The verdict in three sentences
A merchant in Lagos will not listen for more than two minutes before turning back to customers. The pitch that closes does not list features: it quantifies the lost sales every month, shows a live demo with their name on their own phone, then offers installment payments. Executed well, this script converts 15 to 25 % of prospects, against 3 to 5 % for a printed brochure.
The 4-beat pitch structure
The two-minute pitch always follows the same skeleton. Each phase has one goal and a fixed time. Never improvise: the structure below closes the most in Lagos as in Accra.
| Phase | Time | Goal | Sample line |
|---|---|---|---|
| Hook | 15 s | Create the gap | "How many customers call just for your hours?" |
| Proof | 30 s | Show a competitor online | "Look, your neighbor shows on Google, you don't." |
| Demo | 45 s | Make it concrete | Live demo with their shop name |
| Offer | 20 s | Defuse price | "250,000 FCFA, or 3 x 90,000." |
| Close | 10 s | Commit | "We launch tomorrow, live Friday?" |
The ROI numbers to cite from memory
A merchant thinks in revenue, not pixels. Always translate the website into concrete gains. These 2026 orders of magnitude are credible for a neighborhood shop in Lagos.
| Metric | Without site | With site | Monthly impact |
|---|---|---|---|
| Hours/location calls | 40/mo lost | Auto-answered | +5 to 10 visits |
| Google Maps visibility | None | Linked listing | +15 % foot traffic |
| WhatsApp orders | Informal | Direct button | +8 sales/mo |
| Average basket | 12,000 FCFA | 12,000 FCFA | +96,000 FCFA/mo |
| Return on 250,000 FCFA | — | — | Paid back in 3 months |
The Kolonell referral partner program
You don't need to code or manage the project: you bring the client, Kolonell delivers, you earn a commission. This is the core of the referral program, built for field sales reps in Lagos, Accra or Nairobi.
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| Segment | Sale commission | Recurring | Example on 1 deal |
|---|---|---|---|
| Showcase site | 15 % | 5 % maintenance | 37,500 FCFA on 250,000 |
| E-commerce | 12 % | 5 % | 240,000 FCFA on 2,000,000 |
| Marketplace | 10 % | — | 500,000 FCFA on 5,000,000 |
| Institutional | 8 % | — | 400,000 FCFA on 5,000,000 |
A partner closing 4 showcase sites per month earns 150,000 FCFA in immediate commissions, plus recurring income that compounds with each maintenance contract signed.
Mini case study
David, a referral partner in Lagos, targets a bakery in Lekki. He opens with "Do customers call just to check if you're open on Sundays?" — the owner nods. In 45 seconds, he shows a demo named "Lekki Bakery" on his phone. He offers 250,000 FCFA in 3 installments. The owner signs. David's commission: 37,500 FCFA (15 %) plus 2,500 FCFA/month recurring on the 50,000 FCFA maintenance. Closing 4 shops in the month, David pockets 150,000 FCFA in direct commissions.
FAQ
Do you need to know how to code to sell a website? No. The partner sells and shows the demo; Kolonell builds and delivers. Your only job is to open the door and close, for 15 % on a showcase site.
How do you respond if the merchant says they have no time? That is exactly the argument: "A website answers your customers while you serve." A site absorbs on average 40 hours-calls per month in your place.
How many pitches per sale? At a 15 to 25 % close rate, count 4 to 7 qualified pitches per sale. The personalized phone demo is what lifts you from 5 % to 20 %.
Is the demo with the prospect's name really decisive? Yes. Seeing their own sign on screen triggers an ownership effect: the prospect already pictures their shop online, which doubles the observed signing rate.
Let's talk about your project. Join the Kolonell referral program and turn every merchant in Lagos into a commission. 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.
