890: The Five Laws to Asking for What You Want with Laura Fredricks

Pete Mockaitis
Laura, welcome to How to be Awesome at Your Job.

Laura Fredricks
Welcome, welcome, to you, too, Pete. Glad to be here.

Pete Mockaitis
Well, I’m so excited to chat about your book, Hard Asks Made Easy: How to Get Exactly What You Want. It sounds super useful. But, first, I want to hear, as the ask expert, what are some of the wildest asks that you’ve come across in your days?

Laura Fredricks
It was two kids that wanted a dog and parents weren’t having it. They weren’t having it. So, I came across them and they came to me, and, of course, they’re doing all the stuff. So, I said, “What are you doing?” “Oh, we’re making the bed where the dog could go, and then we’re baking cakes for them, have the dog get them.” And they were doing all these extraneous stuff. It was hysterical.

So, I said, “Well, one thing you could do is wake up early every morning as if you’re going to walk the dog, because you know what’s on your parents’ mind. We’re going to get the dog and we’re going to be taking care of it.” I said, “Sure, you’re responsible so wake up early. Get that powder and go. And then you got to ask for the dog. You can’t just keep saying, ‘I want a dog. I want a dog.’ That’s not an ask.”

“Say, ‘Look, mom and dad, we wake up early every morning. We’ll take care of the dog. This is really important to us. We think it’s going to be great for the family. Can we go out this Saturday and look for a dog? Please, it’s important.’” And they did, they got the dog, and away we go.

Pete Mockaitis
Okay.

Laura Fredricks
I did something sneaky in there, Pete. It’s all what we’re going to talk about. Every ask, two sentences, and a question.

Pete Mockaitis
That is absolutely something I’m going to ask you about. It’s funny because I can imagine this is in my future. Our kids have made reference to wanting a dog.

Laura Fredricks
It’s coming.

Pete Mockaitis
Well, tell us, any particularly surprising or fascinating discoveries you’ve made about us humans when it comes to asking during the course of your research and career and writing on this stuff?

Laura Fredricks
A lot. And this is the number one thing. Confidence wins the day. The more confident you are, the more likely you are to get what you ask for. I get this ask all the time, Pete, “Do women make better askers? Do men make better askers? If you’re at the top of your field, does that make you a better asker?” It’s all about confidence. And so, one of the things I try to do is create confidence in preparation first, and then actually asking. But you will get more of what you want by just a confident delivery.

Pete Mockaitis
Okay. I was going to ask specifically how you define confidence. So, you say a delivery that comes across as confident.

Laura Fredricks
Correct.

Pete Mockaitis
So, whether you believe you deserve it or whatever is not so much relevant?

Laura Fredricks
No, it is. Because when you believe it, you deserve it, you look confident, there’s no way you can look any other way. So, that is the stepping stone to being confident. You have to be 100% sure that this is what you want, what you need, and what you deserve.

Pete Mockaitis
Okay. There we go. Now, let’s dig into the book, Hard Asks Made Easy: How to Get Exactly What You Want. What’s sort of the big idea or main thesis here?

Laura Fredricks
There are five laws of asking.

Pete Mockaitis
All right.

Laura Fredricks
I can walk you through them if you want.

Pete Mockaitis
Oh, let’s do it.

Laura Fredricks
Good. So, I always like to do it this way. Pete, tell me one thing that you need this week or this month.

Pete Mockaitis
I need my team to chug ahead on, frankly, a pretty boring, repetitive project.

Laura Fredricks
Okay. Okay. Good. So, here we go. And that’s a good one because I just did an interview with someone, actually, which is really exciting, and she needed more sponsors for her show, so we walked through that one, which was great. But this is asking a team to keep going even though it’s not exactly exciting work. Did I get that right?

Pete Mockaitis
Mm-hmm.

Laura Fredricks
Okay. So, here we go, Pete. Law number one, know exactly what you want with numbers and dates. So, knowing that, how would you ask your team? Numbers and dates.

Pete Mockaitis
I need all 890 of these episodes converted over for dynamic ad insertion by September 25th.

Laura Fredricks
There we go. Perfect. Perfect. Perfect. Okay. Notice you didn’t say, “By fall,” “By the end of the summer,” by whatever. That, really, “Now, I’m crystal clear of what we need to do. I’m your team member. I’ve got a good idea.” Good. Now, law number two, stay with me, write the old-fashioned way, or type it on your phone but it has to be brain to physical here, 15 things your team is going to say to you.

So, I’ll help you out. “Don’t have that kind of time,” “Can’t make that deadline,” “Why do you need it by that date?” “What’s in it for me?” “Do I get extra pay?” “I’ve got these other tasks to do,” “Where is this on my priority list?” Okay, I just gave you seven. Now you fill in.

