Grow Your Dental Practice with Ashley Latter

2 Day Ethical Sales and Communication Course [2020]

Ashley Latter
Ashley Latter
  • In 1997 two dentists took part on a Two Day Sales Course with  Ashley Latter. From these two dentist, Ashley has now delivered this two day format to over 14,500 dentists worldwide including the USA, Australia, Canada and all over Europe.

    Ashley has delivered over 24,000 hours of business coaching to the dental industry all over the world, probably more than anyone else on the planet. Simply, he is the best at empowering dentists and their teams to communicate with their patients, which results in a world class patient journey, more patients saying YES to treatment plans and increased profits for their practices. During the last 20 years, working with his clients and by tracking their results, he has helped them communicate and sell over £400m worth of extra dental treatment in an ethical way world-wide.

  • Ashley is also the author of two books, Don’t Wait for the Tooth Fairy and You are worth it 

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Day One



  • Discover the six biggest communication mistakes made by dentists

  • What is the ideal profile of someone who is successful in dental sales?

  • Learn how to operate outside the comfort zone and develop extra self-belief and confidence

  • Develop a more positive attitude of success and achievement

Building Rapport

  • Develop the skills to build relationships with potential clients

  • Develop the techniques to build credibility quickly

  • Develop the skills to lower client resistance/nervousness  and win them  over to our way of thinking         

  • Build rapport with patients of all different personality styles

  • Get patients to like you instantly and understand the importance of preparation

Ask the right questions to create opportunities

  • To understand the vital role effective questions play in selling our services/products

  • Learn how to lead your client through a comfortable, natural series of questions designed to get the information you need

  • Develop the skills so that that the client buys into our services and sees the need to take urgent action

  • Become a much more effective listener

  • Develop Ashley's unique four step questioning approach to a perfect consultation

  • Discover the six emotional reasons to understand the patients decision making process & why patients buy from you. 

Communicate in the language that excites your patients

  • Develop unique solutions to patients needs and buying criteria

  • Become creative when presenting our solutions to our clients

  • Become a more persuasive and powerful communicator in all situations.

  • Learn how to use evidence to back up what we say

  • Discover the language to excite and influence your patient

  • Communicate clearly and concisely, eliminate waffle and technical jargon.


Day Two


Communicate your fees with self–confidence and achieve the income your services deserve

  • Understand that patients don’t buy on price

  • Understand what is important to patients when they make decisions

  • Discover a five step approach so that you can communicate value when presenting your fees and eliminate price objections

  • Become more confident when discussing fees and never reduce the price in your head again

  • Develop 12 strategies that will make you feel more comfortable discussing fees and achieve the prices your services deserve

  • Learn how to charge more than your competitors and still hear a YES

Gaining Commitment in a Ethical Way

  • Learn how to gain patient commitment to your treatment with ease

  • Develop a process where patient buys into your services

Overcoming all your patients objections

  • Identify hidden objections

  • Use "cushions" to help resolve objections and avoid conflict

  • Learn the skills to effectively resolve objections and create win win

  • Think on your feet and demonstrate self-esteem and confidence

  • Develop a five step approach to overcome all your patients objections

Follow up/ World Class Customer Service

  • Learn how to follow up effectively

  • Stand out from the competition

  • Learn how to ask for referrals and build a pipeline of new clients to your door.

  • Provide a World Class experience for your patients

  • Create a seamless patient journey so that the baton never gets dropped.

  • Ring fencing your patients and increasing your assets

Apply the Sales Process

  • Apply the whole process from start to finish

  • Develop new behaviours that stick


"We cannot recommend this programme highly enough; it was one of the most important and beneficial courses many of us have taken : in fact we are all taking it again ourselves!"

 Dr Paul Stone

"Ashley provides a structure to communicate effectively. It centred around rapport building, actively listening to our patients, utilising simple language that our patients understand, establishing the emotional connection or impact that their current dental problems are having in their life and structuring a plan by giving hope and directly giving the patient the solution and focusing in on the benefits of the treatment....I found Ashley highly entertaining, engaging, thought provoking, intelligent and inspiring to learn from and implement required changes...I would certainly recommend this course even to the most experienced, successful dentists as there is always concepts to revise, or something to take away and learn."

Dr Matthew Casey

"Thanks so much for a fabulous course - it was a revelation...Definitely worth the trip all the way from down-under. The course continued for Prashant and I on the 26 hour flight back home and I think I was overcoming sales objections (something I am not usually comfortable with) in my sleep on the plane!! I will keep in touch and let you know how well it goes with my patients." 

Dr Khaled Zoud

"Just returned home after a long but exciting day seeing 4 new patients, all of whom have accepted treatment. At least one or two of the new patients would not have done so if it was not for my new found skills. 
Granted my delivery is far from perfect but the level of comfort and ease created via your approach makes the first appointment far more fun and pleasurable for both."  

Dr Prashant Patel 

"Although I was initially sceptical about the value of this course, I was refreshingly surprised to find that Ashley’s approach was the polar opposite of the “hard sell” tactics promoted by others, that treat our patients and profession with contempt. Ashley presented a methodical, comprehensive and well-structured course that caters for all spectrums of private dental practice that I highly-recommend for all dentists and staff. His candour, knowledge and approachability make this course on patient communication and ethical sales techniques a "must do" for anyone who takes the business of dentistry seriously."

Dr Angelo Lazaris

"It’s now been almost 3 months since I took 2-day Ethical Sales Course and my practising life has changed dramatically." 

Dr Bill Schaeffer

DEA has been delivering successful event outcomes for over 6 years within the dental industry. Whether you are hosting a national or international conference, DEA understands how important delivering a truly innovative and memorable conference is for you and your organisation. With our group of experienced and creative professionals, we will work with you every step of the way, acting as both your dedicated mentor and partner.

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