The verdict in three sentences
Market traders in Nairobi's Gikomba or Toi do not buy from a Facebook ad: they buy when they see their own shop turned into a live site on a phone. A structured route — planned itinerary, mobile demo script, on-the-spot personalized preview — beats improvised walk-ins and lifts the close rate from 2 % to 5-12 %. In 2026, field selling remains the most profitable channel for selling showcase sites to local SMEs.
Improvised walk-ins versus a structured route
Walking into a random shop with no plan wastes time and energy. A structured route segments the market by zone, prepares a demo that shows the client's own shop on a real design in 90 seconds, and always ends with a referral ask.
| Criterion | Improvised walk-ins | Structured route |
|---|---|---|
| Shops visited/day | 8-12 | 15-25 |
| Demo | Verbal pitch | Personalized mobile preview |
| Listen rate | 20-30 % | 50-65 % |
| Close rate | 1-3 % | 5-12 % |
| Referral ask | Rare | Systematic |
| Follow-up | None | D+2 and D+7 |
| Sales/week | 0-1 | 2-5 |
A market-day route plan
A well-segmented day covers three time slots and a booking target. Here is a template tested in Nairobi in 2026.
| Slot | Zone | Target shops | Goal |
|---|---|---|---|
| 9-11am | Artisans / fashion | 6-8 | 3 full demos |
| 11am-1pm | Restaurants / food | 5-7 | 2 demos + 1 booking |
| 3-5pm | Services (salons, offices) | 4-6 | 2 demos |
| 5-6pm | In-person follow-ups | 3-4 | 1 close |
With an average showcase ticket of 250,000 FCFA (Starter) to 500,000 FCFA (Growth), 3 sales/week is 750,000 to 1,500,000 FCFA of generated revenue. Close math: 20 shops/day x 5 days = 100 contacts; at 55 % listening = 55 demos; at 8 % close = 4-5 sales/week.
The Kolonell referral (apporteur) program
The field is perfect for a referrer. You run the demo, secure the in-principle agreement, then hand the client to Kolonell, which delivers the site. You collect the commission without managing production.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
| Line | Sale commission | Recurring |
|---|---|---|
| Showcase | 15 % | 5 % on maintenance |
| E-commerce | 12 % | — |
| Marketplace | 10 % | — |
| Institutional | 8 % | — |
Example: 4 showcase sales/week at 250,000 FCFA = 1,000,000 FCFA revenue; your 15 % commission = 150,000 FCFA/week, plus 5 % recurring on each maintenance contract.
Mini case study
Awa, a student and referrer in Nairobi, works the Toi market on Saturdays. She visits 22 shops, interests 12, runs 8 mobile demos, and secures 2 showcase deals at 250,000 FCFA and 1 at 500,000 FCFA. Revenue generated: 1,000,000 FCFA. Her Kolonell commission (15 %): 150,000 FCFA for one day in the field. She also asks each happy client for a referral, which feeds her next route.
FAQ
How many shops can you seriously visit per day? In 2026, a structured route allows 15-25 quality visits. Beyond that, demo quality drops and closing falls.
Do I need a laptop or just a phone? A plain smartphone is enough to show a personalized preview. The mobile demo is even more convincing because the trader pictures the screen their own customers use.
What is a good field close rate? Between 5 and 12 % of shops visited. Below 5 %, revisit your demo script or zone targeting.
How do I handle price objections? Offer payment in 2-3 installments and the Starter ticket at 250,000 FCFA. Remind them that a single new customer via the site repays the investment.
Is fieldwork compatible with another job? Yes. Two market half-days a week are enough to generate 2-4 sales, ideal for a part-time referrer.
Let's talk about your project. Become a Kolonell referrer and turn your market routes into commissions. 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.
