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When to sell is a failing of a lot of pundits!

One strategy is when you buy, to put a stop-loss order in place. 10% below the buy price has been suggested. Or better, look at the chart of the stock and decide where the support and resistance are. If the stock breaks down through support, the technical wisdom is that you should be out of it. A problem with this is that when unfavorable news comes out, the whole market can be down a bunch, so some recommend a "mental stop"--in other words, if the stock breaks down through the support level, take a good look at it. If this was on a day when most stocks are up and there isn't any news that would obviously be a problem, then look extra hard at selling.

Getting good entry points is somewhat easier than good exit points. \

Placing a stop when you buy is psychologically easier than admitting to yourself that it was wrong to buy in the first place and making that sell decision under pressure.

Every strategy backfires sometimes. It isn't easy.

Best wishes, Chris
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