The verdict in three sentences
In Balogun Market or the Lekki estates, a trader trusts a rep they can see, not an ad they ignore. A mobile demo personalised with their shop's name converts 15-25 % of visits into appointments and 8-15 % into sales. The difference is the follow-up: 80 % of field sales happen between the 2nd and 5th contact.
The field prospecting funnel
Field prospecting is not random door-knocking: it is a funnel with measurable rates. Each stage is managed like a classic sales funnel, except the contact is physical and immediate.
| Stage | Pass-through rate | Key tip |
|---|---|---|
| Visits / day | 20-30 shops | Target a dense zone (market, plaza) |
| Reach decision-maker | 50-60 % | Come before 11am or after 3pm |
| Mobile demo shown | 40-50 % | Site pre-filled with the shop name |
| Appointment booked | 15-25 % | Fix exact date + time |
| Close | 8-15 % | Follow up 3 to 5 times |
On 25 visits/day, that yields roughly 4-6 demos, 2-3 appointments, and one sale every 1-2 days for a seasoned rep.
The killer move: the pre-filled mobile demo
Before heading out, generate a demo with each prospect's name via a parameterised URL (name, city, phone, colour). The trader sees THEIR restaurant, THEIR online store, in 10 seconds. The "it's already mine" effect makes all the difference.
| Field objection | Answer |
|---|---|
| "I already have Instagram" | Instagram rents you a window; a website you own, and it shows on Google. |
| "It's too expensive" | We can start at 1,000,000 NGN, payable in 3 installments. |
| "I don't have time" | You do nothing: we fill it all in, live in 7 days. |
| "It's useless here" | 7 in 10 Nigerians search Google for an address before visiting. |
| "I'll think about it" | Let's just reserve the free mockup, no commitment. |
Join the Kolonell referral partner program
You don't need to code to earn from field prospecting. As a Kolonell referral partner (apporteur d'affaires), you spot the SMEs, run the demo, and Kolonell builds and delivers. You earn a commission on every signed sale.
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| Segment | Referral commission | Recurring |
|---|---|---|
| Showcase site | 15 % | + 5 % on maintenance |
| E-commerce | 12 % | — |
| Marketplace | 10 % | — |
| Institutional | 8 % | — |
A partner signing 4 Growth showcase sites a month (2,000,000 NGN each) generates 1,200,000 NGN in monthly commission, plus recurring maintenance income. Field work becomes real revenue.
Mini case study
Emeka, a young graduate in Lagos, does 22 visits a day in the Ikeja City Mall area. Over a week (5 days = 110 visits), he lands 20 demos, 18 appointments and 6 successful follow-ups: 5 sales of Starter showcase sites at 1,000,000 NGN. Referral commission 15 % = 150,000 NGN per sale, i.e. 750,000 NGN for the week, without writing a line of code.
FAQ
How many visits per sale? On average 15-25 field visits per sale, depending on the zone and demo quality. A dense plaza raises the rate; a residential area lowers it.
When should I visit traders? Before 11am or after 3pm, outside peak crowds. The decision-maker is present and available, which doubles the useful contact rate.
Do I need printed material? A card with a QR code to the demo is enough. The action happens on the phone: showing the pre-filled site beats a thousand brochures.
How many follow-ups before giving up? 3-5 follow-ups cover 80 % of sales. Beyond that, mark the prospect as "recontact in 3 months" rather than losing them.
Does field prospecting work outside big cities? Yes, often better: less commercial competition and very strong word of mouth in secondary cities like Ibadan or Abeokuta.
Let's talk about your project. Kolonell supplies the demos, the production, and pays every partner from the very first field sale. 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.
