At 27, Fishof is already a big-time sports agent--negotiating contracts, endorsements, and show-biz appearances for Lou Piniella, Vince Ferragamo, Fred Dryer, and others. Here, then, in a thin, haphazard, but not-unlikable book, he mixes wheeling-dealing anecdotes with some mostly-standard advice on how-to-negotiate. In the first chapter Fishof goes one-on-one with intimidating George Steinbrenner, getting 38-year-old Lou Piniella the two-year Yankees contract he craves; then he analyzes the bargaining, from psychological tactics (Steinbrenner used fear, Fishof used guilt) to the use of ""procedural lies"" to some basics. (""Keep your stomach empty and your head full."") Subsequent episodes involve a Hollywood deal for Fred Dryer of the Los Angeles Rams, a lively flashback to Fishof's graduation from Catskills ""shlock"" to classier show-biz (thanks to Herschel Bernardi), and the long story of Vince Ferragamo's contract troubles--which led to a big, messy deal in Canadian football, then back to the Rams. There are shorter sequences involving endorsement-juggling--including a cute bit about how Fishof got Lou Piniella into a Sasson jeans commercial. And the guidance along the way ranges from ""Keep your Word,"" ""Learn to Listen,"" and ""Don't Interrupt"" to the importance of a neat personal appearance; from mildly tough talk (""Use revenge positively"") to Fishof's fundamental credo--""Why insult people? . . . Kill them with kindness."" Barely tangible as a how-to manual, but business-oriented sports fans will appreciate some of the inside-views of disputes and deals.