The Sale No One Talks About
Imagine walking into a store you love—high quality, well-built products, the kind you’d buy anyway—and discovering a giant sign that reads: Everything is 20% off. Today only.
Would you leave empty-handed just because the shelves look a little messy?
That’s what many investors do when the stock market drops.
Right now, the markets are down. Maybe not crashing, but undeniably off their highs. And while the financial news screams fear and forecasts doom, long-term investors—particularly those in their accumulation phase—should see something very different: a clearance rack for building wealth.
In the words of legendary financial advisor Nick Murray, the market doesn’t go “on sale” when things are calm. It goes on sale when fear is loudest. And those who can act when others hesitate often come out miles ahead.
This isn’t a pitch for blind optimism—it’s a philosophy, a mindset shift. And if you’re in a position to keep buying, this downturn may be the most generous opportunity you’ll get for a while.
Volatility Isn’t the Enemy—It’s the Mechanism
Here’s the central misconception: that volatility is dangerous.
But for long-term investors—those not withdrawing from their accounts—volatility is simply the price of admission. It’s the mechanism by which long-term equity investors are rewarded for their patience and perspective.
Nick Murray puts it plainly: Equities don’t outperform fixed income in the long run because they’re better investments—they outperform because they’re harder to own.
Let’s unpack that.
- When markets dip, your dollars buy more shares. That’s it. Plain math. Lower prices mean more ownership per dollar.
- If you have cash, a bonus, RSU liquidity, or simply an ongoing contribution plan, you’re getting more for your money now than you were six months ago.
- This is only a “loss” if you need to sell. This is one of the only markets where people panic when prices drop—even though that’s when things are on sale.
Why Most People Miss the Moment
Because the headlines don’t feel like opportunity. They feel like threat.
- “Markets fall on recession fears”
- “Global slowdown triggers selloff”
- “Investors flee stocks for safe havens”
None of those sound like: “Congratulations, long-term investor, equities are discounted.”
But they should.
The financial media isn’t your advisor. It sells attention, not wisdom. And if you’re building wealth for the next 20–30 years, you must think differently than the people who sell copy in 24-hour cycles.
What to Do When the Market Feels Shaky
If you’re accumulating assets, downturns are invitations. Here’s how to lean in:
- Keep buying. Whether it’s your 401(k), Roth IRA, or brokerage account, stay consistent. Especially now.
- Rebalance toward opportunity. If your portfolio drifted away from your target equity allocation, consider rebalancing back to plan. You’ll be buying low, without trying to time anything.
- Put excess cash to work. If you’ve been sitting on dry powder—whether from RSU sales, business cash flow, or bonuses—this could be the time to deploy intentionally.
- Tax-loss harvest. Strategic selling at a loss can reduce your tax bill and set you up for future gains. Pair it with a smart reinvestment.
Risk Isn’t Avoided—It’s Managed
We’re not saying to ignore risk. We’re saying to engage with it strategically.
- Have enough in cash reserves (3–12 months of expenses depending on your situation).
- Ensure your portfolio aligns with your time horizon and risk tolerance.
- Invest in equities if your money doesn’t need to be touched for 5+ years.
Fearful investors try to avoid risk altogether. Strategic investors manage it—with a plan, not emotion.
Thinking Beyond the Ticker Tape
The truth? You don’t have to get it perfect. You just have to keep going.
Let’s revisit that store analogy. Imagine a parent buying quality winter gear for their kids on clearance. They’re not worried about today’s weather—they’re thinking about next season. The sweaters may not get used this week, but when the storm hits, they’ll be glad they stocked up.
That’s how disciplined investors think. Downturns are when the best assets go on sale. You buy when others don’t. And you wait.
As Nick Murray often said, “The key to investing is not intelligence—it’s temperament.”
If you’ve built wealth by being logical and methodical in your career, don’t let market chaos hijack that discipline.
FAQs About Investing in a Down Market
Should I stop contributing to my 401(k) during a downturn?
No. This is when your contributions go furthest. You’re buying more shares per dollar.
Is now a good time to invest a lump sum?
If your time horizon is 5+ years, and your portfolio is diversified, yes. The market is on sale. Think strategically, not emotionally.
What if I invest and the market drops further?
That’s possible. But if you’re investing for decades, what happens this quarter won’t matter long term. Keep going.
Should I move my money to bonds or cash?
Only if you need it soon. Stocks are volatile but historically offer the best long-term growth. Reallocating now often locks in losses.
What mindset should I have during volatility?
One of ownership, not reaction. See market dips as discounts. The future is bought with today’s courage.
Let the Market Be the Market—And Let Yourself Be Strategic
The best investors don’t predict the future. They participate in it.
At Truly Aligned, we help high-income professionals stay grounded in their strategy when everyone else is reacting to noise. We don’t chase headlines—we build holistic plans that guide your actions through every cycle.
If you’ve got cash on the sidelines, equity comp to deploy, or just need a review of your plan, we’re here to help. Explore our Investment Management or Financial Planning services.
Today’s discount is tomorrow’s advantage—if you have the mindset to use it.
This information is not intended to be a substitute for specific individualized tax or legal advice. We suggest that you discuss your specific situation with a qualified tax or legal advisor.
The opinions voiced in this material are for general information only and are not intended to provide specific advice or recommendations for any individual.
Securities offered through LPL Financial, Member FINRA/SIPC. Investment advice offered through The Wealth Consulting group, a registered investment advisor. The Wealth Consulting group, WCG Wealth Advisors and Truly Aligned, INC are separate entities from LPL Financial.