The verdict in three sentences
Price is the number one objection and it is almost always a perceived-value objection, not a real budget one. By answering with ROI — a single new client pays for a Starter site at 250,000 FCFA — and offering payment in 2 to 3 installments, you add about 20 % to closing. Anchor the prospect on the cost of not having a site rather than on the site's price.
Answering price with ROI
A website isn't an expense, it's an acquisition channel. Quantify the return in front of the prospect to turn price into investment.
| Formula | Starter showcase 250,000 FCFA | E-commerce 1,000,000 FCFA |
|---|---|---|
| Average client basket | 30,000 FCFA | 20,000 FCFA |
| Clients to pay it off | ~9 clients | ~50 clients |
| Realistic timeframe | 1-2 months | 3-4 months |
| Site lifespan | 3 years+ | 3 years+ |
| Amortized monthly cost | ~7,000 FCFA | ~28,000 FCFA |
Amortized over 3 years, a Starter site costs about 7,000 FCFA per month — less than a phone plan.
The levers to overcome the objection
Every hurdle has an answer. Here are the levers that most often unlock the signature in 2026.
| Lever | Effect | Closing impact |
|---|---|---|
| Payment in 2-3 installments | Reduces cash-flow shock | +15 % |
| "No-site cost" anchoring | Shows lost revenue | +10 % |
| Monthly ad-cost comparison | 30,000 FCFA/month vs amortized site | +8 % |
| Satisfaction guarantee | Reduces perceived risk | +7 % |
| Starter offer at 250,000 FCFA | Accessible entry point | Widens the target |
Compared to an ad campaign at 30,000 FCFA per month with no lasting asset, the amortized site is unbeatable over 3 years.
The referral program and negotiating room
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
As a Kolonell referrer, you sell at list price: the grid is fixed, which stops you from discounting and protects your commission. You play on installments, not on discounts.
| Segment | Entry price | Referrer commission | Recurring |
|---|---|---|---|
| Showcase | 250,000 FCFA | 15 % (37,500 FCFA) | 5 % / month |
| E-commerce | 1,000,000 FCFA | 12 % (120,000 FCFA) | 5 % / month |
| Marketplace | 2,500,000 FCFA | 10 % (250,000 FCFA) | — |
| Institutional | 5,000,000 FCFA | 8 % (400,000 FCFA) | — |
Mini case study
Modou, a referrer in Saint-Louis, presents a site to a pharmacist who finds "250,000 FCFA too expensive." Modou doesn't lower the price: he shows the pharmacy serves 60 clients/day, that a site with order-taking would capture 5 more sales/day at 30,000 FCFA, i.e. 150,000 FCFA/day of potential. He offers 3 payments of 83,000 FCFA. The pharmacist signs. Modou's commission: 15 % × 250,000 = 37,500 FCFA, plus 5 % recurring.
FAQ
Should you cut the price when an SME says it's too expensive? No. Instead reduce the cash-flow shock with a 2-3 installment plan. Discounting destroys your commission and signals a lack of value.
How do you quantify ROI in front of the prospect? Multiply their average basket by a realistic number of extra clients. If 9 clients pay for a 250,000 FCFA site in 1-2 months, the argument is airtight.
What is the "no-site cost" argument? Every month without an online site is lost revenue. Anchoring the prospect on this invisible cost weighs more than the sticker price.
Is installment payment possible? Yes, in 2 to 3 payments. This lever alone adds about 15 % to closing because it removes the immediate cash-flow hurdle.
How much does good objection handling raise sales? By about 20 % overall: ROI, installments, guarantee, and anchoring combined turn a "too expensive" into a signature.
Become a Kolonell referrer. Sell at fair price, handle the objection with ROI, and earn 15 % + 5 % recurring. 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.
