As the legend goes,
Sudama did not reveal his abject poverty to his friend & lord, but Krishna
read his mind & granted him all he had wished for, but not asked! Moral of
the Story: God knows what you want, do not be too shameless to demand/beg for
it.
All of us have
listened to this tale as kids, and somewhere imprinted in our minds that we
shall be offered on a plate what we desire, if we pray/wish for the same. No
need for asking! 
But alas! The real
world does not function in the same good ol' fashion. You have to open your
mouths, ask, demand, beg and do all what it takes to achieve your coveted goal.
No wonder corporates insist on the value of assertiveness. It is the right
combination of pleading and fighting (gurus call it negotiating!), a perfect
balance of sharp words and silent but sharper gestures. Whether you want a
raise from your boss, a selection in an interview, a contract from your client,
help from your colleague or even want the office boy to scan your papers
first... assert yourself!  Ever felt 'I
should have said that', 'he just manipulated me & i couldn't say no', 'how
come none of what i want ever happens', 'i couldn't say what i wanted to'...
well, there you are!
Assertiveness is
different from communication. Communication is merely about conveying your
message to the other person (extremely important though), assertiveness is
about convincing him of your point. 
I'm no management
guru, but have learned a few gems in this field during my work stint. Sorry, no
college can teach you this, you've got to be working in an hierarchical
organisation to even realise its meaning! Here are my key learnings
(Disclaimer: Even after loads of tutoring & reprimanding by my boss and
despite the n no. of training sessions attended, i've taken long strides, but
not perfected the art!) I've employed these (or at least tried to!) during
vendor negotiations, client meetings, departmental discussions, and even
everyday work to some extent.
- Firstly
     convince yourself of what you want! This requires a lot of brainstorming
     before developing a clear picture of what you want. Work out all the
     nitty-gritties.
 - Next,
     try to gain as much knowledge and information (relevant to the issue) as
     possible. Knowledge, agreed, can never be complete, but know enough to
     encompass all possibilities. So, do your homework well!
 - Keep
     the info concrete & handy. Try not to leave any loose strings. Be
     objective.
 - What
     knowledge can’t, let your words do! Try to think of all the opposing
     points and prepare your answers accordingly.
 - Test
     the waters first. Listen! The other person too is technically in the same
     oat as you are. If you know the person well, employ words & tactics
     that have worked on him before. If you are meeting for the 1st time, study
     the person, but refrain from judging him.
 - Never
     get personal! Act professional and state only the facts! Keep a check on
     your tone & volume. At no point in time, get rude or lose you temper.
 - Say
     no. Directly. On the face. And don’t budge.
 - It's
     not necessary to win every argument. You can lose many battles, but
     concentrate on winning the war!
 - Negotiate.
 - Let
     go of arguments that you are losing. Change the topic & come back
     later if you want. Don't let your opponent do this to you.
 - Lastly,
     remember this is not the end of the world. Even if you lose, your life
     won't end. This realisation keeps you from getting desperate.
 
This list is
obviously non-exhaustive, but hope it helps!
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