Kelly McDonald

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

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You’ll learn:

• How to talk about race in helpful and positive ways: do’s & don’ts
• 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.

Diversity in the workforce is a hot topic. Many employers are under pressure to make sure their workforce and employee base is diverse, inclusive and representative of the customers they serve. The most progressive organizations value diversity because they realize that a diverse workforce has positive impact on the bottom line. Such a workforce doesn’t just lead to better decisions and solutions and innovation - it has been proven to grow business and profits. And a diverse workforce doesn’t just mean employees of different racial and ethnic backgrounds; it can also mean diversity of thought.

There are numerous ways we can be “diverse”: A new mom is in a very different place than one who is an empty nester. Someone with a master’s degree is very different than someone who went to a vocational/technical college. Someone who is foreign-born is different than someone who is U.S. born. “People not like you” takes away the baggage that is often associated with the word diversity and frames the subject in a more relatable way. We are ALL dealing with people “not like us”. Sometimes that can be frustrating, but it doesn’t have to be.

When working with people who are not like 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. 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 takes the topic of work and leadership to a new place – one that is getting more attention every day and will continue to do so.

Learner Outcomes:

• You’ll learn why diversity at work is important, but why it seems so hard to work with people not like you. And why that makes you NORMAL, not a bad person. You’ll learn why it often comes with stress, complex emotions and even fear for some people.
• Specific tactics will be shared for 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, three key steps to make a diverse team work more cohesively, more productively and enjoyably.
• The four key words that will transform how you interact with your colleagues and associates in tough situations to get the best outcome. How to troubleshoot the complex issues and address the “derailers” and naysayers that lurk within every organization and threaten its success.

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It appears WFH and working virtually is here to stay – at least for the foreseeable future. That means you need to acquire new skills now – to wow your boss and provide your customers and colleagues an exceptional experience, just like you did when you could see them and work with them face-to-face.

When it comes to meetings and discussions, all we have now is our on-camera image and conduct. Your personal “brand” is reduced to a small square on-screen. It’s imperative to know how the strong skills you already have translate to the virtual world. It’s different, but not that difficult. Small actions, like gestures and “eye contact” seem larger than life in a virtual format, so it’s critical, to learn what works – and what doesn’t on camera.

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In This Info-Packed Webcast, You’ll Learn:

• First things first: the basic and inexpensive tools/equipment you need to look like a rockstar on camera – and simple tips and do’s & don’ts to make you look ultra-polished and professional.
• Tips and tricks for clothing, the do’s and don’ts of how to eat and drink on a virtual call, and camera tricks that make you look more awake & alert
• Specific tactics to communicate your value to your customers, colleagues or boss, so there is no doubt you’re the problem-solver and solution provider
• Specific examples will be used to illustrate effective techniques
• Do’s & Don’ts will be covered in detail

If you could grow your business simply by marketing to your existing customers 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 business signage industry. 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.

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.

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

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 that smooths things over EVERY TIME

It appears WFH and working virtually is here to stay – at least for the foreseeable future. That means you need to acquire new sales and customer service skills to provide your customers and prospects an exceptional experience, just like you did when you could see them and work with them face-to-face.

You know how to sell. You know how to communicate effectively with your customers. Now you just need to know how the strong skills you already have translate to the virtual world. It’s different, but not that difficult. And it’s critical, so you don’t lose the traction and momentum you’ve worked so hard to build. You can OWN and conquer this virtual world!

In This Info-Packed, Webcast, You’ll Learn:

• First things first: the basic and inexpensive tools/equipment you need to look like a rockstar on camera – and simple tips and do’s & don’ts to make you look pulled-together, polished and professional.
• The 5 most effective virtual selling techniques and why they work
• The most beneficial communication techniques and approaches that clients and prospects are receptive to and that demonstrate that you know how to provide exceptional service. And the EXACT words they need to hear from you now.
• How to communicate your value to your clients, so there is no doubt you’re the problem-solver and solution provider
• Specific examples will be used to illustrate effective techniques
• Do’s & Don’ts will be covered in detail