How to find great stocks that could help you make a million!

What to look for to help you find good-quality stocks.

The content of this article was relevant at the time of publishing. Circumstances change continuously and caution should therefore be exercised when relying upon any content contained within this article.

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More.

Guess what! Studies reveal that companies operating high-quality businesses tend to outperform those operating low-quality businesses.

Who’d have thought it? Actually, it seems intuitive doesn’t it? But still many investors chase after speculative firms with unproven operations, low or zero earnings, and high hopes – often with disastrous investment outcomes.

I find it reassuring to know that companies with profitable operations, high margins, sustainable cash inflow and high rates of return against capital tend to do well for their shareholders.

And it can happen in several ways. For example, share prices can drift up as they track expanding operations, dividends can grow a little each year, and when the firm’s excellent characteristics become widely known, valuations can rise. This can really turbocharge a share price.

And it’s also a source of comfort for me to know that speculative, cash-gobbling, money-raising, serially disappointing companies tend to do poorly for their shareholders. Simple – I’ll avoid those. But how can you pin down and identify the good-quality stocks? Here’s what to look for.

Is the business good?

If a firm operates in a robust trading niche, you’ll probably find decent profit margins, strong cash flow, good returns on capital and a consistent trading and financial record stretching back years.

You can pin things down by looking at factors such as the long-term average return on capital employed, and the higher it is, the better. I’d also look for decent and stable profit margins backed by solid and consistent cash flow. Finally, everything flows from the top line, so I’d look for stable growth in sales as measured over years, rather than months or weeks.

Operational momentum

I reckon the most successful investments arise when a company not only has a good business, but when it also has an improving business. So, I’d examine the record on revenue, cash flow, profits and that big ‘tell’, the dividend. The best investments show consistency and steady growth in all those indicators.

Is the company safe?

The way to figure out whether a company is well-financed is to examine the balance sheet. But you can get a quick feel for things by comparing the enterprise value (EV) to the market capitalisation. If the EV is bigger than the market capitalisation, you’ll find net debt on the balance sheet, so if it’s a lot bigger, the firm will have high debts.

If the market capitalisation is bigger than the EV, there will be net cash on the balance sheet, suggesting a well-financed company. Debt isn’t always a bad thing if used in moderation. However, I reckon it pays to drill into the financial statements to look for the possibility of ‘hidden’ debt such as pension obligations, lease commitments, tax obligations and excessive, unpaid creditors.

Once you’ve identified a good company with improving prospects, the next thing is to buy the shares as cheaply as possible, which is where valuation comes in. But that’s a topic for another day!

Kevin Godbold has no position in any share mentioned. The Motley Fool UK has no position in any of the shares mentioned. Views expressed on the companies mentioned in this article are those of the writer and therefore may differ from the official recommendations we make in our subscription services such as Share Advisor, Hidden Winners and Pro. Here at The Motley Fool we believe that considering a diverse range of insights makes us better investors.

More on Investing Articles

Calendar showing the date of 5th April on desk in a house
Investing Articles

Just 1 year’s Stocks and Shares ISA allowance could generate a £1,900 annual passive income. Here’s how!

Fretting about the upcoming Stocks and Shares ISA contribution deadline? Our writer has an upbeat approach, focusing on ongoing passive…

Read more »

Passive and Active: text from letters of the wooden alphabet on a green chalk board
Investing Articles

As global markets dip, British passive income stocks offer higher yields at cheaper prices

Mark Hartley takes a look at some higher-yielding FTSE stocks that have taken a hard hit in the past month.…

Read more »

Mindful young woman breathing out with closed eyes, calming down in stressful situation, working on computer in modern kitchen.
Investing Articles

2 ‘overpriced’ FTSE 100 shares I’ve got my eye on if the stock market crashes

Never one to miss an opportunity, our writer is putting cash aside to buy quality FTSE 100 stocks in the…

Read more »

Young mixed-race woman looking out of the window with a look of consternation on her face
Investing Articles

With stock market risks emerging, is now the time to consider the 60/40 portfolio?

The stock market could be in for a period of turbulence. Here’s a simple strategy that can help long-term investors…

Read more »

Bus waiting in front of the London Stock Exchange on a sunny day.
Investing Articles

Is a stock market crash coming? It’s not too late to get ready!

Christopher Ruane sees reasons to fear a coming stock market crash. Rather than tying to time it, he's hoping to…

Read more »

Investing Articles

Down 4% in 2026, is now the time to consider buying Nvidia shares

Has Nvidia become too big to keep growing? Or is the stock’s decline this year a chance to think about…

Read more »

Investing Articles

Is the party finally over for Rolls-Royce shares?

Rolls-Royce shares have made investors rich but momentum is slowing and the Iran conflict isn't helping. How worried should we…

Read more »

Asian man looking concerned while studying paperwork at his desk in an office
Investing Articles

7.8% dividend yield! A dirt-cheap UK income share to buy today?

I’m on the hunt for lucrative passive income opportunities, and this under-the-radar FTSE stock currently offers a whopping 7.8% dividend…

Read more »