Determining Customer Objectives - Introduction

Of the 250 questions on the Series 7 exam, four will focus on this critical function: "Evaluates customers in terms of financial needs, current holdings, and available investment capital, and helps them identify their investment objectives."

Before you sell any investment to a potential client, you should ideally know as much about the client as you know about the investment itself.

And, just as there is more to a security than its market price, there is more to the customer than how much he or she has to spend. Your recommendations will be determined by both financial and non-financial considerations. Client Income Statement
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