About transparency. Every day I get tons of calls from people wanting to know how much I buy gold.
A couple of questions are enough for me, usually, the caliber of the objects and their weight, to clarify the situation and provide a precise assessment.
The answer I get very often is:
but isn’t it that once I get there you make me the gold 2-3€/gr lower?
Sometimes even people who come to the shop complain about some of my competitors:
“Guy writes on the site that he buys gold at XXX instead his REAL valuation is much lower”.
Or: “On the phone CAIO didn’t want to tell me how much he buys gold”.
Theoretically, the behavior of these shopkeepers should make me happy. In fact, in the long run, this way of working never pays, in any sector.
In reality, this is not the case, because this behavior puts all of us in a bad light.
Wherever you turn, you see nothing but misleading and unclear advertising, on the web, on the radio, or the street for example.
I think that the lack of seriousness and above all transparency is the big, very big problem in this sector.
In the beginning (and I’m talking about a few years ago) I was a normal gold buyer like many others who worked seriously and honestly.
While business was good, I felt that I could provide better customer service, even if I didn’t quite know how to do it.
To understand this, I’m not ashamed to admit it, I went around at least 30 Roman gold buyers pretending to be a common customers, to see what kind of service they offered.
So you can imagine that I’ve seen all sorts of things. There were the clever ones, that is those who offered a pittance per gram or who indicated a lower weight than the real one. But many honest shopkeepers offered, more or less, the right price.
Although they were honest and serious, however, I felt that the transaction was not as clear as it could be.
Let me give you an example of transparency to explain myself better:
When I went to buy gold with my jewels I asked. “Can you give me an evaluation? How much is it per gram?” Each time the shopkeepers replied giving me their value.
The real problem was that I had no way of knowing whether their assessment was correct or not. I had to, in other words, TRUST.
It was at that moment that I realized that seriousness alone wasn’t enough. There was a need for TRANSPARENCY.
I, first of all, wanted to create an environment where the whole procedure was as transparent and serious as possible, starting from the value of the gold on the stock market up to the receipt of the sale of the gold.
The first step was to make a monitor available to the customer which offered the gold stock price in real-time.