Resources for selling yourself

Hi,

I am looking for resources (books, blogs, etc) on the most important part of selling: selling yourself. Now, I don't mean in the way you do when in a job interview, but how you get a customer to trust and like you. I am sure that if there are two sellers, selling the same product, the buyer will buy from the seller he trusts/like more.

A book like "How to win friends and influence people" is probably similar to what I'm looking for, but I want something less basic and more current, and maybe specifically written in a sales context.

Any good suggestions?