FTIW, I think it would be worthwhile asking how many copies they've sold on average for their current released books so you can work out how much you're potentially going to make if they're not offering an advance. They should be able to provide you with supporting evidence for those figures as well.
I've always understood that publishers don't take dramatisation/documentary rights anyway because they're not best placed to exploit them - so it is good that they're in line with that.
Check whether they're taking worldwide or territorial specific rights in the work, whether they have any claim over a sequel/your next work, and whether they're taking ebook and audio book rights in addition to print. If they're taking ebook rights, then there may be room to negotiate a higher royalty percentage as 10% is pretty measly on that. For all rights that they want to take, ask how they plan to exploit them.
See if there's a publication schedule in there as well and what the termination provisions are (if any).
Finally, I personally wouldn't sign anything until I knew exactly what they planned to do with regard to marketing, promotion and distribution because on a royalty based contract, sales are critical and you don't want to be the only one trying to shift copies.
Good luck with it.
MM