“Just Ask” – The Most Valuable Two Words in Business
Jennifer Prosek, Managing Partner, Prosek PartnersI often reflect on how lucky I am to have been taught, early on, the two most valuable words in business: Just Ask. I became an entrepreneur shortly after I graduated from college and I often felt I was in over my head. I also found that clients weren’t always ready to trust me with their most important work. Asking became my magic weapon. Once you realize that asking leads to yes far more than it leads to no, it’s a habit-forming behavior that fuels confidence and positive self-fulfilling outcomes.My "just ask" moment came early on in building my marketing and communications firm, Prosek Partners. We were in a high-profile competition for a new piece of business. We did so well in the first round that we were told, "You're going to get it. You just have to pass muster with the founder." But the founder was among the most intimidating humans our team had ever encountered and we froze. We knew, leaving that meeting, that we had blown it.My contact there, Andrew, called shortly after the meeting to deliver the bad news. Five minutes after ending the call with him, I picked up the phone to call him back. I asked for another meeting with the founder. With a fresh team. Awkward silence ensued and then he said, "Jen I doubt it, but I will try." A day later we had our second chance. Thirteen years later, this firm remains a top client, and the founder is a dear friend. It turns out he was impressed that we wanted his business, and more impressed that we were gritty enough to ask for a do-over. Founders connect with that behavior.Women’s History Month and the recent International Women’s Day bring attention to empowering women and getting women into more senior roles to balance the scale, so I want to do my part. Below are a few of my just ask rules of the road to help you navigate the business world:What’s the downside? – If you’re trying to muster up the courage to ask, always ask yourself, “What’s the downside?” In most cases, you will find the answer is perhaps a little bit of embarrassment or a blow to one’s ego. Not too much of a loss after all.Ask with humanity and authenticity – My ask to Andrew would not have been so effective if we had not established a human connection, a like and admiration for one another. I explained to him, authentically and humbly, that I was truly disappointed in myself and how much it would mean to me to have a second chance.Watch your timing – Timing your ask is incredibly important. Don’t ask for something when someone is under pressure or overwhelmed, running out the door or having a bad day. Ask when the time is right.Don’t qualify your ask, just ask – Deliver your ask directly and confidently. Don’t apologize for your ask.What’s in it for them? – Your ask should deliver something for the other party, even if it’s psychic income. To this day, Andrew feels great that he was able to deliver an opportunity to a young female entrepreneur building her business at a critical time. And, I remind him often of the impact he made on my professional life and career.Remind them to ask – If you are the employer or mentor of young people, especially women early on in their careers, encourage them to ask. Beg them to ask. And remind them that those who ask, achieve.
About the Author: Jennifer Prosek is the founder and CEO of Prosek Partners, a leading international public relations and financial communications consultancy with offices in New York, London, Los Angeles, Boston and Connecticut. Prosek is a published author and frequent speaker. "Army of Entrepreneurs," her first book, received praise from Columbia Business School, Wharton and INSEAD. Her second book "Raising Can-Do Kids," co-authored with Richard Rende, Ph.D., was published by Penguin Random House in 2015. She is on the board of directors of the Arthur Page Society and BritishAmerican Business.
