During times of market turbulence, it is our natural instinct to protect our wealth and distance ourselves from risk. While this reaction is not surprising, it can also mean losing out on growth opportunities created during crazy times.

Warren Buffet, one of the world's wisest investors, sees market slumps from another perspective, saying "Look at market swings as your friend rather than your enemy; profit from folly rather than participate in it."

Generally when we see a cheaper price for something we want we rush in for a good deal, however it can be quite the opposite with stocks. Why is it that we treat stocks that have dropped in price with dread? Stock prices of a company can drop for a number of reasons.

Lately we have seen the share prices of a number of reputable companies with healthy balance sheets be negatively affected due to a rush to sell as a result of the economic crisis.

Despite the uncertain trading environment, professional investors are constantly reviewing the market for buying opportunities. Many fund managers are searching to find shares in sound companies with strong balance sheets and dividends. For example Australian companies such as household names like David Jones have delivered strong profits after tax and dividends in 2008. However during 2008, David Jones' share price fell by more than 30%.

Identifying opportunities
Not all companies will be affected by the global economic crisis similarly. Some sectors are more prone to the economic cycle than others.

Providers of basic goods and services continue on almost unabated, for example we all need to eat - so food producers aren't as affected as much as tourism, retail or luxury goods.

Australia's population growth is at a 18 year high and growing at 1.7% per year. Australia's growing population provides increasing demand for goods and services as people need food, housing, cars, and other staples. Unlike many overseas countries, Australia benefits from two key factors: a high population growth rate and a high demand for accommodation.

Population growth is nearly twice that of the US while Germany has negative population growth. In the US there is an over-supply of housing while Australia suffers from a lack of supply. The combination of limited housing and a rising population will create growing demand for housing which will support further building and provide opportunities for the construction industry.

The value of companies
Many people view companies with falling share prices with fear, but we need to take a look under the bonnet of these companies to find out why. Have they borrowed heavily?

What industry are they in? Are they competitive against their peers? Only by answering these questions, can we know if their stock value has fallen for valid reasons or if the company is indeed on sale.

When investing, many fund managers seek companies with high and maintainable dividends, strong balance sheets and ongoing cash flow. These companies are more likely to outlive the volatility storm and may give you a greater return when the market moves into the next phase of recovery and beyond.

Before you consider changing your strategy, you should consult a professional. Having a financial adviser and a long-term financial plan can give you confidence to manage the effects of market cycles. With the right advice you can ensure your investments are cut to your risk profile and time horizon, giving you the certainty of knowing you're doing what's right for you.

This article brought to you by a Brisbane sales consultant who offers sales training and a sales consulting.BSNL1004

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