E167 – Do You Deal in Trust? How to Unlock it for Your Business W/ Jay Sofer

Jay Sofer runs a locksmith business in the New York City area where he operates in not only a big and competitive city but also a very competitive industry. Jay adopted using Yelp quickly after her started but has since branched out to focus on many other online opportunities.

Looking for the articles we mentioned?

Zooming to ConclusionsHow to Earn Customers' TrustAnd a video Jay did for Yelp recently.

Building Trust

This episode and interview however don't focus on any of that, it focuses on how to unlock and build trust with people offline and online.

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt  and Dave roar. Hey guys, excited to have everybody join us on another one of these business of digital podcast episodes. And we have a treat for you today. I know that we have Dave here with us. How's it going, Dave?

Dave Rohrer: [00:00:21] It's going, it's going.

Matt Siltala: [00:00:22] We also have a long time. Friend and bud of mine. And, uh, I'd like to introduce everybody to Jay Sofer, Jay, how's it going? But

Jay Sofer: [00:00:32] Hey man. Good to be with you guys. Thanks for having me

Matt Siltala: [00:00:35] now, just to give everybody a little bit of an idea, when you, when you start to talk, I'll let you share any information, URL, whatever you want to everybody.

But, uh, uh, Jay and I go back a long way. Um, Jay actually was one of my first clients way back in the day. And, uh, basically I guess the simplified way of putting it J as your a, a East village or a New York city, a locksmith [00:01:00] that the easiest way to put it, um, you know, for on, on my end. And so, uh, we were talking about just the kind of trust that it takes to be able to go into someone's house.

And when you do that kind of work and, and Dave had this idea too, To have you on and talk about them. So I kind of want to like let Dave position it, but before he jumps into it and starts asking you the questions, can I give a little bit of your background, Jane, let everybody know who you are.

Jay Sofer: [00:01:29] Yeah, sure thing.

So Yemen, we do go back a long way. I mean, you, you meet right, right. When I got my start, you know, and, and, uh, I, I love the theme of this podcast because, you know, the way I became your client was because I trusted you and, you know, I was. Trying to have better exposure on the internet via search engine optimization and the decent website.

And I was, I don't want to even say a fish out of water. I, I, I wasn't, yeah. Even a fish and I didn't even know what water was, [00:02:00] you know, I mean just a complete deer in headlights and, you know, that's how, I mean, people hire me because they don't know what they're doing. Why, why, why would I be relevant then if they did, you know, and you know, to, to gain someone's.

Trust, you know, Ty for me to be hired and invited into your house where your kids live, you know, where you keep your life's work into your business, you know, where you have all your sensitive information he needs. It means a lot to me. And it's, it's a big responsibility and I, you know, not only do I want to earn your trust, you know, online, that's sort of the first that's like you kind of walking into my virtual store and, and, and, you know, being received well and, and establishing trust from that point.

But then when I show up, you know, so. I learned this job as a kid. And, um, you know, part of, part of my intro to trust was just to see how old school businesses work. I mean, my dad had a shop for 43 years. You know, in an old school neighborhood, in New York city? Um, my, my first job was actually with, uh, one of his friends who had, uh, a shop for, uh, just about the same [00:03:00] time.

I mean, I think I was about 13 or 14 years old and this guy was about 80, I think, at the time. And yeah, so like, I, you know, I got to learn fr