Sales for Freelancers

Sales for
Freelancers

Learn how to close high-value clients in 4 weeks without cold-calling or feeling salesy

A live training program that gives freelancers a repeatable system to fill their pipeline and raise their rates 🔥🔥

Pricing

Testimonials

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How it works

Over 4 weeks, we’ll work together to master the critical elements of sales and marketing in the freelance context.

Dates for 2025: 16:00 CET, October 8, 15, 22, 29.
Each session runs for 2 hours and is recorded.
There's homework to complete each week.
You’ll get all the templates, outlines, personalised feedback and guidance you need.
We use Slack channel to communicate, share and support each other!

Testimonials

Week one

New Business

What you’ll learn: A new business map that shows exactly where your next 5 clients will come from.

Week two

The Sales Process

What you’ll learn: My 4-step sales process that builds trust, helps you price correctly, and cuts "proposal ghosting".

Week three

Creating a great service offering

What you’ll learn: A productised service menu & pricing blueprint so you can charge more with zero push-back.

Week four

Positioning and personal branding

What you’ll learn: A tangible positioning strategy to increase referrals, boost marketing, and become the preferred choice.

Danial Ghods
I recently had the pleasure of participating in Penny's sales training program and I can't express how transformative the experience has been for me. From start to finish, this training demystified the entire sales process.
What truly set this training apart was how it managed to make sales feel less "gross" and turned it from a touchy subject into an approachable and essential skill. Penny emphasized the importance of authentic relationships and genuine connections in the sales process which resonated deeply with me.
It was nice to see that sales is more about helping people find solutions rather than pushing products or services on them.
Justin Robertson
Penny is so refreshing in her approach to Freelancing - she dispels many myths about all of the things that you thought were "Essential" and boils down what are the activities that will actually grow your business as a freelancer! You'll leave this course feeling energised with refined processes that simplify your business rather than feeling overwhelmed that you have to learn a million different new platforms/ tools in order to be successful! Penny has such a different approach to structuring her work and life which truly serves her and there's a lot to learn from her mindset! Thanks again Penny!
Daniel Herrera Duncan
SFF was a great relief for me. Working with clients as a service provider has always been tricky, but things get a lot easier with clear steps to follow. For me, the clarity on the 4-step process along with the resources and templates was the biggest win for me, as I really feel that will make a big difference in my sales process and I can't wait to put it into practice. I recommend this course for anyone who needs clarity and perspective on how to present yourself and your business value to new leads with confidence and consistency.
Jakub Michalski
Attending Penelope's sales training for freelancers was a game-changer for me. Transitioning from corporate life to running my own business, I always found sales intimidating. But Penelope's approach demystified it entirely. The training was jargon-free and provided a safe environment to practice with an incredibly supportive group. Now, I’m not only confident about the sales process, but it feels genuinely personal and authentically me. I can't recommend this training enough!
Marie-Christine Messier
With Penny's extensive firsthand experience as a successful solopreneur, she provided me with invaluable insights to kickstart my freelancing journey. What sets Penny apart is her hands-on approach; she doesn't just share advice, she equips you with actionable solutions that yield real results when applied. Thanks to her, I've not only gained the knowledge I needed but also the practical skills to thrive in my freelancing career. I can't recommend Penny enough – she's a game-changer!
Lex Roman
Sales for Freelancers will help you close more projects and raise your prices! It has my highest recommendation and should be required immediately after you get your company set up. I've used what I learned to simplify my packaging and sales process. I am already seeing those results in my bank account. I've also been watching as my peers from the class get more clients in the door thanks to Penny's clear, effective process. We all cannot stop raving about what a genius Penny is! Book yourself into this class stat.
Frances Chapireau
I made a somewhat spontaneous decision to join Penny's Sales for Freelancers course and I am really glad I did. Penny really knows what she is doing. The atmosphere in the training was relaxed, the group was supportive and friendly, and Penny herself is very approachable. She packs a lot of content into a short amount of time, but there was also plenty of time for questions. I learnt a lot and it's given me the shove I needed to organise my sales approach. Thank you, Penny!
Ben Rouse
Sales for freelancers was perfect for me as a facilitator who thought funnels, lead magnets and paid ads were something I had to figure out. Penny quickly showed this was not necessary and that I was actually doing sales in a way that felt comfortable. The course helped build out the full approach I needed to be confident with managing sales as a freelancer. Highly recommend you find a cohort to join if you are building up your freelance work to a sustainable level.

