The verdict in three sentences
A referral partner closes more by opening on the SME's pain (no website, customers lost to a visible competitor) and ROI, not on features. A 30 to 60 second hook followed by a personalized demo link closes about 30 % of warm SMEs. A follow-up within 24 h doubles conversion, and the 15 % commission on a vitrine rewards volume.
Feature pitch vs pain/ROI pitch
The same product, two ways to sell it. Only one works.
| Element | Feature pitch (weak) | Pain/ROI pitch (strong) |
|---|---|---|
| Hook | "We build responsive sites" | "Your competitor shows on Google, you don't" |
| Argument | List of features | Customers lost every month |
| Proof | Generic portfolio | Quantified local case study |
| Price shown | Raw: "400,000 FCFA" | Amortized: "~5-10 more clients/month" |
| Estimated close | 5 – 10 % | ~30 % |
The SME isn't buying a website: it's buying more customers. Always reframe the price as return on investment.
The ROI that defuses "it's too expensive"
A vitrine at 250,000 – 500,000 FCFA pays for itself fast if it brings a few extra customers.
| Assumption | 2026 value |
|---|---|
| Starter/Growth vitrine price | 250,000 – 500,000 FCFA |
| SME average basket | 15,000 – 50,000 FCFA |
| Extra customers to break even | ~5 to 10 in one to two months |
| "Too expensive" objection | Payment in 2-3 installments |
| Follow-up within 24 h | Conversion x2 |
| Referral commission (15 %) | 37,500 – 75,000 FCFA |
Offering installment payment in 2 or 3 parts removes the main objection without lowering the price.
Mini case study
Aminata, a referral partner in Accra, approaches a hair salon with no website. Her 40-second hook: "Your clients search 'hairdresser Cocody' on Google and land on your competitor, who has a site." She sends a demo link branded with the salon's name. The owner hesitates on the 400,000 FCFA price; Aminata offers 3 installments. Signed the next day after a follow-up. Commission 15 % = 60,000 FCFA. Across 6 SMEs pitched with this script, she closes 2, about 33 %.
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Kolonell referral program: your commissions
Selling for Kolonell means earning a percentage on every signature, without handling production.
| Division | Referral commission | On a typical ticket |
|---|---|---|
| Vitrine | 15 % + 5 % recurring | 37,500 – 180,000 FCFA |
| E-commerce | 12 % | 120,000 – 720,000 FCFA |
| Marketplace | 10 % | 250,000 – 2,000,000+ FCFA |
| Institutional | 8 % | 400,000 – 4,800,000+ FCFA |
The vitrine 5 % recurring is added every month while the client stays on maintenance — passive income that stacks signature after signature.
FAQ
How should a website sales pitch start? With pain, never features: show the competitor is visible on Google and the SME is losing customers. This hook lifts the close from 5-10 % to about 30 %.
How do I answer "it's too expensive"? Reframe as ROI ("~5-10 more clients pay back the site") and offer payment in 2-3 installments. The objection falls without touching the listed price.
Is the demo link really useful? Yes: a demo branded with the SME's real name makes the project concrete. Combined with the hook, it closes about 30 % of warm prospects.
When should I follow up after the pitch? Within 24 h. A quick follow-up doubles conversion; after a few days, interest drops sharply.
How much can I earn per vitrine sold? The referral commission is 15 % at signing — 37,500 to 180,000 FCFA depending on the tier — plus 5 % recurring on monthly maintenance.
Let's talk about your project. Know how to pitch and want to earn 15% per site sold? Become a Kolonell referral partner. 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.