The default cube when using "none" as units is 2 inches high, so of course it will be smaller than the character which is around 72 inches high.
If the default cube is as high as his knees then you have another problem there because it's too big.
Not entirely sure what you're doing wrong because it just works for me to the right scale. Here's my process ...
1. Creating/Setting Up:
a. Start a new project in Blender.
b. Go to your "Scene" tab in the properties panel on the right. and locate the "units" section.
c. Change the "Unit System" drop down to "none".
d. Make your model as you normally would, (for "real world sizes" look at your N panel when an object is selected, a 1 in any of the dimensions boxes translates to 1 inch in GameGuru, so use that as a guide to size), UV unwrap, make your textures etc as per normal (making sure rotation and scale transforms are applied by selecting the object and pressing ctrl+A).
2. Exporting:
a) Select your object
b) Go to file/export/FBX (.fbx)
c) Tick the "Selected Objects" box (this is so only the item you want exported is exported if you have more than one object)
d) Select the "Apply Scaling" drop down and choose ""FBX Units Scale".
e) Choose where you want to save it, then name your model and hit the "Export FBX"
Now when you import it into GGMax it should be the right size. You can text this by making a cube 100x100x100, importing it into Max, then before you place it press "B" twice to go into grid snapping mode, then when you place if you can place two of them corner to corner with no gaps or overlaps (like the picture below) you have your scale perfect.
if you're doing all that and getting different results, then i haven't a clue what's happening.
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