I’ve been working on marketing Pitching & Closing and am learning a lot in the process. I have never done any form of marketing before (other than perhaps my own personal brand) and it’s been an interesting experience understanding how to spread the word. Part of this marketing means asking people for various things: favors, purchases, introductions etc.

In this process, I have also had to learn very quickly how to ask for what you need, not what you think the other person wants to hear. This is a common need in sales and business development and is a very practical skill to have.

For example, Alex and I have been speaking with various universities and academic institutions about using the book in classrooms. Having to make the ask outright: is there any way a professor, teacher or department would consider adding it to the curriculum? Even if you think it isn’t entirely feasible for the other side to meet your exact needs, making the full ask makes it easier for the other side to meet you halfway.

It’s as simple as ripping off the bandaid and knowing very clearly what you need from the other side. Make your ask specific and detailed (like, I’d like you to consider using the book in this particular course for 1 semester as a trial-run), and the other side will be able to form its opinion – and hopefully say yes. The worst thing that happens is you get a “sorry, we can’t help you at this time.” But the clearer and more precise the ask, the more likely it is that you can find a compromise for both parties.