If you want something, ask for it. Pretty simple, eh? Actually, it's not. Many people run into external (and more frequently) internal obstacles.
Even though more women are affected than men, it's not just a woman's thing. Many men also run into the same obstacles when direct requests are required.
Why does it happen? Why do we shirk from being direct with a boss, colleague, or client?
We are afraid of coming off as whining or complaining.
We are afraid of a blunt response that will further deepen our insecurity.
We don't know what we really want.
You don't really believe you will receive what you are asking for (limiting beliefs).
You don't feel you have to ask — people should instantly realize your needs.
You don't know HOW to ask.
Most psychological studies prove that people are more likely to help you if you just ask in a simple and direct fashion. A smile doesn't hurt either. Most people are nice and willing to help someone in need.
One way I help my clients overcome being direct is to do "The Starbucks Challenge". I ask them to go to their local Starbucks, find the most expensive drink on the menu, order it, and then ask for a discount. It's amazing most people will build up a temporary anxiety complex all the way to the Starbucks location. They will run through various scenarios and their fear will mount until they ultimately ask for a discount. Of course, they will be turned down — but the realization afterward that they were acting childish makes the lesson even more powerful. Try it.
So let's tackle each one:
We are afraid of coming off as whining or complaining.
This is one of the biggies — we don't want to sound whiny or negative, so we don't really ask for what we really need. In fact, if you dance around the subject or draw out the request, YOU WILL sound whiny. Be direct, ask for what you want, and listen for the response — you will be pleasantly surprised.
We are afraid of a blunt response that will further deepen our insecurity.
Yes, you might receive that 'NO' infrequently. Conversely, you will frequently receive an unexpected 'YES'. In addition, the NO will not be blunt and yelled at you by your boss. Most of the time it will be couched comfortably in "let me think about it" or "not now", rather than a hurtful NO. We are so afraid of NO's (probably from childhood) that we are afraid of being direct.
We don't know what we really want.
A lot of people fall into this category. When something is really important, we tend to 'complexify' our need and flub our request. Successful people keep their requests super-simple and direct. Don't dance around the subject, don't parry and feint with your verbiage — just ask. One way to do this is to write down exactly what you need, hone the message, and then ask.
You don't really believe you will receive what you are asking for (limiting beliefs).
I run into this all the time with clients who want a promotion/raise or business owners who need to increase their fees. Many people have self-imposed, limiting beliefs which directly impact their ability to move up the corporate or business ladder. In the end, they are deceiving themselves — I actually had one client double their fee and their patients happily paid it. You just have to ask. Practice makes perfect — try to push yourself to ask for simpler things from strangers — to look at their newspaper, borrow their cellphone, etc. You will find they will happily share and you will build your confidence.
You don't feel you have to ask — people should instantly realize your needs.
This also circles around raises and promotions. A lot of people think they all have a guardian angel protecting them at work who will accurately track their progress and reward them when it's time. That's BS. Even the best managers forget to track their best performers and are always reticent to provide increases. You have to ask for them — because the only person caring about your needs is YOU.
You don't know HOW to ask.
I left the best one for last. There are a lot of people who just don't know how to get what they need because they've never done it. From the reasons above, this is how you do it — write exactly what you want down on paper, simply it, practice your request, find the best time to catch the person your asking, be direct and to the point, and then shut up. Let them respond — don't add anything else by prevaricating.