The verdict in three sentences
The price objection is almost never about money: it is a doubt about return. Always answer with a figure — "one extra client a month repays the site" — and the debate shifts ground. With a field closing rate of 15 to 25% and a sales cycle of 1 to 3 weeks, a strong pitch is the difference between 2 and 5 monthly sales.
The 8 classic objections and their data-backed answers
Every objection has a factual answer. The rookie mistake is arguing emotion; the pro brings it back to the number.
| Objection | Data-backed answer 2026 |
|---|---|
| "Too expensive" | 1 client/month at 20,000 FCFA repays a 250,000 FCFA showcase in ~12 months, often faster |
| "I already have Facebook" | A site converts 2-3× better than a social page and is 100% yours |
| "I don't have time" | Delivered in 5-15 days, your input: 1 hour of interview |
| "Nobody searches my trade online" | 60%+ of local searches happen on mobile via Google |
| "I'll look next year" | Every month without a site = clients captured by a competitor |
| "It doesn't work in my sector" | 2-minute demo of a real case in the same vertical |
| "I know someone cheaper" | Compare support, delivery time and built-in mobile payment |
| "What if it doesn't work?" | Maintenance included + adjustments in the first 30 days |
Structure of a meeting that converts
An effective pitch follows the same arc: listen, show, quantify, close. Don't speak more than 40% of the time.
| Step | Duration | Goal |
|---|---|---|
| Discovery (open questions) | 5-8 min | Identify the real need |
| Personalized mobile demo | 3-5 min | Let them picture the result |
| ROI quantification | 2-3 min | Turn price into investment |
| Objection handling | 3-5 min | Remove the last blocker |
| Closing (dated offer) | 2 min | Secure a commitment |
The partner lever: your pitch pays you
If you master this pitch, the Kolonell referral program pays you to use it. On every closed sale you earn 15% on showcases (+ 5% recurring), 12% in e-commerce, 10% in marketplace and 8% in institutional. Closing a Premium showcase at 1,200,000 FCFA = 180,000 FCFA in commission, plus the recurring share on maintenance.
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Mini case study
Moses, a part-time partner, pitches a hair salon. The owner says "too expensive" about a Growth showcase at 500,000 FCFA. Moses replies: "How much does one regular new client earn you? About 60,000 FCFA/year. If the site brings you even 10 a year, it pays for itself 1.2 times over." She signs. Moses's commission: 500,000 × 15% = 75,000 FCFA, plus 5% on the 80,000 FCFA/month maintenance, i.e. 4,000 FCFA/month recurring.
FAQ
What's the best answer to "too expensive"? Reframe it as an investment: how much a client earns, how many clients the site can capture. A single monthly client often repays a showcase in under a year.
How to answer "I already have Facebook"? A site converts 2-3 times better, appears on Google and isn't subject to the algorithm shifts of a network you don't control.
What is a realistic field closing rate? A 2026 order of magnitude: 15 to 25% of qualified meetings convert, with a 1 to 3 week cycle.
Should you give the price right away? No: quantify ROI first, then state the price as a logical consequence of the value shown.
How to follow up without harassing? One follow-up at D+3 and one at D+7 with new information (demo, case study) is enough; beyond that, let it breathe for 15 days.
Let's talk about your project. Become a Kolonell partner: train on this pitch and earn 15% + 5% recurring on every showcase sold. 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.
