on your part and is an easy way to solicit future business. As McCormack states throughout the pages of his book, old business is much easier to keep than trying to gain new business elsewhere.Mark McCormack has created an empire for himself in the sports and entertainment world. His methods of conducting business by employing psychological techniques is not necessarily a new notion. What is unique is that he is able to keep is composure and apply these techniques where other business people let their emotions and bad habits get the best of them. As a sales professional, (only until I earn my degree) I have found many aspects of this book valuable in improving my own selling and bargaining method. Not to be underscored is the value of McCormack’s lessons in life’s other situations. Lets face it everyday we meet people that don’t want to make our lives as easy as they could and should be. The application of both the theoretical and practical principles set forth in the material should help to cultivate a more successful life in both professional and personal environments....
