The verdict in three sentences
Field selling remains unbeatable for SME web sales. You target the markets and shopping streets where cash-only shops trade with no online presence, you show a demo with their name, and you close 5 to 15 % of qualified visits. With an average ticket of 250,000 to 500,000 FCFA, 10 well-run visits/day build a solid income.
Who to target and where
Not all merchants are equal. Aim for those with volume, steady cash flow and no credible online presence.
| Target | Where to find them | Ticket potential | Priority |
|---|---|---|---|
| Fashion / fabric shops | Balogun, Idumota, Yaba markets | 400,000 – 800,000 FCFA | High |
| Restaurants / fast food | Shopping streets, residential areas | 500,000 – 1,200,000 FCFA | High |
| Clinics / practices | Medical zones, main avenues | 500,000 – 1,200,000 FCFA | Medium |
| Hardware / wholesalers | Industrial zones, wholesale markets | 250,000 – 500,000 FCFA | Medium |
| Beauty salons | Malls, neighborhoods | 250,000 – 500,000 FCFA | Low |
A merchant who refuses card payments and lives on word-of-mouth is often the best prospect: they sense they're missing online customers.
The KPIs of a field day
Field selling is a game of volume and rhythm. Here are the 2026 benchmarks to run your activity.
| Metric | Daily target | Weekly target |
|---|---|---|
| Total visits | 15 | 75 |
| Qualified visits | 8 | 40 |
| Demos shown | 6 | 30 |
| Follow-up appointments | 3 | 15 |
| Signings | 0.5 – 1 | 3 – 5 |
At a 400,000 FCFA average ticket and 15 % commission, 4 signings/week represent 240,000 FCFA in sale commissions, before recurring.
The 30-second field script
"Hello, I'm with Kolonell. I've prepared a preview of your online shop — look, it's under your name. Right now your customers find you by chance; with this, they find you on Google and order via WhatsApp. We start at 250,000 FCFA, payable in two installments. Can I show you for 30 seconds?"
Follow-up cadence matters as much as the first visit: WhatsApp reminder on day 2, call on day 7, limited offer on day 14. Most sales close on the second or third touch.
Mini case study
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Ibrahima, a student in Lagos, works the field 4 afternoons a week in 2026. He targets Balogun market: 12 visits/afternoon, 6 qualified. Over a week (48 visits) he shows 24 demos and signs 3 showcase sites at 400,000 FCFA. Commissions: 3 × 60,000 = 180,000 FCFA for the week, plus recurring. His secret: a demo already personalized with each shop's name before he even walks in.
FAQ
Does door-to-door still work in 2026?
Yes, especially for local SMEs that don't buy online. Human contact and a demo under their name convert better than any ad for these targets.
What conversion rate should I target in the field?
Expect 5 to 15 % of qualified visits, depending on your pitch and target. A beginner runs around 5 %, a seasoned seller exceeds 12 %.
How many visits per day are needed?
A realistic target is 12 to 15 visits, of which 6 to 8 qualified. Volume offsets a modest conversion rate at the start.
Do I need an appointment or can I close on the spot?
Many sales happen in two steps: hook on the spot with the demo, sign at the follow-up on day 2 to 7. Follow-up is decisive.
How do I handle busy or wary merchants?
Go straight to the benefit in 30 seconds, let the demo run on your phone, and offer to come back. Never push: note the contact and follow up.
Let's talk about your project. Join the Kolonell partner program and turn your field rounds into commissions. 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.
