Auteur : Donald L. Cassidy
Publication : 1997 (Première en 1991)
Editeur : McGraw-Hill
ISBN : 0-7863-1129-0
Nombre de pages : 288
Prix : 27,65 euros
Your stock market success depends at least as much on when you sell a stock as on when you purchase it. Still, while dozens of books tell you how and when to buy "super" stocks, no books reveal the critical information that tell you how to decide exactly when you should sell, and how to fight through row after row of self-imposed obstacles when it is time to secure your actual profit !
No books tell you how to sell, that is, except It's When You Sell That Counts, by Donald L. Cassidy. Cassidy's groundbreaking book, first published in 1991, has shown thousands of savy investors how to determine just the right moment to sell, and how to time your transaction for maximum profit ! Through illuminating and up-to-date anecdotes and actual case histories, it reveals :
Every expert wants to tell you how to buy stocks today. When it comes time to sell, make certain to listen to the one proven expert who has mastered the art of selling for a profit. Donald L. Cassidy's It's When You Sell That Counts, Revised Edition provides practical, entertaining advice on how to sell successfully in today's volatile market.
ABOUT THE AUTHOR
DONALD L. CASSIDY is a senior analyst with Lipper Analytical Services, Inc., conducting research on closed-end investment funds. He conducts frequent seminars accross the country, can be heard as a guest on radio talk shows and has been quoted in The Wall Street Journal, Barron's, Worth, Kiplinger's Personal Finance, The New York Times, and Smart Money.
You buy stocks for potential, but you sell stocks for profit !
"Clients constantly ask me about sell discipline, the neglected part of every trade. Cassidy's new material on playing off
institutions' herd behavior makes this revised edition even more essential."
Ned Sundermann, President, Sundermann Capital Management
"Deciding to buy a particular stock is easy. Selling a stock is a discipline that appears to have eluded the retail
investor while being successfully implemented by the professionals. This book will aid the retail investor in becoming such
Marilyn Cohen, President, Envision Capital
"With so much written on the subject of how to buy a stock, it's refreshing to finally find a comprehensive study of the
equally important sell decision. This book should be required reading for all investors."
Patricia A. Bannan, Portfolio Manager, Prudential Mutual Funds
"Just as Peter Lynch stripped away the mystique of buying stocks with his common sense approach to investing, Don Cassidy
provides a valuable road map to successfully complete the investment process by answering the question, "When do I sell ?"
R. Jerry Falkner, CFA, President, R.J. Falkner & Company
Investors rarely get excited with the decision to sell a stock, yet it is precisely in the sell that the money is made. It's When You Sell That Counts, Revised Edition discusses profitable, proven methods for defining your stock market goals, and for selling when those goals have been reached.
This one-of-a-kind guide helps you identify and isolate your resistance to selling stocks, then overcome that resistance in order to sell when it counts. Author Donald L. Cassidy has revised and updated his book, a best-seller since its introduction in 1991, to address the problems and opportunities in today's new market environment. New information in It's When You Sell That Counts includes :
Several years ago, as an equities analyst for a regional brokerage firm, your author was in conversation with an experienced broker to discuss the recommended sale of a certain stock, of wich the broker's client held 500 shares.
"Well," said the analyst, "a sale sounds nice since the stock is up several points here. He ought to be glad to take the profit."
To his surprise, the broker replied, "I wish it where that easy. You see, this guy is funny. He really hates to pay taxes, so I have an awful time getting him to sell to take a profit."
The analyst responded that he had heard that tune more than a few times and joked that maybe the broker should point out to the client that he ought to like paying taxes on thousands in profit rather than having a loss to worry about. The analyst then suggested some offsetting losses to close out, to help soften the tax blow and put the client's portfolio in better shape.
"Oh, no," said the broker, "he absolutely refuses to take a loss. I cannot even TALK to him about it; he's threatened to fire me if I do !"
