I have always said, and will always say, that services like Truecar have an ideal consumer, someone that truly benefits from what they provide. That is why the perfect car buyer for the Truecar service is one that absolutely hates, with a passion, the mere thought of even asking for a discount.
And make no mistake:
This type of car buyer is out there, and there are more than you think. And do you know what? There is nothing wrong with that. Many people are just fine knowing that they didn’t get the best price because what truly mattered was knowing they didn’t get the worst price.
What worries me is that people looking for bargains are pulled in, by design, and in doing so their inevitable bad experiences are contributing to an industry already suffering with consumers on Trust Factor.
But when your business is Lead Generation, you need more clicks.