I was on Tony Parinello's radio show a few weeks ago and he pointed out that a great way for authors like he and I to promote ourselves is to hold free seminars. Get six or seven thousand people to show up, give them a full day of valuable training for free, and at the end of the day at least a few thousand will buy your books.
What a great idea for salespeople to use. Figure out ways to provide your prospects and your community free information they can use. Put together an email newsletter that gives them valuable information, without a sales pitch, on a regular basis. You'll be the only person they think of when it's time to buy. It sure beats cold calling and works a thousand times better!