Market to, Work with & Lead People Not Like You
Franchisees are in a unique situation when it comes to business: they don’t control the product, they don’t usually control the marketing, and they don’t typically control pricing. These are things they have little or no control over – the franchise brand takes care of that.
However, the one thing that is COMPLETELY in their control at all times is the customer experience. This is the first-hand interaction and experience that the customer has with the brand, so it’s arguably the most important aspect of all.
But we are not all the same – what a 75-year-old woman wants may be very different than what a 25-year old wants. What a busy mom values may be different than what a busy executive values.
How can franchisees create exceptional, delightful and memorable customer experiences for all of their customers? How do you deliver an amazing experience for someone who is not like you?
In “Crafting the Customer Experience for People Not Like You”, Kelly shows franchisees five key principles for creating an exceptional customer experience for all different kinds of people. From generational differences to men and women, different racial and ethnic groups and even core values, Kelly takes your franchisees through simple, no-cost, effective ways to enhance and heighten the customer experience for every kind of customer.
It’s the one thing that is in your franchisees’ control at all times. And it’s the aspect of business that matters most of all.
Crafting the Customer Experience for People Not Like You
Kelly McDonald is a marketing and advertising expert and considered one of the nation’s top experts in multicultural marketing and consumer trends.
Her multi-unit/franchise client experience includes brands such as Burger King, Toyota, Harley-Davidson, CertaPro Painters, and True Value.
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”.
Partial Client List:
- Ace Hardware
- BlueCross BlueShield
- Burger King
- CertaPro Painters
- Franchise Marketing Association
- Halloween Express
- James Hardie Contractor Summit
- Mattress Firm
- Nationwide Insurance
- Outdoor Living Brands
- Paul Davis Restoration
- Pizza Patrón
- Quality Chek’d Dairies
- State Farm Insurance
- True Value Hardware
Kelly has spoken at our Harley-Davidson University conference four times. We keep bringing her back because our dealers request her and her information is so important to them. She gives them the tools they need to create customer satisfaction and she does it in a fun and high energy way that makes her one of our dealers’ favorite speakers.
We have had Kelly speak at our Spring & Fall Conferences multiple times. She has several different business topics that our franchisees need and she is a favorite of our store operators. We also bought each attendee a copy of her customer experience book, since that is where our focus is now with all of our stores.
We’ve had Kelly keynote at our convention twice and our franchisees love her. She understands the relationship between franchisor and franchisee and delivers specific take-aways that our franchisees can act on immediately to grow their business. We chose Kelly because of her focus on crafting an exceptional customer experience and that’s what CertaPro Painters is all about, delivering “wow” experience for our customers.
Thank you for the wonderful presentation you made at our Annual event. Everyone I’ve spoken with has stated that they were very impressed with your energy and keen insights. We couldn’t have had a better speaker to cap off our event.
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, lifestage, 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 Delight & Engage the Customers Your Competitors Don’t Understand
This session will show how franchise owners, 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.
- 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.
- Specific strategies and tactics will be discussed as well as Do’s and Don’ts.
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.
- Participants will learn key market segmentations and the values associated with each to better understand customers and coworkers.
- Special attention will be focused upon key generational segments, African-American, Asian and Hispanic consumers and the importance of relating to different cultures.
- Attendees will learn about the Four Levels of Acculturation. Best practices from other franchise organizations and specific strategies will be shared to illustrate how you can better connect with others who are different from you.
- Best practices from other franchise organizations and specific strategies will be shared to illustrate how you can better connect with others who are different from you.
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.
- 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.
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? This presentation will focus on why changing demographics and diversity are business opportunities and how these changes affect your franchise today and tomorrow.
- The four biggest findings from the 2010 Census and what they mean for your franchise 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 generation’s 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.
- Specific strategies for developing effective diversity initiatives will be reviewed. Do’s and don’ts will be covered.