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Lending Library

Check Out a Book!

The SMPS San Diego Lending Library is a select list of Professional Services Marketing and Business Development titles available to our members.

See below for a complete catalogue and description of each book available. If you see something you’d like to check out, email Karen Santoro, CPSM, with the title and your preferred delivery method and we’ll get it to you!

Each book is available for 30 days, with an optional 30 day extension and is FREE to our members!

Don’t forget to let us know if you have any recommendations or titles you would like to see in our library.


A/E/C Marketing Fundamentals
Holly R. Bolten, Julie Huval, Stephen A. Jones, Kevin Miller, David M. Shelton, and Ronald D. Worth. 2015, SMPS Publications, 174 pages.

Whether you are new to the A/E/C community and working on your very first job or you are a more seasoned professional who is taking on marketing responsibilities for the first time, you will find “A/E/C Marketing Fundamentals: Your Keys to Success’ a useful introduction to marketing basics. Even if you are a more experienced marketer, you will learn core principles and effective strategies that will improve your job performance. This ebook, developed by subject matter experts from the Society for Marketing Professional Services (SMPS), provides marketers with the resources and ideas necessary to adapt to the numerous standards changing the A/E/C industry.

CPSM Study Guide Version 3.0
2015, SMPS, 115 Pages.

A comprehensive review of many of the topics tested on the CPSM exam.

Cross-Selling Success: A Rainmaker’s Guide to Professional Account Development
Ford Harding. 2013, BNi Publications, 162 pages.

Written especially for the professions, including accountants, architects, bankers, executive
recruiters, lawyers and many more. In today’s competitive workplace, companies are extending
their services to keep clients happy – and attract new ones. By using the original service as a
flagship to sell others services, customer loyalty is strengthened and the bottom line improved.

2014 Southern California Survey
Michelle Hoalton, CPSM, Juanita Martinez, CPSM, Vikki Ott, CPSM, Mena Ruiz, Amanda Sigafoos. 2014, SMPS, 20 pages.

The Los Angeles, Orange County and San Diego Chapters of SMPS joined forces to develop a comprehensive salary survey to assess the pay and benefits professionals receive from their AEC employers. The goal of this effort was to create a meaningful document capturing salaries, bonuses, perks and other key data important to SMPS members and non-members alike.

Bold Brand
Josh Miles. 2012, Content Marketing Institute, 265 pages.

In the past, most professional services firms could get by simply relying on traditional marketing tactics. For most firms, networking, attending benefit dinners, advertising in the Yellow Pages, and merely adding the new partner’s name to the office sign was enough to stay top of mind. Today, everything has changed. Even traditional industries need to figure out how to differentiate and compete in our digital, socially-networked society. Bold Brand is a process that any professional services firm can follow to identify, develop, and leverage their brand essence to market themselves in a truly unique way. Today’s professional services marketers know that if they want to stand out, they have to do something different. Read Bold Brand to find out how, and get ready to get Bold!

Creating Rainmakers – The Manager’s Guide to Training Professionals to Attract New Clients
Ford Harding. 2006, John Wiley & Sons, 274 pages.

As every manager of a professional firm realizes, generating leads and landing new clients is one
of the most critical operations of a successful venture, and everybody needs to learn how to do it
well. But transforming accountants, architects, attorneys, consultants, engineers and other
professionals into client-generators is not always easy to do. Creating Rainmakers outlines all the
necessary steps you need to turn your professional staff into successful rainmakers who can
really drum up business! It shows you how to generate leads through several different strategies,
including cold calling, publicity, speaking engagements, and others; build a strong network of
contacts through established clients and new associations; master a variety of sales techniques,
including listening value-based selling, and anecdotal selling; and plenty more! Based on over
100 interviews with principals in professional firms, including many of today’s preeminent
rainmakers, Creating Rainmakers shows you how to turn your professional staff into a powerful
team of sales winners.

Dealing with People You Can’t Stand (Third Edition)
Dr. Rick Brinkman and Dr. Rick Kirschner. 2012, McGraw-Hill, 283 pages.

Learn how to get things done and get along when you’re dealing with people who have the
uncanny ability to sabotage, derail and interfere with your plans, needs and wants. Learn how to:

Use sophisticated listening techniques to unlock the doors to people’ s minds, hearts, and deepest needs.
Apply “take-charge” skills that turn conflict into cooperation by reducing the differences between people
Transform the destructive behavior of Tanks, Snipers, Know-It-Alls, Whiners, Martyrs, Meddlers, and other difficult types of people.
Whether you’re dealing with a coworker trying to take credit for your work, a distant family
member who knows no personal bounds or a loud cell phone talker on line at the grocery store,
Dealing with People You Can’t Stand gives you the tools for bringing out the best in people at
their worst.

Leader Business: Battle-Tested Leadership Strategies for any Organization
Thomas Henry Magness. 2010, LBI Publishing, 247 pages.

