The verdict in three sentences
The price objection is almost never a money problem, it's a perceived-value problem. You don't cut the price, you reframe cost as investment: a single client won through the site often pays for the whole project. And when cashflow is the blocker, you split into deposit + balance rather than discount.
8 objections, 8 replies, 1 proof
Each objection has a framed reply and a proof to show. Here is the seller's dashboard.
| Objection | Framed reply | Supporting proof |
|---|---|---|
| "It's too expensive" | "Expensive vs what? 1 client/month pays for the site." | 12-month ROI calc |
| "I'll do it free on Wix" | "Free on subscription, but rented and limited." | 3-year cost comparison |
| "I already have Facebook" | "Facebook is rented, your site is owned." | 24/7 Google traffic |
| "I'll think about it" | "What's holding you back, budget or timing?" | 50 % deposit offer |
| "No budget right now" | "We start at 50 %, balance on delivery." | Deposit/balance schedule |
| "A cousin can do it" | "For a site that earns, who maintains it?" | Warranty + maintenance |
| "Not the right time" | "Your competitors are already on Google." | Local search snapshot |
| "Does it really work?" | "Here's a client in the same sector." | Quantified case study |
The showcase entry price of 250,000 FCFA must always be presented as an amortizable investment, never as a sunk cost.
The real 3-year cost: owned vs rented
The most powerful argument against "I'll do it free" is the total-cost-of-ownership comparison.
| Item | "Free" / rented subscription | Owned Kolonell site (showcase) |
|---|---|---|
| Upfront cost | 0 FCFA | 250,000 FCFA |
| Monthly subscription | 8,000 to 20,000 FCFA | 0 (optional managed hosting) |
| 3-year cost (subscription) | 288,000 to 720,000 FCFA | 250,000 FCFA + optional maintenance |
| Site ownership | No (tenant) | Yes (owner) |
| SEO and customization | Limited | Full |
| Migration if you stop | All lost | Data kept |
Over 3 years, the rented subscription often exceeds the cost of an owned site, without ever making it an asset.
Mini case study
Khady runs a hair salon in Dakar. She objects: "250,000 FCFA is too expensive." The agent reframes: an average service earns 15,000 FCFA, so the salon needs 17 new clients to pay for the site. With a well-ranked site, the salon captures about 8 new clients per month via Google: the site pays for itself in a little over 2 months, then becomes net profit. Khady signs with a 125,000 FCFA deposit and the balance on delivery.
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FAQ
Should you cut the price when faced with "it's too expensive"?
No. Cutting the price destroys perceived value and your margin. Reframe toward ROI: how many clients must the site bring to pay for itself? Often fewer than 20.
How do you answer "I'll do it free on Wix"?
Show the total 3-year cost: a subscription of 8,000 to 20,000 FCFA/month is 288,000 to 720,000 FCFA over 3 years, for a rented and limited site that's never owned.
What about "I'll think about it"?
Isolate the real blocker: "What's holding you back, budget or timing?" Then offer the 50 % deposit + balance split to remove the cashflow barrier.
Does the deposit really help close?
Yes. Starting at 50 % (125,000 FCFA on a showcase site) reduces the cashflow friction and commits the client. The balance is paid on delivery.
How does a referral agent benefit from these techniques?
The better they handle the price objection, the more they close: a Kolonell agent earns 15 % + 5 % recurring on a showcase site, 12 % on e-commerce, 10 % on marketplace, 8 % on institutional.
Let's talk about your project. We'll arm you with anti-objection scripts and ready-to-show ROI calculations. 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.
