The future of NHS orthodontic treatment is uncertain. As an orthodontist it is more important than ever to be an excellent communicator with strong interpersonal skills so that you feel comfortable discussing fees ethically, can gain commitment from patients and ultimately achieve the income your services deserve. Clearly technical ability including diagnostic skills are paramount, however a patient will typically choose a friendly orthodontist with a caring attitude who is able to put a nervous patient at ease. Patients are more likely to understand good service than they are excellent orthodontic treatment. This is particularly true where young children are concerned. You need to get on their level and help them enjoy it. You also need to be able to influence parents to pay for their children's treatment when they don't qualify for NHS.



This two day Ethical Sales and Communications Programme will equip you with the necessary tools and self-confidence to feel much more comfortable communicating your fees ethically, see an uptake in treatment plans and achieve the income your services deserve. You will learn how to sell more private orthodontic treatment ethically and breakfree from the NHS treadmill

  • Build instant rapport with patients
  • Understand the emotional reasons affecting patient decisions
  • Develop outstanding communication skills
  • Overcome patients concerns ethically
  • Eliminate waffle and intimidating technical jargon
  • Talk fees with re-assurance and confidence
  • Create a world class patient journey in your dental practice
  • Get more patients to say YES!

"Ashley Latter has probably been the biggest inspiration for me. When the NHS contract changed, I was in a position where I didn’t have the confidence to do private work. I did a little, but I didn’t really know where to go with it. I went along to a two-day training course he ran for orthodontists, and he helped me believe in myself, and what I could achieve. He gave me an outside perspective and helped me improve how I communicate with patients, and understand that you can give people choices rather than hard selling, and that was a key thing for me. In terms of inspiration, and giving me the confidence to go for it, I owe it all to Ashley”
Catherine McCanny, Specialist Orthodontist, St Michael's Orthodontics


Ethical Sales and Communications COURSE


This Ethical Sales and Communication Programme is legendary in the UK dental world and is probably the most sought-after programme in dentistry today.


This programme is suitable for orthodontists, dentists, treatment coordinators, specialists and team members.


Would you like more orthodontic treatment plans accepted and paid for by your patients?
Do you want to learn how to influence parents to pay for their children's treatment when they don't qualify for NHS?
Do you feel that your treatment is worth more than you are getting paid?
Do you want to create a world class patient journey in your dental practice?

If the answer to any of these questions is YES then the Ethical Sales and Communication Programme is the course for you


My programmes are not lectures. They are interactive workshops comprising a mixture of presentation, facilitation, discussion and hands on coaching.




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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