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The Freelance Podclass

85 EpisodesProduced by Craig CanningsWebsite

The Freelance Podclass is not your ordinary podcast! It features a series of actionable lessons designed to help you solve the biggest challenges you are facing in launching and growing a profitable Freelance Business. Join the founder of Freelance University, Craig Cannings, and an amazing faculty … read more


The Winning Discovery Call Class with Forest Linden

In this Podclass, I am joined by the founder of, Forest Linden, who shares his insight and unpacks 11 pillars to conducting a winning discovery call that turns prospects into ideal clients. Forest also talks about how he sells his packages right from that first discovery call.



Podcast Outline:


0:00 - Opening thoughts

1:03 - Introduction to Forest Linden

2:58 - Forest tells his “Freedom Story” and describes his business lifestyle.

  • 7:01 - The benefits of Forest’s flexible schedule


8:19 - Introduction to Topic: “The 11 Pillars of Winning Discovery Calls”

  • 9:33 - The background to these concepts
  • 10:44 - Pillar #1: Come from a place of compassion and wanting to help people.
  • 11:36 - Pillar #2: Be authentic and as transparent as possible. (i.e. Be a good person.)
  • 13:28 - The importance of confidence and natural conversation


  • 14:19 - Pillar #3: If you get nervous about calls before you do them, focus on what you can give, not what you can get.
  • 14:31 - Pillar #4: Put your prospects’ needs to solve a problem above your need to make a sale or get hired.
  • 18:13 - Pillar #5: If possible, tell stories about how a client has worked with you and how your work with them allowed their business to transform.
  • 19:19 - Pillar #6: Give people a feeling sense of what it’s like to work with you.
  • 20:08 - The impact of storytelling


  • 21:44 - Pillar #7: If you’ve been working with people long enough to have a good awareness of what their major objections will be, find ways to address them in the call.
  • 24:52 - Pillar #8: Paint the picture of negative situations you can help people avoid (loss aversion).
  • 27:42 - Craig shares a real-life example of this pillar in action.


  • 28:28 - Pillar #9: If possible, give something away for free.
  • 31:32 - Concerns and advice regarding free giveaways


  • 34:22 - Pillar #10: Be willing to say no when a client is not a good fit.


  • 35:51 - Pillar #11: If there’s a way to do this where it’s authentic, let people know that there’s a reason they should hire you sooner rather than later. (i.e. Create some authentic tension.)


38:33 - Recap of the 11 Pillars to a Winning Discovery Call

39:30 - The importance of being a good person

41:01 - Closing thoughts

Resources and tools discussed in this episode:


Clarity Lab:




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