In disbelief the analyst asked, "Are you saying that you have a client who is invested in the stock market but will not take a profit to avoid capital-gains tax, and who will not take a loss as a matter of pride ? I'll wager lunch that he would refuse to sell a stock unchanged because it has not done what he expected."
At that point, the broker scheduled that lunch because her client, indeed, insisted on continuing to hold stocks if unchanged because he also hated paying commissions.
Whether the foregoing tale amuses or alarms the reader, there is a lesson in it. Here was an intelligent person, professionally successful, who owned a decent collection of municipals, as well as stocks and mutual funds. Not untypically, he had difficulty selling stocks whether they were up, down, or unchanged. Market participants like this always prompt that enduring question, "Why won't he sell ?" The broker, too, was seemingly powerless to provide help.
There are many reasons investors have trouble selling their stocks. Brokers have their own distinct lists of hesitations about getting clients to sell. In fact, selling out of stocks is a universal problem. The inescapable conclusion is that people need help cashing in whether they are average, Main Street investors or professionnal such as brokers or money managers. One of the reasons assistance is needed is that there is very little information on selling provided in the marketplace. Much more attention must be given the art of selling our stocks--whether at a gain or at a loss. And an understanding must be developed that today, many brokers are product marketers rather than investment experts.
Investors need to pay attention to the psychology of selling against human nature, to individual stocks and how they behave, to how both large and small investors think and act, and to brokers and the roles they play. Overwhelmingly, most books dealing with the stock market in any form focus on the buying transaction, neglecting the sell side of the equation almost completely. Selling may not be as exciting and is a narrower topic, but it is absolutely necessary and has its own very interesting twists and curiosities.
This book is divided into four sections. The first describes the external and internal problems and pitfalls that investors face when confronted with a hold/sell choice. These obstructions tend to be structural in nature. The second section covers several necessary aspects of the mind-set needed to approach the hold/sell decision. These problems are related to a natural avoidance of closure, which can represent with deathlike finality the mortality of an investor's judgement. The third section prescribes important strategies that should be applied to generate smart selling decisions. The fourth section explores micro-level tactics for executing a liquidation strategy more effectively and profitably.
The final two chapters provide readers with a checklist, to be used with each transaction, and with the ultimate sell-versus-hold test question, both of which function as learning devices.
There is no difference between a long-term investor in the classic sense or a short-term trader when it comes to stock market success : to profit and stay in the game, one must know how, and be ready, to cash in--to sell--when the time is right. Profits are made only when both a purchase and the subsequent sale have been implemented well.
|ROADBLOCKS TO PROFITABLE SELLING : REAL PROBLEMS, PHOBIAS, MYTHS, AND RATIONALIZATION||1|
|Fallout from the Fidelity Phenomenon||4|
|New Techniques in Sales||7|
|The Four-Letter Word : Sell||9|
|Politics and Diplomacy||11|
|The False Security of Low Initial Risk||13|
|Underestimating the Seriousness of Changed Fundamentals||14|
|Strategies to Overcome Fundamental Problems||15|
|Buying and Holding, and Other Conditioned Behaviors||16|
|Hidden Reasons We Resist Selling||21|
|Pain and Pleasure||22|
|Why Holding Feels Right||22|
