The verdict in three sentences
"Too expensive" almost always hides a lack of perceived ROI, not a money problem. A prospect signs when they see that one new client per month pays back their website within weeks. Mastering 6 figure-backed responses adds +15 to +25 points of closing rate on meetings that would otherwise collapse.
Why "too expensive" is almost never about price
The beginner reflex is to drop the price. That is a mistake: cutting the price confirms the idea that the site is not worth its tag. The prospect's real question is: *"what do I get back?"* Until that question has a number attached, any price feels high.
The method fits in one sentence: never defend the price, demonstrate the return. Compare the site cost to a spend the prospect already understands (a salesperson, radio ads, a market stall rent), then show realistic added revenue.
| Objection heard | Figure-backed response | Effect on closing |
|---|---|---|
| "250,000 FCFA is too much" | "That's 2 months of local radio ads, but the site works for 24 months" | +12 % |
| "No budget right now" | "3x installments: 90,000 FCFA/month, no fees" | +18 % |
| "I'll see later" | "Each month without a site = ~3-5 clients finding a competitor online" | +10 % |
| "My cousin does it free" | "A site that doesn't convert costs more than one that sells" | +8 % |
| "How do I know it works?" | "1 client/month at 30,000 FCFA = 360,000 FCFA/year > site price" | +20 % |
| "Too many options, I'm lost" | "We start Starter at 250,000 FCFA, upgrade once it runs" | +15 % |
The ROI grid to show during the meeting
The best argument is a table the prospect computes themselves. Have them enter two numbers: their average ticket and how many clients the site must bring to pay itself back. The click is almost automatic.
| Pole | Indicative 2026 price | Average client ticket | Clients/month to break even in 1 year |
|---|---|---|---|
| Vitrine Starter | 250,000 FCFA | 30,000 FCFA | ~1 client/month |
| Vitrine Growth | 500,000 FCFA | 50,000 FCFA | ~1 client/month |
| Vitrine Premium | 1,200,000 FCFA | 100,000 FCFA | ~1 client/month |
| E-commerce Starter | 1,000,000 FCFA | 25,000 FCFA | ~4 orders/month |
| Maintenance | 50,000 FCFA/month | — | peace of mind + updates |
*2026 ballpark figures to adapt to the prospect's sector.*
The Kolonell referral program: your stake in the close
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Mastering these objections is not just comfort: it is directly your income as a Kolonell referral partner. Every sale you unlock generates a commission, and the Starter tier exists precisely to turn a "no, too expensive" into a "yes, let's start small".
| Pole sold | Commission on sale | Recurring commission |
|---|---|---|
| Vitrine | 15 % | 5 % on maintenance/SEO |
| E-commerce | 12 % | 5 % recurring |
| Marketplace | 10 % | per contract |
| Institutional | 8 % | per contract |
On a Growth vitrine at 500,000 FCFA, that's 75,000 FCFA upfront, plus 5 % each month if the client takes maintenance. Handling the price objection well means cashing in instead of losing the lead.
Mini case study
Fatou, a referral partner in Thies, pitches a Growth vitrine at 500,000 FCFA to a salon owner. He answers "too expensive". Instead of cutting, she calculates with him: average ticket 15,000 FCFA, the salon targets 4 new clients/month via the site. Result: 60,000 FCFA/month, i.e. 720,000 FCFA/year for a 500,000 FCFA site. She offers 3x installments (167,000 FCFA/month). The owner signs. Fatou's commission: 75,000 FCFA (15 %) + 5 % on the 50,000 FCFA/month maintenance.
FAQ
Should you always offer a cheaper tier? Yes, keeping the 250,000 FCFA Starter in reserve saves a budget-blocked deal without breaking your prices. It turns about 15 % of "no" into a more modest "yes".
Do installments lose money? No: 3x with no fees is psychological, not financial. The client pays the same total (e.g. 500,000 FCFA), but friction drops and signature rate rises by ~18 %.
What if the prospect compares to a free site? Reframe on conversion: a poorly built free site brings nothing, so it costs 100 % of its value in lost opportunities. A 250,000 FCFA site bringing 1 client/month is infinitely cheaper.
How long should good objection handling last? 2 to 4 minutes. Beyond that, you are over-arguing. Ask a number-based question, let the prospect calculate, then stay silent: they must close it themselves.
Let's talk about your project. Become a Kolonell referral partner and turn every "too expensive" into commission. 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.
