We've all fallen for something when we should have known better. Gullibility is bad enough in our personal lives—but when it happens at work, jobs and profits might be on the line. Stephen Greenspan's book, Annals of Gullibility: Why We Get Duped and How to Avoid It, might help you stay savvy. And in a post at Open Forum, Guy Kawasaki highlights Greenspan's advice:

Take the time to analyze the pros and cons of a big decision. Don't treat a major investment like an impulse buy—sleep on it, get advice from trusted advisors and make a decision based on sound cost-benefit analysis. "Indeed," says Greenspan, "if someone is rushing you to make a decision, you should be even more skeptical."

Don't pretend you're an expert when you aren't. You might feel like you're saving face or putting on a good show, but a smart salesperson will see through the pretense and use it to her advantage. "The unwillingness to admit your limitations makes you an easier mark for someone who wants to hoodwink you," he argues.

Learn and practice techniques for disengagement. If you become flustered when a salesperson makes the case for a product or service you don't care to buy, be prepared with a firm, "No, thank you," or a question of your own, for instance: "May I get your home phone number and call you back later?"

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