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’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.

How to Work With & Lead People Not Like You

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.

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

This session will show how companies, brands and products struggling to differentiate them- selves 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 expectation.

Audience takeaways:

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

Often women who work in predominantly male industires 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 “peoople 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 – in fact, it is constructive for your team and your organization. Assertiveness is a management and performance quality that is highly charismatic and appealing.

Audience takeaways:

Six Consumer Trends You Need to Leverage Now

Consumers–and their behavior–are changing at lightning speed now. The companies that stay abreast of rapidly changing consumer trends win :in business growth,loyalty and customer satisfaction.

Audience takeaways:

• Consumer communication preferences.
• Customized service and access.
• Technology and the ensuing expectations it puts on businesses(especially financial services).
• Desire for simplicity.
• Millennials craving for information that doesn’t make them feel stupid.
• The shifting view on frequent job changes.

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. 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