Crafting the Customer Experience: How to Market & Sell to

People Not Like You

Diversity Comes in Many Forms• Gender

• Religion

• Political views

• Age/Generation– Matures (seniors)– Boomers– Gen X– Gen Y

• Gay/Lesbian

• Physical abilities

• Rural / Metro

• Military/Civilian

Diversity Comes in Many Forms• Racial

– White, Black, Asian, Native American, Pacific Islander

• Ethnic/Linguistic– Hispanic, Indian, etc.

• Nativity– Foreign-born or U.S. born

• Lifestage– New moms/dads, retirees, college students, empty-nesters

• Lifestyle/Affluence– Working poor, middle class, wealthy

• Core values– Environmentalists, vegetarians, home schoolers

Understanding Someone Different from You Means Understanding

Their Life

Their prioritiesTheir values

The experiences that define themTheir perspective

Try This Exercise!• When asked to name how Kennedy died…

• Matures & Boomers– Gunshot in Dallas

• Gen X– Plane crash near Martha’s Vineyard

• Gen Y– “Kennedy who?”

Who is Ron Howard?

• Matures

• Boomers

• Gen X & Gen Y

10 Strategies for Marketing, Selling & Working with

People Not Like You

#1: Be Relevant• Identify what people want, then give it to them

• Example: Target vs. K-Mart

• Relevance: “Style on a budget”

• Benefit: value with dignity

Figure out Your FAB

• Features• Attributes• Benefits

FAB Example: My Car• Feature:

– Bluetooth technology

• Attribute:– Hands-free talking

• Benefit:– Safety

Strategy #2: Build Your Infrastructure

• Diversity efforts require examination of infrastructure

• Angelika theatre in Dallas:

#3: Recognize Different Needs / Values

Macy’s Products Differ by RegionSalt Lake City Atlanta

Burger King Adjusts Their Menu• New York – Bagels • Birmingham - Biscuits

Sometimes it’s Not What, But How

Selling to Women

Value expansive choices, seeing all options

Selling to Men

• Want choices simplified• The “magic number” is 3

Selling to Millennials• Millennials (18-35) want

to feel the brands and companies they choose are improving society

• Working with other bright, creative people

• Local business is king

#4: Foster a Culture of Empathy

Hire the Right Person, Not the Resume

• Many jobs are “teachable” jobs

• Don’t be afraid to recruit from “new ponds”

• Awesome people are awesome everywhere

Empathic Employees are Attuned to Subtleties

They’re Gracious…Always

• They see the person, not just a customer

They’re Not Defensive When Things Go Wrong

“We’ll take care of it”

#5: Relieve Pain

Different Customers Care About Different Things

• Women want security & great personal service

Men Hate Ironing• Omni Hotels learned that men hate ironing

• Their “Select Guest” program now offers free ironing of two garments

How Do You Know What the Pain Points Are?

Ask!Get Feedback from Associates

Associate Feedback

#6: Customize Products or Experiences

McDonald’s Experiments with Customization & Fresh Offerings

Customization Lifts Business– Ignites Passion

#7: Pay Attention to Trends

Social is everything

New Products Meet Demand for Connectivity

Trends, Not Fads….

Social Seating on Flights

#8: Show People As They Really Are

• People want to see the real real• Families are not “one size fits all”

Use Contemporary Imagery

• 40% of people 18-35 have four + tattoos

Tattoos + High Income Mix

#9: Keep It Short• Listicles: bite-sized portions, highly consumable• “info snacking”• Sharable

#10: Helping Beats Selling

“We don’t need information.We need advice.”

Your TurnTurn to your neighbor and discuss one

thing you learned here today that will help you in your role or working with people

and customers not like you

©2016 McDonald Marketing3700 Quebec Street

Suite 100-360Denver, CO 80207

214-880-1717, Fax 214-880-7596 kelly@mcdonaldmarketing.com

All rights reserved. No part of this material may be reproduced

In any form without permission by the author.

For more information aboutconsumer trends and the customer experience, contact

Kelly McDonald at 214-880-1717 or kelly@mcdonaldmarketing.com