Danial Ghods
I recently had the pleasure of participating in Penny's sales training program and I can't express how transformative the experience has been for me. From start to finish, this training demystified the entire sales process.
What truly set this training apart was how it managed to make sales feel less "gross" and turned it from a touchy subject into an approachable and essential skill. Penny emphasized the importance of authentic relationships and genuine connections in the sales process which resonated deeply with me.
It was nice to see that sales is more about helping people find solutions rather than pushing products or services on them.
Justin Robertson
Penny is so refreshing in her approach to Freelancing - she dispels many myths about all of the things that you thought were "Essential" and boils down what are the activities that will actually grow your business as a freelancer! You'll leave this course feeling energised with refined processes that simplify your business rather than feeling overwhelmed that you have to learn a million different new platforms/ tools in order to be successful! Penny has such a different approach to structuring her work and life which truly serves her and there's a lot to learn from her mindset! Thanks again Penny!
Daniel Herrera Duncan
SFF was a great relief for me. Working with clients as a service provider has always been tricky, but things get a lot easier with clear steps to follow. For me, the clarity on the 4-step process along with the resources and templates was the biggest win for me, as I really feel that will make a big difference in my sales process and I can't wait to put it into practice. I recommend this course for anyone who needs clarity and perspective on how to present yourself and your business value to new leads with confidence and consistency.
Jakub Michalski
Attending Penelope's sales training for freelancers was a game-changer for me. Transitioning from corporate life to running my own business, I always found sales intimidating. But Penelope's approach demystified it entirely. The training was jargon-free and provided a safe environment to practice with an incredibly supportive group. Now, I’m not only confident about the sales process, but it feels genuinely personal and authentically me. I can't recommend this training enough!
Marie-Christine Messier
With Penny's extensive firsthand experience as a successful solopreneur, she provided me with invaluable insights to kickstart my freelancing journey. What sets Penny apart is her hands-on approach; she doesn't just share advice, she equips you with actionable solutions that yield real results when applied. Thanks to her, I've not only gained the knowledge I needed but also the practical skills to thrive in my freelancing career. I can't recommend Penny enough – she's a game-changer!
Lex Roman
Sales for Freelancers will help you close more projects and raise your prices! It has my highest recommendation and should be required immediately after you get your company set up. I've used what I learned to simplify my packaging and sales process. I am already seeing those results in my bank account. I've also been watching as my peers from the class get more clients in the door thanks to Penny's clear, effective process. We all cannot stop raving about what a genius Penny is! Book yourself into this class stat.
Frances Chapireau
I made a somewhat spontaneous decision to join Penny's Sales for Freelancers course and I am really glad I did. Penny really knows what she is doing. The atmosphere in the training was relaxed, the group was supportive and friendly, and Penny herself is very approachable. She packs a lot of content into a short amount of time, but there was also plenty of time for questions. I learnt a lot and it's given me the shove I needed to organise my sales approach. Thank you, Penny!
Ben Rouse
Sales for freelancers was perfect for me as a facilitator who thought funnels, lead magnets and paid ads were something I had to figure out. Penny quickly showed this was not necessary and that I was actually doing sales in a way that felt comfortable. The course helped build out the full approach I needed to be confident with managing sales as a freelancer. Highly recommend you find a cohort to join if you are building up your freelance work to a sustainable level.

About me

I've been working in business development for 10+ years, with more than 20 clients under my belt 🔥
I've worked with clients ranging from Twitter to Tetra Pak in locations across Australia, Europe, and the US, and headed up business development at two widely recognised digital product agencies.
I have also been self-employed for 6 years, and have first-hand experience in how to succeed in self-employment 💪
I'm also an Olympian (Athens 2004) and a writer who has been published in The Guardian and Huffington Post.

Let's connect on LinkedIn!

Pricing

Regular bird

€670incl. VAT

Includes:

8 hours of live training

Access to templates, decks, Miro boards, scripts

Community support

Access to alumni channel

Each Wednesday of October (8 - 29) 2025

Buy your ticket here!!

Premium bird

€990incl. VAT

Includes:

All the regular content, plus three 1-1 advisory sessions to tackle your specific business challenges

8 hours of live training

Community support

Access to alumni channel

Access to templates, decks, Miro boards, scripts

Buy your ticket here!!

