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Professional education and technical proficiency, not good intentions or even years of experience, are what make you worthy of senior clients' business. Professional ethics require registered representatives to do more than pay lip service to continuing education and to demonstrate a heightened sense of professional ethics and professional responsibility.

The Four-Way Test

Many approaches to developing high ethical standards are available as a guide. For example, Rotary International, the world's oldest and largest service club, encourages its members to apply The Four-Way Test to everything they think, say, or do. Rotary claims that The Four-Way Test can be applied profitably in business relations, and is particularly helpful in its application to proposed plans, policies, statements, and advertising in business and the professions. The Four-Way Test is simple yet effective. It asks:


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