Second: Talk about business to them. For example talk about how many more products they're going to sell because of your solution. I always ask, "So how is business going?"
I also do my homework on the business. I look them up on the Linkedin, twitter etc. (and I read up on them seriously) and see what their office looks like on Google Maps. If they're successful then I want to work with them. If they're struggling I don't work with them. I used to work with a ton of clients who didn't even make one sale. Once I targeted the right customers all I had to prove was that I can increase their business and make an impact.
Last: Be different. Make sure that everything you say to them is the first time they've ever heard it. This is critical because if you sound like every other person sending cold emails or cold calling etc. you'll get sent to the spam folder.
Reading those books teach you lessons you'll never learn unless you've been in the author's shoes. So by reading these books you get to look over the shoulder of giants and use their knowledge in your business.