Kelly McDonald

How to Work With & Lead People Not Like You

We all know that a diverse workforce leads to better decisions and solutions - it has been proven to grow business and profits.

But when the person in the next cube or office is different from you, friction can arise. Different people may not see eye-to-eye on an issue. They may have vastly different approaches to work. Their communication styles may be very different. Their comfort in working with technology may be miles apart. They may see work as a formal environment or one that is casual.They may even have different reasons and motivations for working in the first place. Cultural backgrounds and norms can differ. Even men and women can see situations differently. How do you work alongside someone who may be quite different from you, respect those differences and be effective in your role?

And what about leading a diverse team? Leaders face daily the challenges of inspiring, communicating and executing strategy with their teams. Now imagine the challenges of leading teams that may be incredibly diverse! How does one motivate and lead groups of people who come from different backgrounds? How do you do that when people are motivated by different values and view the world and work through different lenses?

This session will cover the many ways we can be different from one another and how those differences manifest themselves in work situations. It will show how employees can succeed in today's diverse workplace without losing their minds or becoming frustrated by approaches to work that may differ from theirs. For those in leadership positions or those who aspire to manage and lead others, this session will identify key ways in which you can effectively communicate, guide, and lead associates and colleagues who are not like you.

Whether you're working with internal associates or external clients and customers, it's imperative that you know what motivates people - and what doesn't. Leadership isn't about seniority or position - it's about influence, forming connections and building trust. It's the ability to move the business forward.

Regardless of gender, age, life stage, race, ethnicity or even communication preferences, you'll learn to create a deep, values-based connection between you and your associates, clients, and prospect.

How to Market & Sell to People Not Like You

ABSTRACT:
Our marketing environment has become more complex, and consumers have become more sophisticated. Diversity marketing is the new norm, and this doesn't simply mean racial diversity. Diversity comes in many forms: gender, race, age, life stage, language preference, sexuality, and hobbies or special interests are all ways in which people's differences are recognized.

By recognizing these differences and tailoring your product, message or marketing efforts to reflect consumers' uniqueness, you are validating the importance of a consumer group. It may be counterintuitive to focus on differences rather than similarities, but this can really stretch your marketing muscles and bring incremental results.

KEY POINTS:

• Learn about the hottest new market segments and how they're shaping culture.
• Learn the key emotional drivers for important target segments and how your business can leverage those in marketing messages.
• Learn which group represents the largest opportunity for your business right now and which group will be your greatest opportunity tomorrow.
• Specific strategies and tactics will be discussed for identifying your high-potential prospects and reaching them effectively.

Crafting the Customer Experience for People Not Like You: How to Delight & Engage the Customers Your Competitors Don't Understand

ABSTRACT:

Deliver a better business experience, for every kind of customer.

This session will show how companies, brands and products struggling to differentiate themselves in a sea of sameness can foster long-term loyalty and brand preference with exceptional and customized customer service.

A "one-size fits all" approach to customer service is no longer viable. Businesses competing on service need to understand and cater to customers' racial, ethnic, religious, generational, lifestyle and geographic differences in order to meet or exceed customers' service expectations.

Core customer groups will be covered, including women, the five generations (Matures, Boomers, Gen X, Gen Y and Gen Z), racial and ethnic segments, such as Hispanics, Asians and African-Americans, as well as those who are defined by key lifestyle and life-stage attributes. Includes consumer insights that will help you deliver a better business experience for every customer.

You cannot control the economy, the stock market or the costs of goods and labor. But you can control your organization's customer experience. It's an empowering thought. Customer service is 100% in your control at all times and it's more important than ever in today's competitive business environment.

And terrific customer service doesn't have to break the bank: it's about understanding your customer's values and catering to their priorities. 

KEY POINTS:

• Learn the latest techniques that innovative companies are using today to train their staff to deliver exceptional customer service.
• Best practices among leading companies and brands will be reviewed.
• Learn how to listen for what a customer wants, not just what he/she may ask for.
• Learn key insights into delivering terrific customer service to the Hispanic customer.
• Specific strategies and tactics will be discussed as well as Do's and Don'ts.

Transformative Women’s Leadership: How to Move the Business Forward with the Teams You Lead

ABSTRACT:
What are the core capabilities for effective women’s leadership? Assertiveness is a key one, but it’s a widely misunderstood characteristic and a word with a lot of baggage, most of it negative. Some interpret it as being “bossy”; some interpret it as “standing your ground” or “speaking your mind” and some interpret it as “taking charge” or being aggressive.

Assertiveness is none of these things, yet it’s an essential skill in business and a quality that all successful leaders have. And it IS a skill – it can be developed and honed, like any other skill. Effective assertive skills manifest themselves in better negotiating tactics, stronger leadership, better team performance and higher levels of employee engagement.

Often, women who work in predominantly male industries feel pressure to perform at their peak, while also not appearing to be seen as too “domineering.” This balancing act requires women in executive roles (or rising stars at their company) to become more assertive, in order to lead effectively.

For many women, negotiating can be challenging because women tend to be “people pleasers” and often put the needs of the group (their team or your associates) before their own needs. Effective negotiating is not about “winning” – it’s about ensuring that both parties arrive at a place of mutual benefit. And being assertive is not at odds with teamwork – infact, it is constructive for your team and your organization. Assertiveness is a management and performance quality that is highly charismatic and appealing.

KEY POINTS:

• The four core capabilities for effective leadership and how they can differ or manifest themselves for women executives
• Which natural characteristics women bring to work are assets and those which can be a liability if not expressed appropriately
• How to develop your assertive style in a manner that appeals, not repels
• How to communicate, empower and lead in predominantly male industries or teams
• Effective negotiating strategies that yield best outcomes for all business partners and associate

Other Speaker Topics:

Working within Franchise Teams
Why Do I Have to be Politically Correct?
Six Consumer Trends You Need to Leverage Right Now
Finding Future Hires in a Gig Economy:  How to Recruit, Train & Retain Young Talent Now
The New Demographics & How They Affect Your Business, Today & Tomorrow
Marketing & Selling to Women:  How to Win the Hearts and Reach the Wallets of Today’s Modern Woman
Come Together:  How to Work with Someone Much Older or Younger than You
Disaster Recovery & Crisis Management Using Social Media
Social Media & Marketing: How to use It to Grow Business in a Low-Cost/No-Cost Manner
Tips & Tricks for Taking Social Media to the Next Level
Marketing 101:  the Essentials of Advertising & Marketing and How to Implement Them
How to Connect with Others, Regardless of Age, Wage or Lifestage
How to Be a Culturally-Ready, Culturally-Friendly Employer:  Insights Into Your Diverse Workforce
Relating, Not Translating:  How to Market to U.S. Hispanics