|Why Selling Feels Uncomfortable||23|
|Behavior Patterns that Protect Fragile Egos||25|
|A Look Ahead||26|
|Effective Commission Strategies||29|
|Specialist Phobia (a.k.a. Stop-Order Phobia)||32|
|Holding with a Death Grip||38|
|Developping the proper MIND-SET FOR PROFITABLE SALES||43|
|Keep a Clear Head||53|
|Taking Time Out||57|
|Transform Denial into Action||59|
|Denial and Loss||59|
|The Schuller Corporation Case||61|
|Require Realism to Support Hope||65|
|Fundamental and Psycho-Mechanical Realities||66|
|The Aftermath of the Crash||68|
|The Hold Decision Ought to Be a Decision||71|
|A Word About Brokerage Commissions||78|
|The Irrelevance of Personal Cost Price||79|
|The Irrelevance of Personal Cost Price||79|
|When Might Cost Price Be Relevant ?||82|
|Misusing Personal Cost Price||83|
|Understand that You Sell the Stock, Not the Company||87|
|Separating the Stock and the Company||87|
|Price Equals the Changing Level of Esteem|
|Adopt Survival Tactics for the Institutional Jungle||93|
|Surveying Today's Investment Scene : It's A Jungle Out There !||93|
|How to Survive in the Institutional Jungle||95|
|Taking Action to Avoid Being Trampled||98|
|Summary : Beware of the Stampede||99|
|MASTERING THE CONTRARIAN APPROACH||101|
|Be a Contrarian||103|
|Defining the Contrarian Approach||104|
|Mastering the Contrarian Approach|
|Focus on the Time Value of Money||109|
|The Rule of 72||110|
|The 9.2 Percent Long-Term Rate||111|
|Why Avoiding Losses Is So Crucial||113|
|Anatomy of a Loss||115|
|Rethink That Old Buy-and-Hold Religion||119|
|Fundamentals, Which Change, Drive Value||121|
|Investor Psychology Drives Prices||122|
|Why Selling is Important||123|
|Calibrate Decision Making to Personal Emotions||131|
|Recognizing the General Warning Signs||132|
|Knowing Your Personal Warning Signs||133|
|Adjust Sale Targets Rationally||139|
|A Price Objective with Three Key Elements||140|
|Modifications to Expectations||142|
|A Suggested Exercise in Self-Discipline||149|
|Letting an Options Trade Teach Discipline||149|
|A Tutorial for Options Novices||151|
|Separate Selling from New Buying||155|
|Rotational Group Leadership||156|
|Beware of the Simultaneous Switch||158|
|A Seller's Checklist||160|
|Use the Personal Diffusion Index||161|
|The Market Diffusion Indicator||162|
|Overcome Greed : Stop Chasing the Last Eighth||171|
|Learn to Walk Away||172|
|Beware of Rush Sales||173|
|Hurried Thinking, Hurried Sales||174|
|Sell When It Just Feels So Good||177|
|How Fast Can the Stock Rise ; For How Long ?||178|
|What Further Good Things Could Happen to the Stock ?||187|
|What if Good News Does Not Move the Stock ?||189|
|Sell into Price/Volume Crescendos and into Long Runs||191|
|Gauging the Momentum||192|
|Knowing the Odds in Runs||198|
|Differentiate Market Stock and Loner Stock Characteristics||205|
|Portrait of a Market Stock||206|
|Portrait of a Loner Stockv||208|
|Use Above-Market Instead of Stop-Loss Orders||211|
|Weaknesses of Stop-Loss Orders||212|
|Advantages of Above-Market Sell Orders||216|
|Summary of Contrasting Styles and Results||218|
|Use Special Rules for Selling Low-Priced Stocks||219|
|Consider Brokerage Firms' Policies||220|
|Sell Smart on Good News||231|
|Great News versus Huge News||232|
|Acting on News||233|
|Understand How Bad the Bad News Is||237|
|Differentiating Between Two Types of Bad News||238|
|Reacting Intelligently to Bad News||243|
|Sell on News Delays||251|
|Selling versus Holding in a Crash||257|
|Recalling and Understanding Earlier Panics||257|
|Weathering a Panic||260|
|Stocks That Don't Fare Well||261|
|The Hold/Sell Decision Checklist||265|
|20 Questions to Focus the Hold-versus-Sell Decision||266|
|Evaluating Your Answers||267|
|Summing Up : The Winner's Test||269|
|The Ultimate Test||269|
|Consider the "Mother" Test||271|
|Apply the Time-Value Test||272|
|Applying the Ultimate Test : How Often ?||275|
|A Final Word||276|
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