Etrade financial is a trade company that deals with online stock discount for self-directed investors. U buy stock online via internet so u do not really communicate with a sales representative or something. u actually have to be registered online and have a account so u can be able to trade. U should provide your correct infomation and relevent financilal infomation. The price is likely low as u buy with a trade price directly from the manufacture, Registration process takes only 10 to 12 minutes and there are 2 types of account to choose from namely regurlar investment and individual retirement. You need to fund your account after getting your account number by depositing into etrade account then research stock and buy, choose your method of investing, enter the order type review and finalise your trade, click "place order" then your trade will be successful.