SECTION IV: INVESTMENTS

Why Do People Invest?

The typical objective of investors is to defer current resources for use at some point in the future to meet certain needs and wants. There are many reasons why people invest, including saving for retirement or saving for a child's college education. Defining what people want to do with their money showcases their motivation for investing toward the goal(s) they want to attain.

As a Registered Representative, part of your job is to discover the customer's goals and the motivations for achieving them. Therefore, when meeting with customers, Registered Representatives should dig deep to uncover the values behind each of their goals by asking probing questions like, "Why is that goal important?" In addition, Registered Representatives should determine when the money is needed to fulfill their need/want and what the approximate dollar amounts will be. This information helps customers clarify the reasons they are investing. It also provides Registered Representatives with valuable insight into the customer's true priorities and helps determine how realistic his or her goals are.

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