Percentage of front end sales is a charge applied at the time of the initial purchase for an investment, usually described as a down payment. The fee is made with the initial payment, and succeeding payments are thus lowered. For instance, a fund company generally charges a percentage of the amount an individual invests as a front-end load, or sales charge. Companies are not required to do so, but if they do use percentage of front-end, they must ensure that all qualifying clients receive the discount.