With short-selling, however, that dynamic is reversed. There's a ceiling on your potential profit, but there's no theoretical limit to the losses you can suffer. For instance, say you sell 100 shares of stock short at a price of $10 per share. Your proceeds from the sale will be $1,000.
If the stock goes to zero, you'll get to keep the full $1,000. However, if the stock soars to $100 per share, you'll have to spend $10,000 to buy the 100 shares back. That will give you a net loss of $9,000 -- nine times as much as the initial proceeds from the short sale. And if you think losses like this aren't possible, think again.
Still, even though short-selling is risky, it can be a useful way to take calculated positions against a particular company for investors who know what they're doing.
Managing your risk is important. But when used in moderation, short selling can diversify your investment exposure and give you an opportunity to capture better returns than someone who only owns stocks and other investments.