The verdict in three sentences
An effective pitch fits in 30 seconds and follows three beats: a quantified ROI hook, a local social proof, then a call to a demo. The golden rule is never to sell a website, but to sell the extra customers the site brings in. Well executed on easy niches, this script lands an appointment or demo in 20 to 40 % of cases.
The word-for-word script
The pitch breaks into four short sentences. Each has a precise role and is spoken in under ten seconds.
| Beat | Sample line | Objective |
|---|---|---|
| ROI hook | \"Your customers search for you on Google and cannot find you.\" | Create the gap |
| Social proof | \"I saw a nearby restaurant double its bookings with a site.\" | Build credibility |
| Simple offer | \"Kolonell does it from 250,000 FCFA, delivered in 5 to 15 days.\" | Remove the vagueness |
| Close to demo | \"Can I show you a 2-minute demo in your name?\" | Get the yes |
The secret is not the length but the sequence: each sentence sets up the next and ends with a question that invites a \"yes\".
Answering objections
Three objections come up almost every time. A prepared partner is the difference between a polite no and a set appointment.
| Objection | Sample answer | Expected effect |
|---|---|---|
| \"It's too expensive.\" | \"250,000 FCFA is the price of 2 full tables a month.\" | Reframe as ROI |
| \"I already have Facebook.\" | \"Facebook does not show on Google, a website does.\" | Show the limit |
| \"I have no time.\" | \"Kolonell handles everything, you approve in 2 meetings.\" | Remove friction |
| \"It doesn't work here.\" | \"Let me show you 3 sites delivered in Accra last week.\" | Local proof |
| \"I'll see later.\" | \"The demo is free, decide after you've seen it.\" | Lower the stakes |
Never argue against the client: reframe, prove, offer the demo. The personalized demo in the business's name does 80 % of the convincing.
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Mini case study
Aminata, a field sales rep in Accra, tests the script on ten shops in one morning. She applies the 30-second pitch and systematically offers the demo.
Result: four accept the demo (40 % appointment rate), two sign a Starter showcase site at the equivalent of 250,000 FCFA. Commission: 2 x 250,000 x 15 % = 75,000 FCFA for one field morning. Repeating the exercise twice a week, Aminata targets a monthly income in the order of 600,000 FCFA during active periods.
FAQ
How long should the pitch last? Thirty seconds, no more. Beyond that you lose attention; the goal is not to explain everything but to secure the demo.
What is the best trigger? The quantified ROI hook: talking about lost customers or missed bookings hits harder than a speech about design. You sell a result, not a website.
How to handle the price objection? Reframe into a concrete equivalent: 250,000 FCFA is two full tables or a few sales. The site pays for itself in weeks, not years.
What appointment rate to target? On easy niches with a ready demo, 20 to 40 % of qualified contacts accept a demo. A trained partner settles toward the top of that range.
Is the demo really necessary? Yes, it is the strongest weapon. A demo in the business's name turns the abstract into the concrete and lifts conversion toward 15 to 25 %.
Master the pitch and become a Kolonell partner. Use this script, land the demo and cash in 15 % + 5 % recurring on showcase, 12 % e-commerce, 10 % marketplace, 8 % institutional. 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.
