Mattson offers 10 ways of putting an idea across so that the right people will listen. 1. Don't take rejection personally. "One of the major stumbling blocks for people trying to sell a concept is that, if the idea is rejected, they take it as a rejection of them personally -- and they stop trying," Mattson says. Instead, he suggests, take professional athletes as your role model, at least in this respect: "Most major-league players strike out far more than they hit. Even so, they keep trying." 2. Use your voice, rather than email. Many of us (especially the shy) use email to put our best ideas forward, but that's not nearly as effective as doing it in person or, if necessary, on the phone. "The phone is much more effective," Mattson says. "You have your tone of voice working for you, and you can be far more responsive to any questions the other person may have." 3. Listen 70% of the time, and talk 30%. "In the sales world there's a saying: Everybody hates to be sold but loves to buy," Mattson says. "Top salespeople don't steamroll others. Instead, they listen, which forces you to focus on the other person -- what their position is, and why they're responding the way they are." 4. Practice. Find a friend or trusted colleague who will hear you out while you practice your pitch. Mattson recommends repeating your idea six times before presenting it to decision-makers. "The first one or two times, you'll still be figuring out how you want to put it," he says. "By the sixth time, you're usually speaking with real conviction." MORE: Square's Dorsey returns 10% of his shares 5. Get others to weigh in. "Successful selling isn't 'I,' it's 'we,'" Mattson says. "Our subconscious can tell one from the other even if our conscious mind doesn't. People want to be part of a solution. So include their suggestions in your idea." Not only will that probably make the idea even better, but you'll still get the credit for having gotten the ball rolling. 6. Start with a problem statement. First, state the problem: "I've noticed there's an issue with X." Advises Mattson, "Keep it short and concise. Then suggest two or three alternative solutions and see how people respond." The end result will almost always be "some hybrid of what you've said it should be," he adds. "People love to edit what you say, so give them something to work on." 7. Point to an impartial authority. Make your case, where possible, by mentioning a survey or article by some third party who has no skin in the game. "Getting backup for your position from a trusted source gives you extra credibility," Mattson says. 8. Give praise where it's due. Most people are starved for praise and recognition, Mattson notes, and making it a habit to notice a task well done will make people more likely to listen to you when it's your turn. "You have to be sincere, of course," he adds. "But most people get so little appreciation for what they do that the simple act of noticing can make them more likely to listen to you." 9. Take a personal interest. Mattson keeps what he calls a "fuzzy file" on people he encounters regularly, so that "if I see an article somewhere about a new kind of ski, I know to send it along to someone I know is a ski buff, for instance," he says. "Showing some interest in who people are outside of the office makes a powerful impression." MORE: What Mark Zuckerberg's Facebook selloff really means 10. Repeat steps No. 1 through 9 regularly. "If you only do these little things once a year leading up to evaluation time, it'll be really hard, you'll take everything too personally, and you'll hate it," Mattson points out. "You need to get in the habit of doing them all through the year, a little bit at a time, but all the time." Notice, if you will, that none of these requires being pushy, arrogant, or otherwise jerky