Ashley Latter Dental Sales Training

Ashley Latter Dental Sales Training Enhance your communication skills and deliver the dentistry that you love to do and your patients want I have lived in Manchester all my life.

In 1997 two dentists together with 15 sales people from other industries took my course. To be honest, when they left the programme on the second day I did not think they had enjoyed it, however, I promised that I would call them to follow up. From two dentists, Neal Sampson and Barry Oulton, I have now delivered my Ethical Sales and Communication Programme to over 9,500 dentists worldwide. An add

ed bonus is that Neal is today is one of my best friends and our 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. I have delivered it in 14 different countries, including Estonia, Serbia Canada and five times in the USA. Apart from the Ethical Sales and Communication course, I deliver 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 we teach 16-24 year olds skills to help them sell themselves better in interviews, develop extra self-confidence and a more positive attitude. I also work with a very forward thinking group of dentists and orthodontists on the Serious Players Club, which is an Entrepreneur group. I am 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. I wrote a chapter in Dental Masters and have written and published hundreds of articles. In 2014, I was voted number 12 in top 150 most influential people in UK Dentistry and I was the only overseas speaker at the 100th Dutch Dental Conference, which was opened by the King of Holland. I have delivered over 23,000 hours of business coaching to the dental industry all over the world. I empower 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 my clients and by tracking their results, I have helped them communicate and sell over £200m worth of extra dental treatment in an ethical way world-wide. When I am not delivering presentations (over 140 in 2014), I have an extremely busy personal life. I am married to Graziella, with two daughters Enrica and Martina. In any spare time I have, I enjoy keeping fit, walking with my family in the Lake District, going to concerts and I love reading personal development books, over 25 books a year. I have run three marathons raising money for cancer research and have also delivered my programmes a few times for charity. I am a passionate Manchester United supporter, and have had a season ticket at Old Trafford for over 40 years.

24/11/2025

Entrepreneurs: The Unsung Heroes of the Country

Two weeks ago, I stood along with a couple of hundred Mancunians at our local church for Remembrance Day. It is a time to reflect the true heroes of the country and a time to say thank you to the sacrifices they made, so we can enjoy our lives here in the UK.

Today, I want to salute the other unsung heroes of the UK, all the people that run their own businesses and in particular my marketplace, all the people that run their own Dental Practices. Entrepreneurs stand as the unsung heroes, driving innovation, creating jobs, and fostering economic growth. These resilient individuals often work behind the scenes, laying the foundation for a thriving Dental Practice, often working seven days a week, and even on their down time with family and friends, they will always be thinking about their Dental Practice, yet seldom do they ever receive the recognition they deserve.

True Entrepreneurs take risks, they take large loans often against their own property and when it is a startup, they do not pay themselves a wage for many weeks, months and in some cases several years, so that their Practices can make a profit. Everyone else gets paid before they do. The one common denominator of a Practice Owner is that they all have a tale on how they struggled to meet at least one payroll.

Practice Owners create jobs, provide employment opportunities, reduce unemployment rates, and contribute to a more robust and diverse economy. They pay significant amounts of tax and must deal with increasing amounts of bureaucracy from stupid governments. They succeed, despite governments and the hurdles they place in front of them.

Entrepreneurs are inherently resilient, when they get knocked down, they often get back up again, only to be punched again. Yet, entrepreneurs persist, driven by their passion and vision for a better future. Any profit they make is often re-invested in staff training and in new equipment.

Despite their significant contributions, entrepreneurs/Practice Owners often go unrecognized. The journey of entrepreneurship is not glamorous; it involves long hours, financial risk, and the burden of uncertainty. Entrepreneurs invest their time, money, and energy into ventures that may not always succeed. Do not even talk about the sleepless nights they have.

So today, as we enter the final few days, before our Socialist Government unearths more tax rises and more rules and regulations in this week’s budget. I salute you all and in my eyes you are all heroes and I want to thank you for everything you do for your communities and for the lives of the people you employ.

great podcast
13/11/2025

great podcast

In this episode of "Two Reds are Better than One" podcast, Chris and Ashley explore a variety of customer service experiences from their travels, highlighting both excellent and poor examples. These stories offer valuable lessons for dentists and practice owners. The insights shared in this episode....