Audrey Thouvenin
Attending Penny's class proved to be a great investment—truly worth every cent. The weekly rhythm, manageable assignments, and program length seamlessly integrated into my packed schedule. I particularly appreciated the simplicity, authenticity, and practicality of the content and templates provided. Those two-hour sessions quickly became the highlight of my week, seamlessly blending learning with networking opportunities. Overall, it was an enjoyable and enriching experience!
Lina Robayo
This course is something I enjoyed in every sense! The content was on point, having access to Penny's expertise was invaluable, the exercises were super useful and the community was very engaging. I can only thank Penny for putting this together and making it accessible. So if you want to be a freelancer and don't know where to start, this is definitely a good place to get some initial things clear for yourself and to become more confident!
Lauren Dixon
Sales for Freelancers with Penny is the right sales training for you if you want to actually sell true consulting services. The mythbusting of common sales tropes that you've probably come across trying to sell services or build a business in the digital age is so valuable. Penny is very grounded and down to earth, her advice is tangible and achievable and taking this course is a huge validation and boost to my confidence. Thanks Penny!
Edite Landena
You know it's a great course when you leave a lesson knowing how to incorporate the learnings in your day-to-day work already tomorrow. Penny not only gives tangible knowledge and frameworks but does it with much passion and care. There's plenty of opportunity for feedback not only from her but also from the group - everyone's very invested and highly motivated which was a huge inspiration on its own!
Renate Matroos
A very hands-on sales training to improve your current way of working. The practical approach made me excited to work on my company again and allowed me to improve internal processes in just a few weeks. I spoke to my target audience and used these insights as a discovery and at times confirmation. I created new templates for client onboarding on Mural and as I'm writing this I'm in the process of updating all my decks.
Alis Yasiuchynskaya
Penny's Sales Training that I attended was absolutely outstanding. The high quality of the content and the interactive design not only provided me with valuable knowledge, but also opened up new perspectives. The intensive exchange with the other participants made the learning experience even more inspiring. I can recommend this training without reservation.
Janna Carlson
Penny's Sales For Freelancers course was EXACTLY what I needed at this point in my business. We are starting to pitch to larger clients, and I wasn't feeling confident in my ability to navigate the sales process involved. Now, just four weeks later, I feel confident that I have the tools to pitch - AND WIN - larger contracts in the coming year.
Katie Tucker
Penny's course is brilliant. She is a knowledgeable and engaging teacher. She shares her experience generously and is happy to give personal feedback on issues and questions you may have. I feel so much more confident with my sales process - the course provides templates and step by step recommendations.

Audrey Thouvenin
Attending Penny's class proved to be a great investment—truly worth every cent. The weekly rhythm, manageable assignments, and program length seamlessly integrated into my packed schedule. I particularly appreciated the simplicity, authenticity, and practicality of the content and templates provided. Those two-hour sessions quickly became the highlight of my week, seamlessly blending learning with networking opportunities. Overall, it was an enjoyable and enriching experience!
Lina Robayo
This course is something I enjoyed in every sense! The content was on point, having access to Penny's expertise was invaluable, the exercises were super useful and the community was very engaging. I can only thank Penny for putting this together and making it accessible. So if you want to be a freelancer and don't know where to start, this is definitely a good place to get some initial things clear for yourself and to become more confident!
Lauren Dixon
Sales for Freelancers with Penny is the right sales training for you if you want to actually sell true consulting services. The mythbusting of common sales tropes that you've probably come across trying to sell services or build a business in the digital age is so valuable. Penny is very grounded and down to earth, her advice is tangible and achievable and taking this course is a huge validation and boost to my confidence. Thanks Penny!
Edite Landena
You know it's a great course when you leave a lesson knowing how to incorporate the learnings in your day-to-day work already tomorrow. Penny not only gives tangible knowledge and frameworks but does it with much passion and care. There's plenty of opportunity for feedback not only from her but also from the group - everyone's very invested and highly motivated which was a huge inspiration on its own!
Renate Matroos
A very hands-on sales training to improve your current way of working. The practical approach made me excited to work on my company again and allowed me to improve internal processes in just a few weeks. I spoke to my target audience and used these insights as a discovery and at times confirmation. I created new templates for client onboarding on Mural and as I'm writing this I'm in the process of updating all my decks.
Alis Yasiuchynskaya
Penny's Sales Training that I attended was absolutely outstanding. The high quality of the content and the interactive design not only provided me with valuable knowledge, but also opened up new perspectives. The intensive exchange with the other participants made the learning experience even more inspiring. I can recommend this training without reservation.
Janna Carlson
Penny's Sales For Freelancers course was EXACTLY what I needed at this point in my business. We are starting to pitch to larger clients, and I wasn't feeling confident in my ability to navigate the sales process involved. Now, just four weeks later, I feel confident that I have the tools to pitch - AND WIN - larger contracts in the coming year.
Katie Tucker
Penny's course is brilliant. She is a knowledgeable and engaging teacher. She shares her experience generously and is happy to give personal feedback on issues and questions you may have. I feel so much more confident with my sales process - the course provides templates and step by step recommendations.

Who is this not for?

This program is designed to support freelancers, solopreneurs, and self-employed folks who are ready to sell their services with more clarity and confidence.

That said, it might not be the right fit if:

This program is designed to support freelancers, solopreneurs, and self-employed folks who are ready to sell their services with more clarity and confidence.