Pete Mockaitis
Oh, sure. Well, my team is so fantastic that I think they’ll probably say, “Oh, hey, well, we’ll try. I mean, yeah, we’re going to do our best but I don’t know. I mean, that’s kind of a short deadline.”

Laura Fredricks
“Well, what happens if we don’t make the deadline?”

Pete Mockaitis
Okay.

Laura Fredricks
Okay. “Can we get extra help if we don’t make the deadline?” “Once that’s done, what else am I getting?” You get the point, 15 things. And we do this because of this reason. The number one reason people don’t ask, it’s not to hear, everyone here knows it’s not fear of rejection. It’s they’re afraid they’re going to hear a response they’re not prepared for.

And so, law number two, get you prepared. First step is 15 things you think they’re going to say, and then you go back, and what will you respond to each of them. That gets you right into the beginning of the show we talked about, law number three – deliver with confidence. Now, your listeners can’t see but every time I do an important interview, like the one we’re doing now, I stand. You’re standing, too. Why? It’s confident. No one exists in my universe right now other than you, Pete. Nobody.

Pete Mockaitis
Why thank you. Felt good.

Laura Fredricks
My voice is up, my energy is great, this is it, but people just step over this, like, “Oh, I got this. I’m good. I know my boss.” Just like you said, “My team is great. They love me. We love them. It’s all fine.” But we’re not delivering with confidence.

Law number four. Clarify what you think you heard. So, let’s say, one of the responses, which is very common, not that your team would give it to you, but let’s say they do, “Oh, Pete, you know, I got to think about it.” What would you say?

Pete Mockaitis
Well, it’s funny, I suppose when I’m thinking about something, usually, there’s something pretty specific under the surface that I need to think about in terms of, like, “Well, I’m wondering if I have that capacity given that there is a vacation scheduled.” And so, often “think about” really means gather some more information and do some research to bring a little bit more certainty to an unknown.

Laura Fredricks
Right. So, the thing about that, which is a very common response which we’ll have to prepare for, is your only job is to find out the “it.” What is the it? Now, you went down and said, “There’s research. There’s something to contemplate on,” there’s always something. But you need to find out in that moment what it is.

So, anyone hears I have to think about it, this is what you say to your team member, “Thanks so much for sharing. This is great.” This is my words, use whatever, “To the extent you feel comfortable, can you share with me what you’re thinking about?” And here’s the most important part, “I’m here to help you,” and you bring it back in. It’s not I threw something at you, you threw a response back, time is going to take care of it. There we go.

“To the extent you feel comfortable, can you share with me what you’re thinking about? I’m here to help you.” And you know what? They tell you. And exactly the reason might be that you just said, “Well, you know, here we are. It’s August 3rd, I have the last two weeks of August off. I don’t think I can make the September deadline.” And now we know what it is. It’s the timing.

It could be, “Well, I’ve done 90% of this project. I don’t think I should do any more. I think this other teammate should do it because I did 90% of it.” You don’t know what the “it” is, so figure out the “it.” And then law number five, and this is very important, right there and then, plan your next move while you’re talking about it.

Because if it’s, “That’s great. Go back. Think about it. We’ll circle back. August 3rd will be closed.” August 15th becomes August 30th, and too much time goes by. So, you could say, “Great. Work it out with your teammate. Friday 10:00 o’clock, let’s meet again and finalize this.” And now you’ve taken a big topic and you’ve condensed it, and you’re going to get an answer in a short amount of time.

Pete Mockaitis
Okay. Beautiful. There we have it. The big idea is those five laws, and you just laid out what are those five laws. And I think the part that’s vibing for me the most is the idea of we fear more getting a surprise question that we can’t answer than we do getting a no. And I think that resonates, well, for me. I guess maybe you’re suggesting it’s universal.

Because if I get a question I don’t know the answer to, I feel, I don’t know what the word is. I feel kind of like a loser in terms of, “Okay, guys. So, you’re coming in here asking for a special favor, and then in reply, I have a very basic clarifying question to ask of you, and you have no idea. That feels kind of disrespectful to me who’s being asked that you don’t have your act together. And so, that’s what I’m feeling.”

Laura Fredricks
It does. It does. And, also, like you said the word, surprise is correct. I always say, “You don’t want to have that deer-in-the-headlights look, like whatever.” That’s why I did law number two of writing down the 15 things because you’re pretty much going to hit the parameter of where it is. And many people in leadership positions, this is the reason why they don’t ask.