13/11/2025

Ashley Latter, the renowned communication coach who helps dental teams with their sales technique, discusses his new book: The Perfect Dental Consultation.Th...

01/09/2025
🚀 New Release! The Perfect Dental Consultation by Ashley Latter 📘Discover the 8 essential steps to increase treatment pl...
25/08/2025

🚀 New Release! The Perfect Dental Consultation by Ashley Latter 📘

Discover the 8 essential steps to increase treatment plan acceptance, boost patient trust, and charge the fees that your services deserve! All in an ethical manner

👉 Order now at ashleylatter.com and get Ashley’s brand-new online programme

FREE: How to Overcome Price Objections when patients say they can get the treatment 'cheaper abroad'.

Start having more patients say YES today!

22/08/2025

Price is an issue but it very rarely is the issue. I normally find it is the dentist that has the issue not the patient.

If you find Discussing Fees a challenge or you discount your fees i  your head then I share several strategies to make t...
19/08/2025

If you find Discussing Fees a challenge or you discount your fees i your head then I share several strategies to make this easier for you.

18/08/2025

My Brand New Book The Perfect Dental Consultation is now available to purchase at www.ashleylatter.com

After 28 years of coaching dentists worldwide… the wait is finally over! 🎉My brand-new book The Perfect Dental Consultat...
18/08/2025

After 28 years of coaching dentists worldwide… the wait is finally over! 🎉

My brand-new book The Perfect Dental Consultation is AVAILABLE NOW.

It’s your step-by-step guide to mastering the consultation and helping more patients say “yes” to treatment.

✅Learn the 8 essential steps to the perfect consultation.
✅ Learn how to confidently present fees
✅ Stop unnecessary discounting
✅ Increase treatment acceptance rates
✅ Do more of the treatment that you love to do and most importantly- your patients want!

This is a must-read for every dentist and dental team member.
🔗  Link in bio

As an additional thank you- You will receive the short online programme that discusses how to overcome the objection when patients say they can get the treatment cheaper abroad.

I really hope you enjoy the book and thank you for all your constinued support.

Ashley

13/08/2025

Top of Ravens Crag on the Lake District

Today, I coached two clients who are Dental Technicians. They are preparing a series of pitches for a major UK Corporate...
11/08/2025

Today, I coached two clients who are Dental Technicians. They are preparing a series of pitches for a major UK Corporate, which is also one of my clients. (Stay with me; there’s a lesson for us all at the end.)

They shared their presentation with me. It was a solid 7 out of 10. They had a compelling story, polished slides, and were overall good presenters.

However, I asked a question: considering this could lead to a million pounds order, and a long-term relationship, what could you do to ensure it’s a 10 out of 10 presentation?

This question took them by surprise. Here are a few of my suggestions to elevate their presentation to a 10/10 and increase the chances of securing the business:

    1    Engage with Decision Makers: Discover their biggest challenges with current suppliers.
    2    Identify Needs: Ask what three things they wish their new Lab could offer that their existing one does not.
    3    Consult with Dentists: Learn what they desire.
    4    Offer Training: Provide courses to help dentists adapt to the digital world, available via Zoom or in-person.
    5    Make a Unique Offer: Consider offering the first job for free, with a follow-up call scheduled with the dentist after delivery.
    6    Include Testimonials: Real-life client stories are ten times more effective than self-promotion.

By incorporating these elements, their presentation could move closer to a perfect ten. I left them with some tasks to complete.

Now, consider this: when thinking about a consultation you might have today or this week, rather than seeing it as just another presentation, imagine it could be worth a million pounds to you or the Practice. Would you act and behave differently? What changes would you make?

Just a thought—this might be a valuable topic for your next team meeting.

Feel free to discuss this with your team and see how it might inspire a shift in your approach!

10/08/2025

Stunning scenery today on Lancashire.

Address

Church House, Church Green
Manchester
M262QA

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