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 prospects.
How to Market & Sell to People Not Like YOU
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 counter-intuitive to focus on differences rather than similarities, but this can really stretch your marketing muscles and bring incremental results.
How to Market to People Not Like You: the New Market Segmentation
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, lifestage, 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.
Mommy Marketing: How to Win the Hearts and Reach the Wallets of Today's Modern Mom
Today's mom is different than every previous generation of moms. They're busy. Whether
they work outside the home or not, they work long and hard to manage their households and the well-being of their family. For brands and companies, cultivating this important consumer segment means big bucks and fierce loyalty if you reach them with relevance.
But that can seem difficult to do. Moms today don't watch much TV or listen to the radio. They can't be reached through traditional marketing channels- they're simply not there. They spend considerable time online and are tightly linked to their social network community. They are skeptical of hyperbole and marketing "promises".
But they listen to and respect the companies, brands, products and services that meet their needs and market to them by building relationships with them. And they listen to other moms.
The "mommy culture" is big. Moms today are more selective than ever about who they do business with and how they spend their money. Women and moms make 80% of the purchase decisions for U.S. households. (Some say it's closer to 1 00%)
This session will show you exactly how to effectively tap into this large, lucrative and loyal market.
How to Connect with Others, Regardless of Age, Wage or Lifestage
It's getting harder and harder to connect with others because there are so many barriers
to connection. Technology is our friend, but also our enemy as we have more and more ways to filter out the information and communication we don't want. So in order to connect with someone, you must learn to tap into relevant beliefs, values or habits. And that can
be hard to do when someone is different from you.
This presentation will focus on key diverse market segments, emerging market segments, and how major companies are learning to penetrate these groups, either internally or as customer base expansion, to form deep and lasting connections.
Attendees will learn why diversity is a real opportunity- and how you can grow your relationships by better understanding your neighbors, co-workers,your customers and the community in which you live and work, today and tomorrow.
How to be a Culturally-Ready & Culturally-Friendly Employer: Insights into Your Diverse Workforce
The U.S. population is increasingly diverse, and in some industries, the composition of the
workforce is 70% minority. This shift in demographics is a permanent one and brings many changes to our society and our workforce. These changes also bring unique challenges to employers and workers as values sometimes differ between various cultures.
Among Hispanics, the largest ethnic minority in the U.S., values and customs often differ depending on country of origin and level of acculturation. Learning the key differences in values and cultural expectations among different Hispanic segments can help your business attract, recruit and retain the best employees.
This presentation will focus on how you can best reach and retain diverse workers by understanding varying levels of acculturation, differences in values, and how to increase productivity and retention among your diverse workforce.
Crafting the Customer Experience for People Not Like You: How to Delight & Engage the Customers Your Competitors Don't Understand
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 f oster 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.
Come Together: Generational Differences and How to Effectively Work with Someone Much Older or Younger than You
Matures. Boomers. Gen X. Gen Y. Or are they called Millennials? Why is Gen X called "X"?
Why don't Boomers realize there's more to life than work? And why don't Millennials realize that their 5:00pm yoga class does not take precedence over a client deadline? What happened to "paying your dues"? Why doesn't my supervisor praise me and appreciate me for all the great things I do every day?
These questions are being asked and grumbled about in every office everywhere in the country. Any time two or more generations work side by side, there are going to be potential differences in the approach to work and collaboration. But never have the differences between these generations been so profoundly marked as they are now. Why? And more importantly, how do you learn to work with someone who has such a different approach to work, not to mention their values and priorities?
This presentation focuses on key generational differences and how you can work effectively with someone much older or younger than you -and enjoy it!
Changing Demographics & How This Affects Your Business, Today & Tomorrow
The 2010 Census numbers are in and the findings are startling and profound. One in three
Americans is not White. Four states have "minority majority" populations. Young people increasingly are opting not to get married. Asians have the highest household income of any race or ethnicity. Rural communities are losing population fast.
Now, more than ever, it's imperative that you understand the changing demographics of the communities and groups you serve. How can you best serve a local community or organization if you don't know what your community looks like today?
And the changes in demographics take many forms: racial, ethnic, gender, generational, sexual preference, linguistic, even lifestage and level of affluence, to name a few. Diversity of thought helps companies stay leading-edge and proactive as well. And learning about
differences in values among different groups is the key to maximizing relationships,marketing
efforts and business opportunities.
This presentation will focus on why changing demographics and diversity are business opportunities and how these changes affect your business today and tomorrow.
Tips & Tricks for Taking Social Media to the Next Level
So you're blogging, tweeting and posting away and your fan base and followers are growing accordingly. Now what? What are the next steps in social media? How do you monetize it, track it and keep it growing?
This session will focus on how to use social media to build your brand and elevate your B2B marketing. The social media landscape is changing fast and new tools are entering the picture that make consumer connection, dialogue and purchase influences easier and better than ever. This session will cover key tips on what's new in social media marketing as well as best practices and top tips to try. Along the way, a few social media marketing myths will also be shattered
Kelly McDonald is a marketing and advertising expert and considered one of the nation’s top experts in multicultural marketing and consumer trends.
Her client experience includes brands such as Toyota, State Farm, Nike, Harley-Davidson, Miller-Coors, and Sherwin-Williams.
Kelly was named #1 on the list of “26 Hot Speakers” by Successful Meetings Magazine.
Advertising Age has twice named her company one of the top ad agencies in the U.S.
She has been featured on CNBC, in Forbes, BusinessWeek, Fast Company, on CNNMoney.com and on Sirius/XM Radio.
She is the author of two books. Her first, “How to Market to People Not Like You”, was #7 on the list of Bestselling Business Books of 2011 and her latest book is titled “Crafting the Customer Experience for People Not Like You”.