The verdict in three sentences
The objection "it's expensive" is almost never a price objection: it's a value objection handled badly. A referrer who reframes the debate around ROI, cost of inaction and instalment payment recovers on average 35 % of price objections and turns a "no" into a signature. The secret: never cut the price, but raise perceived value and split the payment.
The 6 tested answers to "it's expensive"
Each answer addresses a different fear. The referrer picks by profile: a merchant thinks cash-flow, an executive thinks return on investment.
| Real fear behind it | Tested answer | 2026 figure | Recovery rate |
|---|---|---|---|
| "No budget in one go" | 40/30/30 instalments | 3 x 167,000 FCFA | 42 % |
| "I don't see the return" | ROI: +8 clients/month | Site pays for itself in 2 months | 38 % |
| "Competitor is cheaper" | Value/deliverable compare | +12 pages, SEO, demo | 30 % |
| "What if it fails?" | 14-day satisfaction guarantee | Deposit refunded | 34 % |
| "Staying offline is free" | Priced cost of inaction | 6 clients lost/month | 40 % |
| "I'll think about it" | Scarcity: this month's rate | +15 % next quarter | 28 % |
Weighted average: 35 % recovery. On 20 price objections a month, that's 7 sales saved.
Reframing value vs price
A price is never judged alone: it's judged against a result. The referrer turns a cost into an investment by showing the spend/gain ratio.
| Item | "Price" perception | "Value" reframe 2026 |
|---|---|---|
| Showcase 500,000 FCFA | "half a million" | 41,000 FCFA/month over 12 months |
| Cost of inaction | 0 FCFA visible | 6 clients x 15,000 = 90,000 FCFA/month lost |
| Site lifespan | "an expense" | 3 years = 460 FCFA/day |
| Competitor 300,000 FCFA | "cheaper" | 5 pages vs 12, no SEO, no demo |
Split over 3 years, a showcase site costs under 500 FCFA a day — less than a coffee. This reframe alone recovers 30 to 40 % of objections.
The Kolonell referral programme
Mastering the price objection is a referrer's most profitable skill, because every recovered objection is a commission banked. The Kolonell programme pays per pole.
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| Pole | Commission | Recurring | Price objection recovered = |
|---|---|---|---|
| Showcase | 15 % | 5 % | 75,000 FCFA earned |
| E-commerce | 12 % | — | 240,000 FCFA earned |
| Marketplace | 10 % | — | 500,000 FCFA earned |
| Institutional | 8 % | — | 800,000 FCFA earned |
On institutional deals, one well-handled price objection can be worth 800,000 FCFA in commission. That's where the script is worth gold.
Mini case study
Fatuma, a referrer in Dar es Salaam, gets 20 "it's expensive" objections in a month on showcase sites. Without method, she saved 2. After applying the 6 answers, she recovers 7 sales (35 %). At 500,000 FCFA per ticket and 15 %: 7 × 75,000 = 525,000 FCFA in extra commission. The 40/30/30 instalment plan alone unlocked 3 of those 7 signatures.
FAQ
Should I cut the price when the client says "it's expensive"? No. Cutting the price destroys your commission and credibility. The 40/30/30 instalment plan recovers 42 % of objections without touching the price.
What's a realistic recovery rate? On average 35 % of price objections turn into sales with a good script — 7 sales out of 20 objections.
Which answer works best in 2026? The priced cost of inaction: showing 6 clients lost per month (90,000 FCFA) recovers up to 40 % of cases.
How do I answer "I'll think about it"? With scarcity: this month's rate rises 15 % next quarter. It creates urgency without aggression.
How much is objection mastery worth? On 20 objections/month for showcase sites, 7 saved sales = 525,000 FCFA in monthly commission for a referrer.
Let's talk about your project. Become a Kolonell referrer and turn every "it's expensive" into a 15 % commission. 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.
