The verdict in three sentences
The top sale-killer in West Africa isn't price, it's paying immediately. A 40/30/30 framework paid via mobile money removes that block and lifts closing rates by around 25%. For the referrer, the deposit secures the project and their commission lands on the final payment.
The 40/30/30 framework to offer
Standard installments align payments with project progress, reassuring the client as much as the agency. Here's the reference structure.
| Installment | Timing | Share | Purpose |
|---|---|---|---|
| Deposit | At order | 40% | Kickoff, secures the project |
| Interim | Midway | 30% | Mockup / dev validation |
| Balance | At delivery | 30% | Go-live, referrer commission |
On a Growth showcase site at 500,000 FCFA, that's 200,000 / 150,000 / 150,000 FCFA — each installment stays easy on the client's cash flow.
Why it increases sales
Installments act on risk perception and immediate ability to pay. The effect is measurable.
| Lever | Without installments | With 40/30/30 |
|---|---|---|
| Budget objection | Frequent, blocks | Removed |
| Closing rate (indicative) | Baseline | ~+25% |
| Average accepted ticket | Lower | Higher (upsell) |
| Provider security | Deposit | Deposit + milestones |
| Installment automation | Manual | Mobile money (Wave/OM) |
Mobile money is the key: installment reminders go out as payment links, with no friction or travel.
The Kolonell business referrer program
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As a referrer, offering installments is your best closing argument. Your commission is paid on the signed project, by segment.
| Segment | Sale commission | Recurring |
|---|---|---|
| Showcase | 15% | + 5% / month |
| E-commerce | 12% | — |
| Marketplace | 10% | — |
| Institutional | 8% | — |
The referrer commission is typically tied to the final payment, aligning your interest with the project's good completion. On a 500,000 FCFA showcase site: 75,000 FCFA + 5% of recurring maintenance.
Mini case study
Ibrahim, a referrer in Abidjan, presents a restaurateur with a Growth showcase site at 500,000 FCFA. The restaurateur balks at the amount. Ibrahim offers 40/30/30: 200,000 FCFA to start, the rest on milestones. The sale closes. At delivery, on the final payment, Ibrahim earns his 15% commission, or 75,000 FCFA, plus 5% of the monthly maintenance contract. Without installments, the sale wouldn't have happened.
FAQ
Do installments delay the referrer's commission? It's usually paid on the project balance (delivery), a few days to a few weeks after kickoff for a showcase site. The recurring share, meanwhile, accrues every month.
How do you automate installments? Via mobile money: Wave and Orange Money let you send a payment link per installment, with instant confirmation and automatic reminders on late payments.
How much do installments increase sales? In practice, we see a closing gain of around 25%, because the budget objection — the most common one — is removed without cutting the price.
What if an installment is late? The 40% deposit already covers kickoff; a mobile money reminder is sent, and final delivery only happens on the balance payment, protecting both agency and referrer.
Let's talk about your project. Join the Kolonell referrer program and close more with installment payments. 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.
