Mark H mcCormack provides excellent practical advises in this book. He has given us the examples from his daily experiences of how to be a good sales man.The examples from his experiences in sports marketing are exeptional and extremely useful.
He explains us how to be an effective negotiator. The writer rely very little on the caginess but instead mainly emphasizes on the use of common sense.
He also explains us the importance of listening to others, instead of hearing. He gives us a big difference between hearing and listening.
The writer gives us a very important advice that in business you should know everything about others and allow them to know everything about yourself and use this information to tilt a business situation slightly to your advantage.
After all this book is a good book and is very simple to understand. Language is very easy to read and it is written in such a manner that a layman can understand the basics of business.