Kelly McDonald

It’s Time to Talk About Race at Work: How to Make Progress on Diversity, Equity & Inclusion

Corporate America is not very diverse; we’re a long way off from having equal representation of people of color in many organizations, especially in key executive and leadership positions. Many leaders want to create change, but don’t know how.  How do you know where your blind spots are that can create obstacles for diverse talent?

And how do you address the issues and comments that come up when employees feel nervous, resentful or uncomfortable as you make headway on diversity, equity and inclusion in your organization?

Your intentions may be sincere and heartfelt, but intentions aren’t enough.  If you don’t know how you come across to others and you don’t know how to build bridges, people can be offended, jobs can be lost, and lawsuits can be filed.  This session (and the book) does not approach this from the standpoint of social activism, political ideology or an HR perspective. This is the roadmap for how businesspeople can successfully create a fair and equitable workplace, one that recognizes diverse talent and fosters productive and constructive conversations across different perspectives that make business better – for everyone.

Not a bunch of theory, this session provides specific, actionable, no-cost tactics that you can implement immediately.  When it comes to talking about race at work, attendees will move from “uncomfortable and unsure” to “confident and empowered”, using proven tools that get real results.  And that’s language everyone values.

This session will illuminate:
– The well-intended things people say that are hurtful or offensive to others
-The excuses people use to avoid doing anything about diversity
– Why your diversity & inclusion efforts haven’t done the job

You’l learn:
– How to talk about race in helpful and positive ways
– Answers to tough employee questions or racist remarks
– Where to start when you don’t know where to start – an 8-step framework that will show you, step-by-step, how to become a more diverse and inclusive company, department or team.
– How to effectively recruit, interview and support diverse candidates
– How to build business relationships with people who are different from you
– For leaders, how to set the example, reduce tokenism, and deal with naysayers and derailers.  How to avoid “Launch & Abandon” with your diversity efforts.

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 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 – it’s about influence, forming connections and building trust. It’s the ability to move the business forward.

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

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 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. Ifs an empowering thought. Customer service is 100% in your control at all times and its 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.

How to Wow, Work With & Win Customers NOW

Right now, your customers need you more than ever. But not in the usual way. What your customers want and expect from you now is radically different because we’ve changed the way we work in some fundamental ways. Now, more than ever, you must differentiate yourself and your company on the experience that your customers have, rather than simply the products and services you offer.

You now have a unique opportunity to “wow” your customers, by demonstrating that you have their back and that you’re here to help and serve them as they navigate whatever is around the next corner.

You can work with your customers in new ways by being “quietly helpful”. The work you do now, in this way, will position you for the WIN:  how you, your company, brand, people and products will be seen long-term, not just when times are difficult or uncertain.

In this session, you’ll learn new approaches and mindsets that will make you better, smarter, and more  effective in serving your customers – and you’ll cement the bond for increased sales and loyalty.

This session will cover:
– How to address the concerns your customers have right NOW – and how you can tie those into exceptional sales and customer service
– How to stay visible without spamming your customers
– 5 low-cost, no-cost action items that you can apply immediately
– What to do – and NOT do – when things go wrong
– Consumer trends and insights to leverage to grow business now

How to Market, Sell to & Serve People Not Like You

If you could grow your business simply by marketing to your existing clients and raking in more referrals, making money would be a cakewalk. But to generate new revenue, you have to win over the customers and clients you’re not getting, but could be.   Now, more than ever, it’s important to reach new prospects in different ways to grow your business.

It’s imperative to form a connection with customers and prospects in order to earn their business. This is especially true in the highly competitive veterinary services industry, where “connection” and “care” go hand in hand.  But how do you form a connection with someone who is completely different from you?  Whether it’s gender, age, lifestage, race, ethnicity or even communication preferences, you need to be able to break through barriers to connect in a meaningful way, build trust and differentiate yourself from your competition.

Understanding your customers’ values is how you will reach new customers’ hearts, minds, and, ultimately, their wallets.

People spend money on what they care about.   Show your customers and prospects how you fit into what they need and what they value, and they’ll show you the money.   By recognizing people’s differences and just tweaking your product, message, approach or marketing efforts to reflect their values, you’ll get the business.

Using consumer insights and real-world examples from successful companies, retailers and other organizations, “How to Market, Sell to and Serve People Not Like You” shows you how to create a deep, values-based connection between you and your customers and prospects.

You’ll learn:
– Five low-cost / no cost things you can do right now to grow your business with new customers and increase customer satisfaction and retention
– The do’s and don’ts of marketing to different customer segments and their values
– The major macro trends that affect your business – and all of us – and how to leverage them for growth & customer satisfaction
– How to communicate in a relevant manner to stand out from your competition
– How to recover from a mistake in a manner that smooths things over EVERY TIME

Testimonials

“Of all of the speakers I’ve ever booked, Kelly is the best… and I’ve been booking speakers since 1996. Definitely the highest-rated speaker I’ve had this year. She was phenomenal, both in terms of content and delivery. And she had substance relevant to our audience. Kelly really knows her stuff. She delivered more than I thought was humanly possible.”
– National Education Association (NEA)

“Our employees and managers have heard Kelly speak on many occasions and she is always welcomed enthusiastically. Her ability to interact with an audience and infuse them with knowledge and insight make her a popular choice over other speakers who simply lecture.”
– Subaru of America

“Kelly’s understanding of the Hispanic market is amazing. She knows how to take a lot of information on a complex subject and bring it like a snapshot into clear focus for the audience.”
– YupiMSN

“Great lady, great information and great delivery! As an educational development person, I certainly couldn’t ask for more! As you can see from the evaluations, our participants gave you high marks again. You ‘WOWED EM’, Kelly!!!”
– Illinois Credit Union League

“Kelly, you did it again – and of course, I’m not surprised. You were one of the highest rated presenters of the conference…just like last year. Thanks again for helping make this a very successful travel conference. Your area of expertise will only become more and more relevant to AAA Travel.”
– AAA Travel Products