That said, it might not be the right fit if:

You want 20 qualified leads by the end of the program, or you're looking for shortcuts, hacks, or quick wins. This is about building a skillset and a sustainable approach as opposed to tips and tricks. Although there will be a few of those 😉

You have absolutely no experience in your field. Everyone has to start somewhere, and it's great that you're stepping into a new space! But it's important that you have at least some track record of delivering your core service before investing in this program. This isn’t a course on how to do the work, it’s about selling what you already know how to do 💥

You're looking for shortcuts, hacks, or quick wins. This is about building a skillset and a sustainable approach as opposed to tips and tricks. Although there will be a few of those 😉

You've done a million sales or marketing courses and are feeling burned out and overwhelmed with advice. Take some time out and come back when you're ready to make a genuinely impactful change to your approach 🩵

You don't have the capacity to implement what you'll learn in the course. Some methods and strategies can be applied immediately, but others will take more time and effort. That's cool! Everything worth doing takes some time and effort 💪

Nick Forsberg
Penny has had a huge impact on how to grow my freelance consultancy. Loads of amazing tips and hacks to refining your USP and building a valuable network. She blends her vast experience, knowledge zero bull, approachability, humour and empathy to create the perfect cocktail! Highly recommend!
Keri McGeehan
Penny made sales and marketing simple to understand. She was friendly, approachable, non judgemental and an expert in her field. Thank you for sharing your fabulous wisdom and I look forward to applying everything I have learned.
Ines Baricevic
I absolutely loved Penny's approach in making the scary world of sales look and feel simple and easy to implement. The course removed the belief that sales is something only some people can do and encouraged me to do it in my own way
Benny Zuffolini
Penny has an incredible talent in merging the sales process with genuine connection and deepening relationships, in a way that is ethical and respectful and easy to stomach for people who are new to the concept!
Zsanett Czfrus
Penny's Sales for Freelancers course is an essential for freelancers and solopreneurs to navigate the sales process and feel confident selling your services. I wish I did it when I first started! Thanks so much!
Andreas Anderssohn
Penny did a great job structuring the process for me of talking to potential clients. I especially enjoyed the small and energetic group which made the whole course a great setup to upskill.
Rachel Magasweran
Penny is very knowledgeable about freelance sales and helped me understand the step by step in the sales process so I can be more confident in my approach.
Shaun Jones
An enjoyable and insightful experience. If you need additional help in bringing some structure to your sales approach, this is a great way to do it

Frequently Asked Questions

How long is each session?

Each live session is 2 hours long and these are scheduled at 4:00pm CEST/CET. They're designed to be focused, practical, and interactive, with plenty of space for learning and discussion.

How long is each session?

Each live session is 2 hours long and these are scheduled at 4:00pm CEST/CET. They're designed to be focused, practical, and interactive, with plenty of space for learning and discussion.

How long is each session?

Each live session is 2 hours long and these are scheduled at 4:00pm CEST/CET. They're designed to be focused, practical, and interactive, with plenty of space for learning and discussion.

What if I can't attend live?

No worries! Every session is recorded and shared with participants. You can catch up on your own time if you ever need to miss one.

What if I can't attend live?

No worries! Every session is recorded and shared with participants. You can catch up on your own time if you ever need to miss one.

What if I can't attend live?

No worries! Every session is recorded and shared with participants. You can catch up on your own time if you ever need to miss one.

How much time should I set aside each week?

Aside from the weekly live session, I recommend you set aside at least one additional hour for homework, reflection, or applying the exercises to your own business.

How much time should I set aside?

Aside from the weekly live session, I recommend you set aside at least one additional hour for homework, reflection, or applying the exercises to your own business.

How much time should I set aside each week?

Aside from the weekly live session, I recommend you set aside at least one additional hour for homework, reflection, or applying the exercises to your own business.

Will I get one-on-one support?

If you choose the Regular bird package, you’ll have access to Penny and the community through Slack, where you can ask questions, get feedback, and stay connected throughout the 4 weeks. If you want three additional 1-1 advisory sessions to tackle your specific business challenges, please choose the Premium bird package.

Will I get one-on-one support?

Is this suitable for new freelancers?

It depends! If you've worked with a few clients and have clarity on the services you offer, you'll get a lot out of this program. If you're still figuring out what you want to do or haven't worked with clients yet, it might be better to join at a later stage.

Is this suitable for new freelancers?

How many people are in each cohort?

Every cohort of Sales for Freelancers runs between 20 and 40 participants. Some join live, some catch the recordings.

How many people are in each cohort?

Every cohort of Sales for Freelancers runs between 20 and 40 participants. Some join live, some catch the recordings.

How many people are in each cohort?

Every cohort of Sales for Freelancers runs between 20 and 40 participants. Some join live, some catch the recordings.

What type of freelancers are in the program?

Penny's network spans tech, digital, innovation, and future of work, so in class you'll meet professionals of all kinds. From facilitators and designers to product experts, coaches, innovators, strategists, content creators, marketers, and more. It's always a lovely, cross-disciplinary group of passionate professionals who are excited to collaborate, share and support.

What type of freelancers join?

What type of freelancers are in the program?