Think about it. You don’t get to be CEO, you don’t get to be in the C-suite, you don’t get to be the VP out of the sky. You’re prepared, you’re good, you’re knowledgeable. You’re the one to have that role, and a lot of times they don’t step up and ask for that same reason.

Pete Mockaitis
Because if you’re the vice president of whatever, and you ask the CEO, and the CEO asks you a sensible question, and you’re like, “Ugh, I have no idea,” then you’re sort of worried, like, “Uh-oh, maybe I’m not going to be the next CEO because the CEO now thinks I’m dumb and unprepared.”

Laura Fredricks
You’re supposed to know it. You feel judged.

Pete Mockaitis
Certainly. And I suppose when you do these 15 things, you can have the polished version of “I don’t know” at your disposal.

Laura Fredricks
Well, what you can do, and I recommend to everyone, like use this as a positive moment. We’re kind of on audio here but the visual matters. When you hear something you don’t like, normally, your body language tanks and you just give it away. Just say, “You know what, that’s a great question. Let me circle back. How about Friday 2:00 o’clock? I’ll have the answer. We’ll go from there.” Use it to your advantage. Use it as a leverage point. Don’t let that take you away. If response number 16 came and you weren’t ready, keep that list. That becomes number 16.

Pete Mockaitis
Okay. Well, so I like the clear formulations here. So, we got our five laws. You’ve also got three rules and a formula. So, let’s hear these, too.

Laura Fredricks
Yes, I do. Well, these all came from… asking has always been left from luck, chance, and time. If I ask enough people, one person is going to say yes. If I spend so much time with Pete, he’s going to naturally know what I want. And that’s how asks had gone, and I said, “I have to put organization, structure, and focus because when people have a path, they’ll follow it, and they’ll do it. Without steps, they’re not going to do it.”

So, my three rules, which are pretty easy but you’ve got to follow them, is be prepared, be personable, be present. And the preparation is what we did in the second law, but it’s also beyond doing your research. Really get to know a person. This comes to play when people want another job and they want to network, and they want to find a reference, and they want to find someone who might be in the company that they’re about to go in, where they’re a candidate for.

So, first of all, if someone is going to say, “Hey, I know this person, and it might be good for you. I kind of know them, kind of don’t,” there’s a lot of questions you need to ask, “Do you know anything about them? Do you know their interests, how they like to be communicated with? Are they kind of a person who is relaxed, likes jokes, very formal?”

All that stuff you can gather, makes you prepared for when you want to use that person as a reference should you ever become one of the top candidates. Just be prepared. I think people step over, it’s like, “I know Pete. He’s a good guy. The conversation will go well.” It won’t. Be prepared.

Second is be personable. And what I mean by this is, it’s one of my mantras that I love, your tone is as important as your words. Everyone who comes to me, it’s like, “What’s the right words? What’s the magical formula to ask?” And I can do that, but I always practice with them, “How do you sound? Take your phone, record your voice. Do you like it? Are you using one or two words way too much?” Your tone is as important as your words.

And then the last is be present. And I say listening with presence matters so much. Now, it’s gotten a little bit easier since a lot of us still do a lot of communication on Zoom, so we can look at our computer screen and focus. And you’ve prepared all your guests like me, to have no distractions, cellphone off, landline off, windows closed, the whole bit. The same applies when you’re going to ask. You have to be present. Nobody exists but the person you’re asking.

Pete Mockaitis
Okay. Understood. And can you also share with us the 75% to 25% rule?

Laura Fredricks
Yes. That gets to listening with presence. How many times, think back, that you had a conversation or even someone asked you where they’re overtalking it, they’re selling it, they’re pitching it, they’re selling it again? And by the end of the conversation, you don’t know if you’re supposed to think about something, you don’t know if you’re supposed to respond to something, and it was a great conversation but you’re kind of clueless.

So, I say, especially when you’re in the ask, it has to be they talk 75, you talk 25, which gets us to the ask formula of two sentences and a question. You end on a question so that the person you ask speaks next.

Pete Mockaitis
Okay, two sentences and a question, and the goal there is that you’re not overtalking, and they do the next speaking, as opposed to dead silence, “Okay, now what?” So, can you give us a few examples of sentence, sentence, question, sentence, sentence, question?

Laura Fredricks
Sure. Sure. There’s a person I knew who wanted, she was the vice president and the CEO position came up. She’s in Colorado and she contacted me. And, again, people can go too heavy on what they accomplished so that they should naturally rise to the next position. And I said, “Listen, let’s do this in preparation. Let’s frame your interview. Let’s frame your ask. Go in there, and here we go.”