Every year, ineffective leadership costs American companies hundreds of millions of dollars in
lost revenue, missed opportunities, preventable waste, and poor personnel decisions. How’s your
leadership? Are you getting the results you need? If not, maybe it’s time for some basic training in
leadership fundamentals. Drawing on over 25 years of military service, Tom Magness offers
lessons learned in one of the world’s foremost leadership laboratories: the U.S. Army. From the
unforgiving environment of the National Training Center to Ranger training in the Florida swamps
to the life-and-death stakes of combat operations in Iraq and Afghanistan, Leader Business
examines how executives can use military leadership principles to achieve success in any
organization. Leader Business takes the same proven four-step framework the Army uses to
develop its leaders and applies it to the business world.

Designing Brand Identity (Third Edition)
Alina Wheeler. 2009, John Wiley & Sons, 310 pages.

In a densely crowded marketplace, corporations, organizations, and even individuals look for
ways to differentiate themselves. That is the job of branding.

Whether your goal is to express a new brand or to revitalize an existing one, here is a proven,
universal five-phase process for creating and implementing effective brand identity. From
research and analysis through brand strategy, design development through application design,
and identity standards through launch and governance, Designing Brand Identity is an essential
reference for the entire process.

Enriched by new case studies showcasing successful world-class brands from Herman Miller and
General Electric to the Obama ’08 election campaign, this Third Edition offers new insights into
emerging trends such as sustainability and social networks.

2009 Marketing Salary and Expense Survey
Readex Research. 2009, Society for Marketing Professional Services Foundation, 55 pages.

Through the use of an Internet-based survey representing SMPS’ emailable members, the
purpose of this research project was to provide a resource offering salary ranges for various
marketing positions within the built and natural environment, along with other forms of
compensation offered by employers. In addition, data regarding office revenues and marketing
expenditures was collected to obtain industry benchmarks. The findings cited in this report are
based on a survey conducted by Readex Research, Inc.

Groundswell: Winning in a World Transformed by Social Technologies
Charlene Li and Josh Bernoff. 2008, Harvard Business Press, 286 pages.

In this updated and expanded edition, featuring an all new introduction and chapters on Twitter
and social media integration, you’ll learn to:

Evaluate new social technologies as they emerge.
Determine how different groups of consumers are participating in social technology arenas.
Apply a four-step process for formulating your future strategy
Build social technologies into your business.
This book is recommended reading for executives seeking to protect and strengthen their
company’s public image.

How to Win a Pitch: The Five Fundamentals That Will Distinguish You From the Competition
Joey Asher. 2009, Persuasive Speaker Press, 264 pages.

How to Win a Pitch will help you learn how to:

Develop presentations that win contracts.
Create connections to secure business relationships.
Identify, discuss and fulfill client needs effectively.
Veteran business coach Joey Asher has helped his clients win over five billion dollars in new business contracts. He uses his former experience as an attorney and journalist to help readers and clients rise above their competition.

Marketing Handbook for the Design & Construction Professional (Third Edition)
Various Authors. 2009, BNi Publications, 628 pages.

Over the years, the SMPS community has helped to identify and shape the leaders in this
profession. It is those leaders who were called upon to create the Marketing Handbook for the
Design & Construction Professional.

The First Edition was published in 1994 to fill a gap in the documented body of knowledge for
professional services marketing. This Third Edition continues to expand that body of knowledge
for the benefit of the profession and industry. Many of the original authors have generously
updated their chapters; in addition, emerging leaders in the profession have contributed new
material. The depth of the content in this edition is reflective of how mature and sophisticated the
process of marketing professional services has become—and how it continues to evolve.

Because it documents the knowledge and skills necessary to market professional services, the
handbook was the primary reference book for SMPS’s certification process: Certified Professional
Services Marketer (CPSM).

Plan It: A Down-to-Earth Guide to Marketing Planning and Budgeting in the Design & Construction Industries
Lisbeth Quebe, FSMPS. 2002, Society for Marketing Professional Services, 103 pages.

A marketing plan is a written document that outlines specific performance goals related to
marketing for a specific period of time, and establishes a plan to meet those goals. Plan It
discusses thoroughly the seven components of a marketing planning including the audit, outlook,
goals and objectives, strategies, tools and resources, budget, and implementation.

Pro Web Project Management
Justin Emond and Chris Steins. 2011, Apress, 239 pages.

Pro Web Project Management is a collection of hard-won lessons the authors have learned
managing modern web projects with small and medium budgets in a consulting environment. This
isn’t a book about project management theory. This book tells how to create real deliverables, get
answers from indecisive clients, manage wayward programmers, and use checklists to wow
clients. This book is made up of real examples, real lessons, real documents, and real tips woven
together into a step-by-step walkthrough of a project’s life cycle.

This book is written for both the full-time project manager and the aspiring project manager who
might have a role that blends client support, web development, and project management. The
project budget sweet spot for this book is $50,000 to $500,000. If you manage a project in this
space, reading this book will make you a better project manager.

Rain Making: The Professional’s Guide to Attracting New Clients
Ford Harding. 1994, Adams Media, 287 pages.

Filled with easy-to-use strategies, Rain Making shows members of any profession how to:

Develop and customize a marketing strategy that will work for their firm-regardless of size.
Network effectively and turn network contacts into solid leads.
Write articles that will draw new clients.
Take the trial and error out of cold calling and other marketing tactics.
Use direct mail and the media to attract new clients.
As a special bonus, this useful new volume also provides checklists and appendices that show
how to create written and visual materials which will help promote any professional practice.

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