Ask Like an Auctioneer: How to Ask for More and Get It

Many of us aim low when we ask for something. We fear a big request will be turned down, so we settle for less than we could have had, and the money and opportunities we leave behind add up. Dia Bondi, a communications coach of two decades, argues that this habit can be unlearned.

Her answer draws on her time training as an auctioneer at fundraising events, where every bid is pushed a little higher than the last. The book sets out a six-step framework for making the strongest possible ask each time. Topics include deciding your reserve, seeing that a price reflects value rather than worth, finding the offer hidden inside every request, and what to do after hearing no. Bondi also describes the 'zone of freaking out', the uncomfortable space just beyond your comfort zone where bigger asks become possible.

The book suits anyone who wants a structured way to make bigger requests, whether in a career, a business or everyday life, and it speaks directly to women who have been encouraged to ask less. It was published by Matt Holt Books in 2023 and runs to 256 pages. ISBN-13: 9781637744123.