Get in touch! Sales (800) 322-9034 | Contact Us Leading the industry in Automotive Software for over 20 years!

Dealer Resources

July 26, 2023 By ProMax

Behind the Wheel with Melissa Sinclair

Behind the Wheel with Melissa Sinclair

Vice President of Strategic Business Initiatives Melissa Sinclair has been with ProMax in various roles for over 15 years now. A longtime industry vet and AutoSuccess Magazine Women at the Wheel Honoree, Melissa sat down with us to discuss the changing landscape of automotive, the origins of Stack powered by ProMax, and some insight into her own journey to get where she is today. Enjoy!

Melissa, thanks for sitting down with us today.

Thank you, it's my pleasure!

Describe what you do at ProMax and how it impacts our clients.

My primary role at the company is managing our partnerships with the OEMs, as well as all the industry vendors that both our company and our clients choose to partner with. This being our 26th year in the business, we have some pretty amazing relationships we’re quite proud of. Our company is well known for the excellent support we provide to our dealers, so the initiative to expand and nurture our partnerships is a high priority at ProMax. 

You’ve seen many changes in automotive software during your time in the industry- how is CRM different now than it was 10 years ago, and where do you see it going in the next 10 years?

Vendor partnerships and cohesive integrations are more important than ever before. Today, there is a stronger emphasis on consolidating dealership processes into a single platform, enabling better data analysis and a more comprehensive view of the customer journey. This in-depth analysis benefits dealerships AND customers- better targeted marketing campaigns from the dealer leading to more meaningful, personalized experiences for the customer.

Consumer preferences and buying behaviors are constantly evolving. If dealers fail to understand and cater to these changing preferences, they may lose market share to competitors who can better adapt. The future of CRM will revolve around providing a seamless omni-channel customer experience.

Were these changes the impetus of the new Stack platform?

Definitely! From our perspective, the CRM category hasn't evolved quickly enough in line with all of these changes, and we recognized the need to revolutionize the conventional software platform. By incorporating insights from our team's unmatched experience in serving dealerships for over 25 years, and receiving direct feedback from our valued dealer and vendor partners, we set out to build a game changer!

Stack offers an improved overall user experience from other CRMs; again, for dealership AND customer. With upgraded features and customization options across the board plus a more user-friendly interface, we think Stack is going to be the CRM to beat going forward.

What is the most rewarding part of your job?

Maintaining a positive culture in our company. When you’re asking people to work hard and give 100% effort daily, it is essential to show them that they are appreciated. The environment at ProMax promotes a culture of supportive, intelligent, and talented individuals who inspire and drive each other to achieve excellence. Collaborating and celebrating with this group makes coming to work each day great. 

What does true leadership mean to you?

Someone who uses their position to help others, who jumps in alongside them and provides support in all circumstances.

What advice would you give your younger self if you could?

I’d just repeat the same thing my dad told me… Don’t let the actions of others change you. Be deliberately kind. And keep taking chances on yourself - eventually the right people will notice. 

What is your favorite line from a movie?

“You’ll have bad times, of course. But it’ll always wake you up to the good stuff you weren’t paying attention to.” Robin Williams in Good Will Hunting

What was the last book you read?

“Think Like a Monk” by Jay Shetty – my second time reading it, and I highly recommend. 

What TV shows do you watch?

I'm forever rewatching The Office and New Girl, and I enjoy documentaries. 

Who is your favorite superhero, and why?

Iron Man - he is a witty, complex character with flaws and struggles, but his determination and ingenuity make him a formidable force.

Lastly, what are you most looking forward to most this year?

Traveling! I finally just got my passport 😊

Thanks for your time, Melissa.

Topics: ProMax Software, Leadership, CRM, Industry, Personal Success


ProMax is everything your dealership needs to sell more cars. Get in touch at

Related posts