First always, “Thank you for your time. This is great. It’s a wonderful opportunity and I’m really looking forward to it” sentence number one.” Number two, “I’m here today to share with you my three points of taking this company to the next level in the next year,” sentence number two. Question, “Is this a good time to talk about it? I’m really excited about it.”

So, this is a job interview. Now, what did I do? Two sentences and a question. We’re going to get to asking for the job in a minute but I like this prep first. I like saying, “I have three things to share with you,” because what does that do, Pete? That means I’m waiting for number one, I’m waiting for number two, I’m waiting for number three. It focuses the conversation.

Pete Mockaitis
Absolutely.

Laura Fredricks
Now, we’ve advanced why I am going to be the best CEO because I’ve already thought of how we’re going to advance the company. Listen to the back and forth, they’re going to talk about the stuff. And so, at the very end, saying, “I hope I’ve answered all your questions. This is so important to me in my career,” and here we go, “I’m asking you now to consider me as the next CEO. Can you do that?”

Nobody asks for the job. They talk around it. But when you ask for it, there’s laser focus that you are the person who really wants this. You’ve put a lot of time and energy into it. You’re going to advance us and you actually asked for the job.

Pete Mockaitis
Okay. “Can you do that?” and they’re like, “Sure. I can think about that.” Or, I guess they’ll say, “Well, no, actually, someone else is going to get it. So, sorry about that.”

Laura Fredricks
And that’s fine but at least you planted a major seed that this is something they really, really want, especially if you’re moving up in the company. There can be way too many assumptions that, “They know me. They’ve seen my work. We’ve gone out. They know my plan,” and when it comes to this moment, you have to treat it as if they kind of know you, kind of don’t, but you have to be the person who asks for the job because you want the job.

Pete Mockaitis
Okay. Can you give us another demonstration of the two sentences then question?

Laura Fredricks
Sure. Sure. Let’s go back to the interview I just did. The woman said, “I need more sponsors,” which we know from law number one is not an ask. I said, “Give me an example.” She wanted Coca-Cola to be a sponsor for 25,000 by September 1st. Okay, that’s what we wanted. Okay, it was kind of a framed ask. It could be any sponsor. It could be a local bank. It could be whatever but we used Coca-Cola because everyone knows it.

So, anyway, we go in and say, “You know what, first of all, what’s in it in for them?” “I’ve studied your company, and a lot of people tune into my podcast, and I think this can be a tremendous partnership. What I’d like to talk to you today is about Coca-Cola being a $25,000 sponsor by September 1st. Can we talk about it now? What else do you need to know before you make this important decision?”

Pete Mockaitis
Okay. Understood. And so, they’re clear on, “Well, here’s what I need. I need to know your demographics, your dah, dah, dah.”

Laura Fredricks
Precisely. You’re right down the runway, “It’s 25,000 by September 1st.” And then you get into everything else. Here we go, “I’m not the decision-maker. The budget is over. We don’t support podcasts.” Then you get into the 15 things, and you’re going to respond.

Pete Mockaitis
Okay. And let’s do one more example.

Laura Fredricks
So, there’s a lot of people that need more personal time now or through the end of the year, or they want a promotion, or they want a raise, but I’m going to go with personal time because more people are coming to me, that’s as important as raises and promotions.

So, here we go. And when you speak to your boss, you’ve got to remember, they don’t remember how much vacation personal time you have. I think they think it’s emblazoned in there, like, an Excel spreadsheet but they don’t know. So, go in there and say, “You may be aware or not that I have 10 personal days in calendar year 2023. I’d like to ask for three more personal days that I can use in September. And if we have to count them against my 24 time, that’s okay. Is this something that you’re ready to decide now? How can I help you make this decision?”

Pete Mockaitis
Okay, there we have it. Well, so I like that we got right into a lot of the pro tips on the formulation of the ask. Can we maybe back up a little bit and talk a bit about that asking reluctance. We talked about the fear of not knowing what to say. You’ve also formulated what you call two devils and three temptations when it comes to asking. What are these?

Laura Fredricks
Well, the two devils are assumptions and expectations, and that can just sabotage, even your thinking, about asking. So, there’s a lot of assumptions. Let’s go back to the person who wants to be CEO. They can do a lot of assumptions of, “I’ve been here X amounts of years. I’ve taken this company here. Everybody knows me.” And, like, in what we ever say, “It’s going to be a slam dunk,” but that’s way too much assumptions.

Or, “The more time I spend with someone, the more likely they are to know that I want their business.” This happens a lot in sales, a lot in real estate, “Take the person out for a thousand times, and they know that that person is going to buy the house from them.” Assumptions. Wipe it away.

