As consumers turn more and more to the Internet as a source for vehicle research and to discover a dealership that has the vehicle they are interested in purchasing, Internet Trainer and Dealer Principal David Kain said it's even more vital that dealerships present a strong presence on the Web.

Kain is very familiar with the pitfalls and benefits of Internet departments at dealerships. In addition to owning Kain Automotive Inc., he also runs an Internet training company called Internet & BDC Training Specialists. Moreover, he has served as chief operating officer of FordDirect.com.

Kain is far from alone in his perspective that the Internet is an ever-important tool for reaching the potential vehicle purchaser. Automakers are increasingly offering their dealers support and training in this arena.

"Absolutely, we encourage and support our dealers in their Internet marketing efforts," noted Bud Place, Chrysler Group's senior manager of used vehicle sales and marketing.

"We are finding more dealers are seeing the value in the Web and growing their own Internet presence, and we support this," added Paul Pejza, manager of General Motors Certified Used Vehicles.

According to Kain, the keys to success on the Internet are developing a strong business plan, building a dedicated staff and creating an effective Web site.

To learn more, Kain along with various automakers' executives offer advice on how to create a successful Internet department and Web site in Auto Remarketing NewsMagazine's Sept. 1-15, Used Car Manager Supplement feature, "Creating and Maintaining a Successful Internet Department."