We don't need to like negotiating or asking for business, but it helps to understand that the world usually works that way. We won't get what we don't ask for.
We don't need to intimidate or try to crush people, but we do need to play the game of working with the emotions of the people with whom we deal with whom we do business.
We do need to ask, however, it's not what you ask. It's how you ask.
First, learn to ask and get comfortable with that. Then learn how to ask. The results will be incredible.