"The Art of Woo: Using Strategic Persuasion to Sell Your Ideas" by Mario Moussa and G. Richard Shell, published by Portfolio/Penguin.
The Art of WOO encourages a mastery of the following:
Self awareness, including emotional intelligence
Credibility, a critical personal quality that includes expertise, position, sincerity and trustworthiness
Organizational intelligence, including the mapping skills needed to assemble winning coalitions
Attention to your specific audience, bringing just the right tool at just the right time to make the sale