Turning Skeptics into Believers: Validating the Consumer at Every Step of the Purchase Process

Reuben Fine

Industry & Education, TrueCar

Today’s car buyers are the ultimate skeptics. They’re skeptical about marketing claims, the information they find online, and the experience interacting with the dealership (among other things). Dealerships have a huge hill to climb to turn these skeptics into real believers. This session will dig into the mindset and perceptions that drive consumer skepticism, but also some real dealer tactics and strategies to overcome this and remove the barriers that slow down the path to purchase.


Reuben Fine is part of the Industry Education and Relations team at TrueCar and has over 12 years of automotive industry experience. He began his career in Internet Sales for a Southern California Dealership and helped build, grow, and manage the dealership’s newly formed Internet Sales department. In fact, Reuben was an early adopter of  Zag/TrueCar, where he worked directly with TrueCar customers and developed a management and lead engagement process around the TrueCar program.

Leveraging his dealer experience, Reuben joined TrueCar’s Dealer Team where applied his best practices to help dealers maximize their TrueCar program. Reuben has worked with thousands of dealers, including managing three of the largest national automotive dealer groups.

Reuben currently oversees TrueCar University, TrueCar’s online dealer learning center, plus the development of industry facing content, insights and case studies. Reuben is a speaker at dealer training events, and hosts many of TrueCar’s educational webinars.

If you would like to speak with Reuben, fill out the form below:

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