5 Steps to Craft Your Compelling Ask - Devon Smiley
The sun is shining, the birds are singing, and everything is going our way.
Speaking up and asking for what we want or need is a must. We know we should be doing it— whether to move forward in our careers, help our clients, or play a key role in helping our organization maximize impact.
But it’s tough.
We may not be the most comfortable stepping into the role of “negotiator,” but it doesn’t have to feel that way forever. It’s entirely possible to craft a compelling ask that not only works but also doesn’t make you cringe at declaring it. Here’s how to use the Intro + Hook + Ask framework to make your compelling ask.
Step 1: Who are you?
Simple enough. What’s your name, who do you work for, what’s your role or mission?
The key is to make a clear, crisp start.
“Hi, my name’s Judy and I work with the Renforth Small Business Hub. We work with entrepreneurs in the region to help them launch their own companies.”
Step 2: What do you need?
Also a simple one, right? Not quite. The only thing worse than making your ask and not getting what you want is making the ask, navigating the negotiation, getting what you want . . . and then realizing that it wasn’t really what you were looking for after all.
The key is to be as specific as possible when you’re brainstorming what to ask for. If it requires a full page of writing, multiple bullet points, and a diagram, then you’re not clear enough. My rule of thumb? You should be able to write it on a sticky note, and if you showed that to a stranger, they should be able to understand what you mean.
Let’s look at an example:
“I’m looking for a sponsor to work on some new programming that we have going on, and we’re thinking that could maybe be donating some time, or some funding, or letting us borrow a meeting room, but we’re open to discussion on whatever works best.”
Not very effective as an ask. It’s very loose. What the other person hears is “We want some stuff, to do a thing, but we aren’t really sure what, and maybe you know and can offer it?”
Instead try:
“We’re launching a summer boot camp for aspiring young entrepreneurs and would like you to be the key corporate sponsor for funding that week-long program.”
The message heard this time is “We have a definite project and want you to fund it. It’s only one week long, and that signals we’re not looking for a giant cheque.”
But what about the details? You’ll get to those. That’s the fun of negotiation. For now, your goal is to get the other person interested. To come up with a good hook.
Step 3: Why them?
Here comes some customization. Why are you asking this specific person or company? How have you decided they’re a good prospect? Including this in your ask helps you avoid sounding as though you’re spamming a lot of contacts and crossing your fingers that one agrees to help.
“I specifically thought of West Park for this sponsorship because I heard your Innovation Officer speak at the Innovate Canada conference last year and was impressed by the work you’ve done with your youth outreach programming.”
A genuine compliment here goes a long way. If they’re a subject matter expert, praise that. If they have a track record of community activism, thank them for that. It doesn’t have to be over-the-top gushing. Subtle will do nicely.
Step 4: What’s the upside?
For you? Heaps of cash, loads of free expertise, and a big promotion for pulling it off. But this is unlikely to help you secure a “Yes.”
Instead, focus on the impact their help will have.
“This summer’s program is going to enable twenty-five young people from the region to test their start-up ideas, learn from subject matter experts, and build a network to help them mature as entrepreneurs.”
One of the important features of Step 4 is that the upside you share also provides a clear connection to how the person or company you’re approaching will benefit. It doesn’t always have to be explicitly called out. In the example above, it’ll be clear to the person Judy is contacting at West Park that having their name attached to this program will be great PR.
Step 5: The ask
Here’s where the rubber meets the road. What action, engagement, or buy-in do you now need?
“Can we set up a time next week to discuss what West Park’s involvement could look like? How does Wednesday at 2 p.m. sound?”
Putting the pieces together
An Intro: Hi, my name’s Judy and I work with the Renforth Small Business Hub. We work with entrepreneurs in the region to help them launch their own companies. We’re launching a summer boot camp for aspiring young entrepreneurs and would like you to be the key corporate sponsor for funding that week-long program.
A Hook: I specifically thought of West Park for this sponsorship because I heard your Innovation Officer speak at the Innovate Canada conference last year and was impressed by the work you’ve done with your youth outreach programming. This summer’s program is going to enable twenty-five young people from the region to test their start-up ideas, learn from subject matter experts, and build a network to help them mature as entrepreneurs.
An Ask: Can we set up a time next week to discuss what West Park’s involvement could look like? How does Wednesday at 2 p.m. sound?
Here are some other examples of how you can use the Intro + Hook + Ask framework
At a speed networking event
“Hi, I’m Estelle and I’m the founder of DefiTech. We’re developing a machine learning platform that helps children with language difficulties improve their reading and spelling skills. (Step 1) Over one hundred students have used our beta version so far, and now we’re looking to connect with students who have English as a Second Language. (Step 2) I’m intrigued by the volunteer work you mentioned at the refugee welcome centre. (Step 3) It must be especially difficult for those kids to find themselves in a new environment—it’s hard enough when a kid changes schools, let alone countries. (Step 4) Would you be open to connecting me with the person at the welcome centre who supports school integrations? (Step 5)”
Collaborating with a business owner[1]
“Good morning, Leslie. My name is Steph and I’m a meditation teacher here in Calder, with a focus on helping adults caring for elderly parents. (Step 1) I’m going to be hosting a series of weekly meetings where I’ll share meditation techniques, and provide an opportunity for the attendees to build community (being in the position of carer can be quite lonely for some). (Step 2) I’m reaching out to you because I’ve always enjoyed coming to the Pines Café with my family and spending time in the warm environment you’ve created. I think it would be an ideal location to host this series. (Step 3) Expected attendance for the month-long series is fifteen people per week, and if we were to hold the meetings at the Pines, all attendees would be encouraged to purchase food and drink during our time there. (Step 4) Would you be interested in speaking with me about welcoming our group to the café, and explore some dates/times that would suit your schedule? I’m craving your cherry strudel, so I’m more than happy to pop around next week for a chat and a slice. Please let me know when works best for you. (Step 5)”
Whether it’s in our professional or personal lives, we all make asks and negotiate for the things we want. Try the Intro + Hook + Ask framework to craft your compelling ask and make sure you’re getting what you want.
Author Bio:
Devon Smiley is a Negotiation & Commercial Consultant for entrepreneurs and founders that are ready to go after bigger, better deals…without sacrificing vision, impact or relationships.
She’s distilled over 15 years and $5 billion of negotiation experience into accessible and actionable guidance that helps build the skills needed to navigate conversations with confidence.
Working with teams around the world and across verticals Devon has supported founders in cultivating the negotiation, communication and leadership skills they need to grow their businesses.
A strong believer that negotiation isn’t just about boosting bottom lines, Devon has worked with pro bono partners including UN Women and The Clinton Foundation.
Website: DevonSmiley.com
LinkedIn: linkedin.com/in/devonsmiley/