Why do people make the decisions they do? And, as marketers and business developers, how might we be influential as our clients and colleagues navigate those decisions? The answers to these questions have the potential to transform our behaviors, our communications, and our architecture, engineering, and construction firms. 

The SMPS Foundation’s many publications include two research papers produced with JonRobert Tartaglione of Influence 51, “The Neuropsychology of Influence and Decision Making” and “Theory Into Practice: The Neuropsychology of Influence and Decision-Making.” By exploring concepts outlined in these papers, Barbara Shuck and Holly Bolton will help participants understand and apply them to various AEC marketing, business development, and communication scenarios. The session will also include a special guest who will help Barbara and Holly illustrate the principles and concepts in action. 

By participating in this interactive workshop, you will: 
•    Understand principles and concepts related to the neuropsychology of influence and decision making 
•    Identify behavioral economics strategies applied to business development situations 
•    Explore strategies to apply the principles and concepts to AEC marketing scenarios 

Presenters

Holly Bolton, FSMPS, CPSM | Owner, 3chord Marketing

A self-proclaimed word nerd, Holly Bolton, FSMPS, CPSM, grew up with her nose in a book and a pencil in her hand. Today, she channels that love of story into her role as owner of 3chord Marketing, a marketing communications firm that helps architecture, engineering, and construction companies connect with their audiences through strategy, storytelling, facilitation, and presentation training. With 20+ years of experience in the A/E/C industry, Holly has worked in a variety of marketing, business development, and corporate communication roles for architecture and engineering firms. Holly served as the Society of Marketing Professional Services’ 2022-2023 president, and she has also been president of the SMPS Foundation and SMPS Indiana. She has a Bachelor of Science in public relations with a creative writing minor from the University of Central Missouri. Passionate about both the built and natural environment, Holly enjoys hitting the trails, whether it’s checking off the U.S. national parks or exploring her current home state of Wisconsin.

Barbara Shuck, FSMPS, CPSM | President, Everest Marketing Services 

Barbara Shuck, FSMPS, CPSM, brings more than 35 years of AEC marketing and business development experience. She has worked with general contractors, engineering firms, construction managers, and architects—both in-house and as a consultant. She helps teams win work and build strong internal cultures through clear, persuasive messaging and strategy. Known for her practical approach, Barbara teaches, challenges, and motivates professionals to grow their skills and confidence.
She is a Past President of SMPS, a Fellow, and a Certified Professional Services Marketer. She recently served as a Trustee for the SMPS Foundation and received the 2022 Weld Coxe Marketing Achievement Award, the Society’s highest honor for leadership and impact. Barbara holds a bachelor’s degree in communication arts and French from Washburn University and a master’s in international business (marketing) from Thunderbird School of Global Management. Outside of work, she focuses on healthy living and enjoys time with her husband, adult children, grandchildren, and two active dogs.