Kelly McDonald

Kelly McDonald

Crafting the Customer Experience for People Not Like You
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Program Descriptions

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 tech­ nology 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 differ ences 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 moti­ vated 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 com­ municate, 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 impera­ tive 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.

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


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 par­ ties arrive at a place of mutual benefit. And being assertive is not at odds with teamwork- in fact, it is constructive for your team and your organization. Assertiveness is a management and performance quality that is highly charismatic and appealing.


  • 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 associates

    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.

  • 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

    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.

  • 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.

    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.

  • The four biggest findings from the 2010 Census and what they mean for your business right now.
  • Key market segmentations and the values associated with each to better understand customers and coworkers.
  • The differences between generational segments and how the varying wants and needs of generations impacts the service you provide.
  • Common obstacles will be reviewed in order to avoid communication or service mistakes, both internally and externally.
  • Specific strategies for developing effective diversity initiatives will be reviewed. Do's and don'ts will be covered.
  • Why Book Kelly McDonald?

  • Kelly is a marketing and diversity expert as well as founder of the McDonald Marketing Company, twice named one of the top advertising agencies in the U.S.

  • She speaks professionally to small businesses and corporations about marketing insights, social media strategies, and interpersonal relationship development, all with a special focus on "How to Market to People Not Like You" - also the title of her first book.

  • Videos

    Biography Read more

    Kelly McDonald is a nationally recognized marketing expert, with deep specialization in diversity marketing and business trends. She was named #1 on Successful Meetings magazine’s list of “26 Hot Speakers.”

    Kelly 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.”

    She has been featured on CNBC, in BusinessWeek, on and on Sirius/XM Radio. She works with clients such as Toyota, Harley-Davidson, Sherwin-Williams, State Farm and Miller/Coors. Her company, McDonald Marketing, has twice been named one of the top advertising agencies in the U.S. by Advertising Age magazine.

    As a professional speaker to businesses and organizations, Kelly shares marketing insights and teaches strategies and tactics for cultivating diverse consumers emotionally, rationally and with cultural relevance. Her topics are always customized to the specific industry and localized geographically as appropriate.

    Kelly is a member of the National Speakers Association.

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