Get yourself on the road to a more profitable practice!

Course Testimonials

  • Georgia Karargyri

    This was one of the best courses I have ever attended. It completely changed my professional life and gave me the tools to communicate better with my patients. Since the course my private income has increased over 90%, but even more amazing, my patients have had treatments with the latest technologies and materials because I can now help them understand better the benefits of these treatments. Sign up for it immediately!

  • Roberta Rizzi

    Your course is really inspirational and energising: I have felt really motivated and focused since back in surgery and I have immediately experienced an increase in my private income. I am really committed to following your methods and your advice, I have found them absolutely life-changing. Thanks to your books and your course I have discovered how full of prejudices I am ( above all, that one toward money) and how bad my listening can be

  • Dr Andrew McSweeney

    Thank you for the webinar last night. Just thought I'd share something quite amazing with you; I've just "closed" £2k of anterior crowns on a patient. I hardly ever manage to secure treatment plans like that, all from the methods you mentioned in your webinar. Mostly from asking questions and from trying to describe solutions in a more exciting way using the patient's language, and then asking her to book in today rather than advising her to "have a think about it"

  • Dr Ravi Solanki

    We are excited to continue to work with you as so far it has had the biggest impact on our business, we have already received a significant return back on our investment and staff morale

  • Dr Gerwyn Rolands

    Essential changes like don't bring up the plan on the phone, photo book, video reviews and hand out some business cards together with asking for referrals alone has made your visit more than worth while.
    I genuinely feel you have given me a blueprint to up our customer service to the next level. I can't wait for your next visit

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About Ashley Latter

Please allow me to share a little bit of background about me and how I ended up coaching dentists. (It’s a great story).


In 1997 two dentists together with 15 sales people from other industries took Ashley’s course. To be honest, when they left the programme on the second day he did not think they had enjoyed it, however, he promised that he would call them to follow up.

From two dentists, Neal Sampson and Barry Oulton, Ashley has now delivered his programme to over 8000 dentists worldwide.  An added bonus is that Neal is today is one of Ashley’s best friends and their families have enjoyed holidays together both in the UK and abroad.

The Ethical Sales and Communication programme is legendary in the U.K. dental world and is probably the most sought after one in dentistry today. Ashley has delivered it in 14 different countries, including Estonia, Serbia Canada and five times in the USA.

Apart from the Ethical Sales and Communication course, Ashley delivers other programmes including The Advanced Ethical Sales and Communication Programme, Creating a World Class Patient Journey, Public Speaking Course for Beginners, A Reception Programme - How to Turn Telephone Enquiries into Appointments and his Life Skills Bootcamp which is a kids course where he teaches 16-24 year olds skills to help them sell themselves better in interviews, develop extra self-confidence and a more positive attitude.

Ashley also works with a very forward thinking group of dentists and orthodontists on the Serious Players Club, which is an Entrepreneur group. Ashley is the author of several books including; Helping patients to say YES, Don’t Wait for the Tooth Fairy - How to communicate effectively and create the Perfect Patient Journey and You are worth it - Communicate your fees with self-confidence and achieve the income your services deserve. He wrote a chapter in Dental Masters and has written and published hundreds of articles.

In 2014, Ashley was voted number 12 in top 150 most influential people in UK Dentistry and he was the only overseas speaker at the 100th Dutch Dental Conference, which was opened by the King of Holland.

Ashley has delivered over 23,000 hours of business coaching to the dental industry all over the world. 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 £200m worth of extra dental treatment in an ethical way world-wide.

When he is not delivering presentations (over 140 in 2014), he has an extremely busy personal life. He is married to Graziella, with two daughters Enrica and Martina. He has lived in Manchester all his life. In any spare time he has, he enjoys keeping fit, walking with his family in the Lake District, going to concerts and loves reading personal development books, over 25 books a year. He has run  three marathons raising money for cancer research and has also delivered his programmes a few times for charity. He is a passionate Manchester United supporter, and has had a season ticket at Old Trafford for over 40 years.

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