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Transparency is Good Business

By Paul Appelbaum, VP of Business Development, OfferLogix

For the automotive sales industry, transparency in digital advertising is not just legally required, it’s good for business.

Did you know… The Federal Trade Commission and State Attorneys General have brought (and won) legal challenges designed to ensure that customers can learn upfront how much they will actually pay for a vehicle and not be surprised by hidden charges that they did not budget for? We’re not talking about legitimate add-ons and upgrades, but the sorts of buried fees and qualifications that might commonly be characterized as “bait ‘n switch.” Violations of the resulting legal requirements can be costly, so compliance is paramount.

Besides, transparency is and always has been just good business. A little over 100 years ago, Frank Farrington wrote in his classic guide to the art of selling, The Successful Salesman, “No matter what you have to sell, the truth is good enough to tell. Boost your goods and boost them well. But stick to facts!”

Farrington’s words still ring true. Lucky for us, today we have digital tools that provide real-time pricing and payment facts everywhere from dealership websites to syndicated partner sites.

Top 5 Features to Keep Dealers Compliant

Here’s what to look for in a comprehensive compliance tool:

  1. Automated payment calculations of all necessary payment details, including vehicle costs, interest rates, down payments, and financing terms reduce human error and ensure that all financial information provided in advertisements is accurate. This helps eliminate misleading claims that could expose both the dealership and its managers to liability.
  2. Real-time price and offer updates to promotions, inventory, and financing offers should automatically update across all marketing materials so consumers are always presented with the most current and accurate information. This ensures compliance and reduces the risk of confusing consumers or generating FTC scrutiny.
  3. Clear and transparent payment disclosure must be integrated into ads, showing the full cost of the vehicle, the monthly payments, interest rates, and any additional fees. This transparency helps build consumer trust and ensures that the dealership meets the FTC’s advertising requirements, preventing deceptive practices that could lead to personal liability for operators and managers.
  4. Multichannel compliance maintained across all marketing channels, whether it’s online, print, or TV provides a consistent approach to advertising so dealerships can avoid mistakes in different advertising media, which might otherwise expose them to regulatory action.
  5. FTC compliance features align advertising with all legal standards, preventing the risk of deceptive advertising claims. This feature is particularly important for managers and operators, as it ensures that they are taking the necessary steps to stay compliant and avoid personal liability.

A century after Farrington, sales guru Marcus Sheridan, whose work has generated over $1 billion in revenue, echoes his call for truth in communicating with customers: “Honest and transparent content is the best sales tool in the world. Period.”

To that end, embedding digital functionality into online marketing ensures the customer gets the facts. It also mitigates against liability for dealership owners and employees. It’s simple, it’s transparent, and it’s necessary. And it’s just good business.

So before they leave home to meet their new car, customers can rest easy knowing exactly how much it will cost… their Penny Perfect Payment.

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https://offerlogix.com/wp-content/uploads/2025/05/V2_Newsroom-SalesTLArticle_05072025-scaled.png 973 2560 Sara Willi http://offerlogix.com/wp-content/uploads/2024/10/OfferLogix-logo-large.png Sara Willi2025-05-14 08:00:192025-05-15 17:06:44Transparency is Good Business

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Jon Gregory

Business Development Director

Jon is the Business Development Director for OfferLogix, a position he took after working as the Director of Sales and Marketing/National Accounts for the previous nine years. In his previous role, Jon was responsible for driving revenue growth by identifying and cultivating new business opportunities and expanding brand presence. He has a strong track record in the automotive space, having spent 18 years working for one of the largest DMS (Dealer Management System) providers.

Jon’s expertise lies in building solid relationships with customers, vendors, and cross-functional teams in sales and marketing. He has experience leading teams, managing partnerships, and aligning business goals to achieve success. Jon is known for his collaborative approach and his ability to work effectively as a team player.

Outside of work, Jon values his faith, family, and friends, which he refers to as the “3 F’s.” He has a supportive wife named Jill and two accomplished daughters named Taylor and Payton. In his leisure time, Jon enjoys playing golf and pickleball, and he is a passionate soccer fan, particularly of the Austin FC team.

Aaron Bickart

Executive Vice President / General Manager

Aaron Bickart is a recognized senior leader, entrepreneur, and award-winning sales and marketing professional with over 30 years of success in the multibillion-dollar automotive industry. Most recently, Aaron took over as Executive Vice President and General Manager of OfferLogix, the pioneer in lease and loan payment advertising for car dealers, OEMs, and online portals. Over the last year, Aaron spearheaded GTM strategy, website development, SEM, social media, and new product development. During this time, Aaron simultaneously drove significant revenue and performance of Team Velocity, a high growth marketing and advertising company.

Throughout his progressive career, Aaron served in vital leadership roles, including Executive Vice President of Sales Operations and Senior Vice President of Sales (Team Velocity), Director of Sales and Dealer Operations, Automotive Business Consultant, and CRM Sales Specialist for The Reynolds and Reynolds Company. Aaron holds a significant track record of cultivating and maintaining productive partnerships with Cox Automotive, Data Aggravators, and Nexstar and helped assist in creating major OEM endorsements with Honda, General Motors, and FCA. Aaron is a well-known innovator, motivator, and changemaker reputed across the automotive industry by Tier 1/2/3, OEM, and Top 100 Dealer Group connections. He possesses an advanced technical mindset and history of devising and implementing cutting-edge solutions that drive business success during economic downturns and uncertain futures.

As a family man, health enthusiast, and foodie, Aaron enjoys spending time with his wife and three kids, working out, trying new restaurants, and living by his favorite saying, “live your dream.”

Paul Appelbaum

VP, Business Development

Paul is the VP of Business Development for OfferLogix. Prior to joining OfferLogix, Paul spent the previous 8 years working in Sales and Business Development for a Digital Marketing and Technology provider in the Automotive space where he managed large partnerships and agencies. Paul successfully maintained and grew the relationships over the years and was considered a key team player in the successful growth of the business. Paul is the consummate professional and often found talking and negotiating with C level partners and vendors. His professional experience and unparalleled commitment to his customers make him an invaluable asset to OfferLogix. Prior to the Automotive space Paul spent 15 years on Wall Street where he held Senior Managing Director positions in Equity Trading, Institutional Trading and Investment Banking. One of Paul’s fondest memories was organizing and Co-Chairing the annual Spring Wall Street Charity Fund golf tournament which raised in excess of over $1 million over a 15-year period.

Paul loves spending most of his spare time with his family, living a healthy lifestyle and golfing with good friends. Over the years Paul has been very active in charitable organizations and his local community.

Paul earned his BA in International Affairs with a concentration in Economics from The George Washington University.

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