21TOT-15A: How to Market, Sell and Serve People Not Like You

Focus Session | Speaker: Kelly C. McDonald

To generate new revenue, you have to win over the clients you’re not getting but could be. How do you form a connection with someone who is completely different from you? Whether it’s gender, age, life stage, race, ethnicity or even communication preferences, you need to be able to break through barriers to connect in a meaningful way. McDonald discusses how marketing to people’s values is the way to greater sales profits and client loyalty. Using consumer insights and real-world, relatable examples, she shows you how to create a deep, values-based connection between you and your clients and prospects.