Expectations. This comes a lot in personal relationships, especially, when we expect someone to know, “You need to clean the house more.” We expect someone to know, “It’s your turn to do food shopping.” We expect someone to know, “We have been on vacation. We’re going to take the biggest one we ever have.” Wipe away expectations and assumptions. You do need to ask and you can’t rely on those two.

And then my three devils, I mentioned them before, and they surface all the time: luck, chance, time. “If I ask,” and I hate this, “ten people, one person will give me investment.” Chance, “Well, my chances are pretty good because I just went out with them last time, and they’re going to know, and they’ll just do it, but I’m going to take my chances. I’ll sit back and wait.” And time, fall back on the other one, “The more time I spend with people, the more naturally they’re going to know what happens, and I don’t have to ask. It’s just going to happen.”

Pete Mockaitis
Okay. Understood. Well, tell me, Laura, any final things you want to make sure to mention before we shift gears and hear about some of your favorite things?

Laura Fredricks
Yes, there’s a couple things that I like. Just keep in mind, anytime you ask, it’s a conversation, and anytime you ask, it’s an opportunity. A lot of times, people can ask because they feel like they’re taking something away, the person is going to have less than they had before, but always think it’s an opportunity. They’re going to say yes, no, maybe, move on, but I’m guaranteeing you, if you don’t, there’s someone right behind you who’s going to ask that person. So, remember, it’s an opportunity.

Pete Mockaitis
All right. Well, now could you share with us a favorite quote, something you find inspiring?

Laura Fredricks
“The quality of your life depends on the quality of questions you ask yourself and others.” I made that up and I like it. It’s my guiding principle.

Pete Mockaitis
And a favorite study or experiment or bit of research?

Laura Fredricks
I look a lot towards two things – The Chronicle of Philanthropy, Advancing Philanthropy, just because I know the mindset of people with a lot of money, what they’re doing with it, why they’re giving it, why they’re not because that comes up in a lot of asks. Most asks have a monetary element to it, so I monitor those two. And, also, I’m an avid reader, I read The New York Times, The Wall Street Journal, The Washington Post every day.

Pete Mockaitis
All right. And a favorite book?

Laura Fredricks
To Kill a Mockingbird hands down. It’s my favorite book then. It’s my favorite book now. and, Pete, one of the wonderful things is I got a chance to see Jeff Daniels be featured as Atticus here in New York City. And what’s so wonderful and sometimes terrifying is that the lines, the original lines from the book, in the play made people gasp because they’re timeless. We’re still dealing with these issues. And so, to write that kind of book and still have it so relevant so many decades later is just amazing.

Pete Mockaitis
Okay. And a favorite tool, something you use to be awesome at your job?

Laura Fredricks
A couple because I’m on the road a lot, I use Egnyte because then I can access any of the documents I have, any of the press releases, on and on, and I like that a lot. Oh, my MailChimp, I could not live without that because that gets out my newsletter. And if anyone wants to be on my newsletter, it’s laura@expertontheask. Send me your email and I will put you on. I do a newsletter once a month, and it’s called 2S 1Q, two sentences and a question.

Pete Mockaitis
That’s right.

Laura Fredricks
So, those are my best. And then I invest in a lot of good lighting because it’s sometimes very difficult in a New York condo to get the right lighting, so I always invest in good lighting.

Pete Mockaitis
And a favorite habit?

Laura Fredricks
Read The New York Times religiously every morning, and my other two, The Wall Street Journal and The Washington Post because external forces govern internal decisions. You have to know what’s going on locally, regionally, nationally, internationally because they affect every ask you can do, won’t do, or need to do. And I also want to know what’s on people’s minds when people are asking. People don’t think about your ask in an incubator. They know what’s going on in the world and it’s on their mind so you have to be prepared for that.

Pete Mockaitis
Okay. And is there a key nugget you share that really seems to connect and resonate with folks; they quote it back to you often?

Laura Fredricks
I gave one before, “The ask is a conversation,” “Your tone is as important as your words,” and, “Listen with presence.”

Pete Mockaitis
And if folks want to learn more or get in touch, where would you point them?

Laura Fredricks
Two ways ExpertOnTheAsk.com or simply my name LauraFredricks.com.

Pete Mockaitis
All right. And a final challenge or call to action for folks looking to be awesome at their jobs?

Laura Fredricks
Make more asks. Don’t hold back. Use the five laws. Honestly, they really, really work. Be prepared. Be personable. Be present.

Pete Mockaitis
All right. Laura, this has been a treat. I wish you much luck with all your asks.

Laura Fredricks
Thank you. Likewise, my friend.