The only person who will be able to address your dilemma is the Dealer Principal and/or General Manager. If they understand the importance of what you do, then they'll help you. If they don't, then you should find another job.
The solution is to offer INTERNET ONLY pricing. Internet shoppers must be told very clearly that they can ONLY get the special internet price you are offering by dealing directly with you. It doesn't matter if the internet price is higher or lower than the "lot" price...what matters is the customers thinking they are getting a special internet price. As I said, some DP/GMs will allow you to do this, and some won't.
Most customers believe that car dealerships offer lower prices on the internet. I doubt that's true, but I'm happy they feel that way and Lord knows I'm not going to try to change their minds! It's in my best interest to let them know the "special deal" I am offering is for that "elite" group of internet shoppers who are savvy enough to avoid the normal car buying process and deal directly with me - the Internet Sales Manager.
Fortunately at our dealership we have an awesome CRM system (ADP) which allows me to log customers as soon as they send in an inquiry. Once I log a customer, no one else can "skate" me. Even if the customer comes in and doesn't ask for me and winds up buying a car, the work initial work I did is on record. The GM can track the sale, and at least I'll get some recognition for the part I played in it.
