It is the most effective form of alchemy. This is hardly ever true. People don't mind being asked, they just mind asking. Well, get over it. Know exactly what you want to do, before you ask for the money to do it.
Nobody wants to buy a pig in a poke.
Even if the questions never come up, knowing the answers will make your pitch more effective. The companies know what they are talking about. You really do have something important to discuss with them, so do. Here's what I am doing and here's how I am hoping you can help. Always suggest an amount, or a range.