Mark McCormack provides information that may be new even to experienced negotiators. He describes the qualities of a good negotiator; the features of a win/win negotiation; the most effective (and most desperate) negotiating tactics; and how to reconcile different negotiating styles when they collide.
Ok, to be fair, I listened to this in my car - I got the CD set from the library. The book is narrated by the author and the information presented was both enlightening and exciting (especially since I was preparing for a negotiation exercise in class). McCormack takes the reader (or listener in my case) through the subject of negotiation in a stair stepped fashion, starting with the basics and then moving into more nuances and complex tactics. Every lesson presented was based on experience and I respect the author's focus on making a deal that is fair and successful for both parties involved.
For the "serious" rules about negotiation check out "Getting to Yes" or "Power of a Positive No." After that, then read this book to hone up on your showmanship. This book is really more about the theatre and flair of negotiating, but light on the substance of negotiating.
It provided some general insight into proper negotiating. It was also very easy to read, which is great, especially when there are no photographs incorporated. The only issue I had was the overabundance of sports agent comparisons.