The verdict in three sentences
In Lagos, most neighborhood SMEs (shops, workshops, clinics, restaurants) have neither a website nor a Google listing, and almost never reply to cold emails. Door-to-door selling with a personalized mobile demo converts because it shows, in 90 seconds, what their site would look like with their name and city. With discipline, 30 visits a day produce 4 sales a week at an acquisition cost of about 12 000 FCFA.
Why the field still wins in 2026
The local merchant trusts a physical person, not a banner. On the ground, you kill the main objection ("I don't know what it's for") by showing a real mockup on your phone, pre-filled with the shop name and a color close to its sign. The funnel is short: visit, demo, quote, follow-up at D+2, signature at D+7.
| Field step | Lagos 2026 figure (order of magnitude) | Note |
|---|---|---|
| Visits per day | 30 | Dense zone (markets, high streets) |
| Meeting rate | 20 % | 6 qualified meetings a day |
| Closing rate | 15 % | On meetings held |
| Average sales cycle | 7 days | First visit to signature |
| Sales per week | 4 | Per active rep |
| Acquisition cost | 12 000 FCFA | Transport + time + collateral |
| Average showcase basket | 350 000 FCFA | Starter/Growth tier |
The 5-step door-to-door script
A good script fits on one page and lets the prospect talk. Here is the proven structure, with hooks and the price-objection rebuttal.
| Moment | Goal | Key line |
|---|---|---|
| Hook (10 s) | Avoid being sent away | "Hi, I'm visiting local shops that don't have a website yet." |
| Diagnosis (30 s) | Find the pain | "When a customer searches for you on Google, do they find you?" |
| Mobile demo (90 s) | Spark desire | Show the mockup with the shop's name |
| Price + ease | Kill the objection | "350 000 FCFA, payable in 3 installments: 150 000 today, the rest on delivery." |
| Closing (30 s) | Commit | "We start this week, I deliver in 10 days." |
The "it's too expensive" objection is neutralized by 3-installment payment and by the return calculation: a single new customer per month thanks to the site pays back the investment in a few months.
The Kolonell referral (apporteur d'affaires) program
Don't want to knock on doors yourself? Become a Kolonell referral partner: you introduce SMEs, we sell and produce, you earn a commission. The 2026 rates are clear.
Need a professional website?
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| Pole | Referral commission | Recurring |
|---|---|---|
| Showcase | 15 % | + 5 % on maintenance |
| E-commerce | 12 % | — |
| Marketplace | 10 % | — |
| Institutional | 8 % | — |
On a 350 000 FCFA showcase site, that's 52 500 FCFA per signed sale, plus 5 % recurring if the client takes maintenance. A partner introducing 3 SMEs a week can build a serious side income.
Mini case study
Koffi, a young rep, does 25 real visits a day. At 20 % meetings, he lands 5 meetings; at 15 % closing on those, he signs about 0.75 sale a day, i.e. 3 to 4 sales a week. On a 350 000 FCFA average basket, as a referral partner at the 15 % showcase rate he earns 52 500 FCFA per sale, about 210 000 FCFA a week for 4 sales, excluding recurring.
FAQ
How many visits should you really make per day? Aim for 30 attempts to get 6 qualified meetings. Below 20 visits the pipeline dries up and the 4 weekly sales become hard to sustain.
Is the personalized mobile demo essential? Yes. Showing a mockup with the shop's name multiplies the closing rate: you move from an abstract pitch to a visible product, which explains the 15 % close on meetings.
How do I handle the price objection at 350 000 FCFA? Offer 3-installment payment (150 000 FCFA on order, balance on delivery) and quantify the return: one extra customer a month makes the site pay for itself.
Does door-to-door work outside Lagos? Yes, in any dense commercial area. Adapt the script to the local language and payment methods (Wave, Orange Money, mobile money).
Can I earn without selling myself? Absolutely, via the referral program: 15 % on a signed showcase site, without managing production. It's ideal if you have a network but no time.
Let's talk about your project. Whether you want a site or to become a Kolonell referral partner, we frame your action plan in 15 minutes. 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.
