Stocks as a tech employee

Hi all! I’m looking for some advice. Currently I automatically buy stock from the company I work for (a large tech firm that is doing great) at a 10% discount, this is about 20% of my salary. Every 3 months the stocks are bought.

I also get stocks each year as a reward.

In the last 4 years I did not sell any of them.

Currently the stocks are tanking, which means I’m automatically DCAing.

My question is: what is a common approach for selling stocks if you are always buying them on a regular basis? Because at some point I’d like to sell them and put them in an ETF.