I used to be so squeamish about asking for a sale. Now, I’m all for it. Let’s talk about that. I give some takeaway tips at the end.

Let’s use the word “sale” to mean “a request that you do something that benefits me as well as you.” For example, if I were in the religion business (which I am not, directly), my ask might be that you come to my church or that you practice religion in the way my faith practiced. If I’m a nonprofit, my “sale” might be to get your donation or your support or your extension of my information to your networks. “Sale” can be very flexible, so use it the way you want to use it.

In my case, I’m talking about the sales that have dollar signs.

Oh, and I also don’t mean “sale” as in “a discount.”

The great bizdev guru RJ Siegel used to say “If you don’t ask, you already have your answer. If you don’t like the answer you have, ask!”