Those who use Google SketchUp with 3ds Max 2010 are in luck; Autodesk have created a nice importer that should make your life just a little bit easier. The new SketchUp import capabilities are part of the Connection Extension available to 3ds Max 2010 and 3ds Max Design 2010 Subscription members.
They've even made a lovely video to show it off:
Tip: Just in case the new importer only works with SketchUp 6 and 7 files, remember that you can always "downsave" to an earlier version from SketchUp 8 (and SketchUp Pro 8).
More Info: Connection Extension