ProMax Desking

ProMax Unlimited describes ProMax Desking as the deal structuring part of its unified retail platform, which also includes a CRM, inventory and lead management, and a compliance package. Its desking page says the tool is meant to help dealers close deals while staying compliant with automated safeguards.

ProMax company profile ProMax official website

ProMax Desking: ProMax Desking and Lender Select

The company says automated calculations sync with customer profile data captured through online forms, allowing deals to be evaluated quickly across scenarios such as retail, lease, negative equity, prime and subprime. A tool called Lender Select compares lender programs to find a match for the buyer, including dealer reserve calculations.

For incentives, ProMax describes an Incentive Optimizer powered by a rebate database that identifies eligible programs for each customer and vehicle. The desking tool is described as customizable to a store's workflow, with credit, CRM and compliance integrated from the web through to the contract.

The ProMax platform page describes the CRM, desking and compliance package as an all-in-one system. An older description of ProMax automotive software, CRM and inventory management exists on the Pro Credit Express site.

That is relevant for a store that pairs desking with an inventory system.

For a sales manager, desking is where the numbers presented to a customer are produced. So the checks are careful: how tax and fee rules are maintained by state, how lender programs and rebates are updated, how payments are verified against the final contract, how the compliance package records disclosures and how the tool connects to the store's DMS and F&I menu.

Confirm each point directly. Try it with your data.

Dealer Marketing Services, later ProMax Unlimited, was formed in 1994 by John Palmer, who had worked over a decade in retail auto. ProMax came out in August 1995 as special finance software and grew in 1998 to cover desking, leasing, CRM, finance menus and lender submissions.

In 2002 it became an internet-based front-end system, and in 2008 it added a compliance package. Two executives took minority stakes in 2017.

The company is based in Iowa and says over 2,000 dealerships use it.

ProMax Desking functions
Product or service	Function
ProMax Desking and Lender Select	Desking tools.