely negotiation-focused |
| Touba to Dakar trip for classes | 7,000 to 10,000 FCFA return | per session | Coach, 7-seater | Hard to sustain with an open shop (estimate) |
| Private tutor | 5,000 to 15,000 FCFA an hour | 34 h = 170,000 to 510,000 FCFA | Home or video | Depends entirely on the teacher |
| Free apps | 0 FCFA | Variable | Phone | Travel vocabulary, no proforma or counter-offer |
The Business English course: presentations, negotiation and documents runs in 8 modules: professional writing, formal emails (follow-up, payment reminder, complaint), reports and minutes, business and finance vocabulary with figures and currencies, presentations, negotiation with offer and counter-offer, reading contracts and technical sheets, then role plays. It is taught in French. The 100,000 FCFA fee is paid with Wave or Orange Money.
Which level to choose in the track
Level 4 already requires holding a simple conversation (B1). The Professional English track lets you start lower, with a verifiable certificate at each level.
| Level | Course | Price | Duration | Use for a trader |
|---|---|---|---|---|
| 1 Essential | Beginner English: introduce yourself, understand | 25,000 FCFA (38 EUR) | 13 h | Numbers, dates, simple questions |
| 2 Practical | Office English: emails and phone | 50,000 FCFA (76 EUR) | 18 h | Ask for a price, follow up, set a call |
| 3 Advanced | Conversational English at work | 75,000 FCFA (115 EUR) | 24 h | Hold a video call with a supplier |
| 4 Career | Business English | 100,000 FCFA (152 EUR) | 34 h | Negotiate, dispute, read a proforma or a contract |
| 5 Expert | Expert English: leadership and technical English | 200,000 FCFA (305 EUR) | 57 h | Manage international partners and teams |
| Full track | All 5 levels | 350,000 FCFA instead of 450,000 | 5 courses | Saves 100,000 FCFA |
Mini case study
Serigne, 38, an appliance wholesaler at the Ocass market in Touba, places three orders a year in Dubai, about 12,000,000 FCFA each. His intermediary takes 4%, or 1,440,000 FCFA a year. He has basic English, so he starts at level 3 (75,000 FCFA) then moves on to level 4 (100,000 FCFA), 175,000 FCFA in total paid with Wave, at 4 hours a week for about 15 weeks.
Learn this skill with Kolonell Academy
Short, practical online courses (taught in French), graded exercises, certificate. Pay with Wave or Orange Money.
Cautious assumption: in the first year he handles the written exchanges and negotiation himself on one order out of three. He saves 480,000 FCFA in commission, nearly 2.7 times the cost of both courses. This calculation is a simulation: it depends on your volumes and your supplier relationships.
FAQ
I barely speak English, can I start with business English?
No, level 4 assumes B1. Start at level 1 for 25,000 FCFA (13 h) or level 2 for 50,000 FCFA (18 h) depending on your base, then move up step by step.
Does the course help me negotiate with Chinese or Turkish suppliers?
Yes, exchanges with these suppliers very often happen in English. The negotiation module works on offer, counter-offer, concession and written confirmation, with figures, percentages and currencies.
Can I follow the course from Touba on my phone?
Yes, the course is online and self-paced. To draft documents, a computer with a word processor is more comfortable, but Google Docs also works on a phone.
How long before I can write to a supplier on my own?
At 4 hours a week, the 34 hours take about 9 weeks. The formal email modules come first, so you can apply them before the end.
How do I pay, and is there a certificate?
The 100,000 FCFA fee is paid with Wave or Orange Money. Each completed level delivers an online verifiable certificate.
Take the next step. Enroll in Business English: presentations, negotiation and documents: 34 hours, level 4 Career, 100,000 FCFA (152 EUR / 165 USD), online verifiable certificate, taught in French. 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.