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50: Don't buy it because it's cheap. Don't take it because it's free. When people buy something worth PS50 for PS20, they generally think they've saved PS30 of their money. It's as if they've actually received PS30 by buying that particular product. But we never think about the space we need to store that item in our homes.

This principle is also true in sales. An effective sales person first seeks to understand the needs, the concerns, the situation of the customer. The amateur salesman sells products; the professional sells solutions to needs and problems. It's a totally different approach. The professional learns how to diagnose, how to understand. He also learns how to relate people's needs to his products and services. And he has to have the integrity to say, "My product or service will not meet that need" if it will not.