The verdict in three sentences
An SME doesn't want a website, it wants more customers and less time wasted on the phone repeating hours and prices. The right pitch reframes price as return on investment: a 500,000 FCFA site repaid by 2-3 new clients. Then you defuse the three classic objections and offer a simple first step: the Starter tier at 250,000 FCFA.
The pitch flow, from discovery to close
A pitch that converts follows a precise order: listen first, frame the stakes, then only propose. Here is the outline, minute by minute.
| Phase | Duration | Goal | Key question / line |
|---|---|---|---|
| Discovery | 3-5 min | Understand the pain | "How do your customers find you today?" |
| ROI framing | 2 min | Translate into money | "A site repaid by 2-3 new clients" |
| Demonstration | 3 min | Make it concrete | Show a demo with their name (niche) |
| Objection handling | 3-5 min | Remove blockers | See table below |
| Closing | 2 min | Commit | "We start with the Starter at 250,000 FCFA, 50% deposit" |
ROI framing is the core: if the prospect pictures 2-3 extra clients per month, a 500,000 FCFA site becomes an economic no-brainer, not an expense.
The three objections and their rebuttals
Almost every SME prospect raises one of these three objections. Anticipating them turns a refusal into a conversation.
| Objection | What it hides | Rebuttal that converts |
|---|---|---|
| "Too expensive" | Doubt about ROI | "At 250,000 FCFA for Starter, 2 new clients repay it. What's a client worth to you?" |
| "I have no time" | Fear of the workload | "You give us your info once, we deliver in 5-15 days. Zero technical work on your end." |
| "Facebook is enough" | Underestimates credibility | "Facebook rents your audience; a site, you own it. It shows on Google and signals seriousness." |
| "I'll think about it" | Lack of urgency | "We lock the Starter price today, 50% deposit, delivery within 15 days." |
Rule: never drop the price to defuse a value objection. Reaffirm the ROI and offer the entry tier at 250,000 FCFA as a low-risk first step.
Mini case study
Ibrahim, a restaurateur in Abidjan, hesitates: "250,000 FCFA is a lot." The referrer reframes: an average meal at 6,000 FCFA, 2 new tables/week thanks to the site = 48,000 FCFA/week, i.e., 192,000 FCFA/month. The site is repaid in under 6 weeks. Ibrahim signs the Starter, 50% deposit (125,000 FCFA), delivery in 10 days. Referral commission: 15% of 250,000 = 37,500 FCFA, plus future recurring on maintenance.
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The Kolonell referral program
This script only matters if it pays you. By becoming a Kolonell referral partner, every site sold with this argument earns you an immediate commission, plus recurring that stacks.
| Pole | Sale commission | Recurring | Example |
|---|---|---|---|
| Website | 15% | 5% | 500,000 FCFA → 75,000 FCFA |
| E-commerce | 12% | 5% | 2,000,000 FCFA → 240,000 FCFA |
| Marketplace | 10% | — | 5,000,000 FCFA → 500,000 FCFA |
| Institutional | 8% | — | 10,000,000 FCFA → 800,000 FCFA |
You bring the contact and the pitch; we deliver the site and handle the tech. You collect the commission as soon as the deposit is validated.
FAQ
Do I need technical skills to sell? No. You sell a result (more customers), not code. Kolonell handles all the technical side; the referrer focuses on the relationship and ROI framing.
Which tier should I offer first? The Starter at 250,000 FCFA: it's the low-risk first step. Then you grow the client toward Growth or Premium once trust is established.
How do I answer "I'll think about it"? Create light urgency: price locked today, 50% deposit, delivery within 15 days. Without urgency, an "I'll think about it" rarely becomes a "yes."
What deposit should I ask to start? 50% at signing to launch production, the balance on delivery. It's the norm and it secures the client's commitment.
How much can I earn per website referred? 15% commission, i.e., 37,500 FCFA on a 250,000 FCFA Starter, up to 180,000 FCFA on a 1,200,000 FCFA Premium, plus 5% recurring on monthly services.
Let's talk about your project. Become a Kolonell referral partner, use this pitch, and earn 15% on every website sold, plus 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.
