There’s a belief in a lot of circles that you shouldn’t come outright and ask for business. Or at the very least, not ask for it in a way that’s full-on sales pitch and “Give me your money!” in tone.

A lot of this stems from social media’s growing acceptance by the mainstream and its mantra of “old marketing approaches are less relevant”. While this is true to a degree, old marketing and new marketing can still work together.

This is where the art of the ask comes into play:

• You don’t need to be pushy to win business.

• You don’t need to be completely sales-oriented to win the sale.

• You don’t need to throw every sales question at the wall and hope one of them sticks.

Instead, turn the question around and make it a benefit. Instead of asking for the sale, show what the benefit and return will be:

• This is what I can bring you.

• This is the traffic you will see.

• These are the new sales you’ll benefit from.

• These are the people I’ll put you in touch with.

Turning the question around into a statement of intent will still ask for the sale but in a way that’s more likely to get a result. It’s almost reverse psychology, with the difference being there’s no psychology involved, just providing a solution to a need.

Think of the most successful businesses. Apple, Microsoft and Wal-Mart, to name just a few. The reason they’re successful? They fill a need and also show what the result of that is.

You want a great computer that is easy to use, has one of the best GUI’s around and is a designer’s dream? Get a Mac. You need business software that will help your own business grow? Get a Microsoft Business Suite. Want cheap prices without the cheap price look and feel? Shop at Wal-Mart.

Offering the answer to problems has been the tried and trusted way of asking for a sale since selling began. This doesn’t need to change with the increased popularity of newer business practices.

Be yourself and offer a solution to a need, with a product that can fill that need better than your competitors, and you won’t need to practice at the art of the ask. You’ll already be using it.