Ashley Latter's, 2Day, Ethical Sales & Communication Course - Sydney 2024

​Date: Fri, 8 Mar 2024 8:30 AM - Sat, 9 Mar 2024 5:30 PM AEDT
Venue: Fraser Suites Sydney, 488 Kent Street Sydney, NSW 2000 Australia

What makes a good dentist?

A great dentist goes way beyond his or her technical expertise. Studies at The Carnegie Institute of Technology revealed that about 15 percent of one’s financial success is due to technical knowledge and about 85 percent is due to skill in “human engineering”. In other words, your vast clinical knowledge can mean very little if a patient can’t trust and build rapport with you and they cannot understand you.

A great dentist must be able to communicate with self-confidence, clarity, and reassurance and good interpersonal skills are perhaps THE most essential quality. They don’t care how much you know until they know how much you care. These skills are typically not taught at dental school!

Since 1997, tens of thousands of dentists and their teams have taken part in this unique two-day which ultimately helps Dentists, Orthodontists, Treatment Co-ordinators and their teams create more opportunities within their dental practices, improve their uptake of treatment plans, achieve the fees their services deserve and deal confidently with patient objections. All this will ultimately improve the bottom-line results. It is probably the most sought-after programme in UK Dentistry and around the world.

If you wish to treat more patients with cosmetic treatments such as Orthodontics, Implants and other treatments, then this is a MUST ATTEND PROGRAMME

For further information -

Success Stories

“I delayed going on Ashley’s course for over a year. Don’t make the same mistake I did. Since taking his course my practice life has changed dramatically. My conversion rates for treatments have soared, but even more than this, I have MORE time…”

DR Bill Schaeffer, IMPLANT SURGEON & CO-FOUNDER OF THE IMPLANT CENTRE  The Number one Implant Dental Practice in the UK

"Although I was initially skeptical 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 patients and profession with contempt. Ashley presented a methodical, comprehensive, and well-structured course that caters to all spectrums of private dental practice that I highly recommend for all dentists and staff. Has candor, knowledge, and approachability make this course on patient communication and ethical sales technique a "must do" for anyone who takes the business of dentistry seriously"

Dr Angelo Lazaris

"After numerous role playing the energy was high, the room was buzzing and the laughter was always apparent. I found Ashley highly entertaining, engaging, thought provoking, intelligent and inspiring to learn from and implement required changes.

Dr Matthew J Casey

DAY ONE - Introduction

  • 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
  • Set course goals

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 stand out from the competition
  • 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 the client buys into our services and sees the need to take urgent action
  • Become a much more effective listener
  • Discover the six emotional reasons why patients buy cosmetic treatment

Communicate in the language that excites your patients

  • Develop unique solutions to 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, learn what deters them from taking up your treatment
  • Communicate clearly and concisely, eliminate waffle and technical jargon
  • Develop the correct language that excites and influences your patients to take action NOW


  • 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
  • Know your numbers
  • 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 talking money and achieve the prices your services deserve
  • Learn how to charge more than your competitors and still hear a YES

Gaining Commitment in Ethical Way

  • Learn how to gain patient commitment to your treatment with ease
  • Develop a process where patient buys into your services
  • Making closing easy and seamless, get the patient saying yes to the treatment, without hard closing techniques.

Overcoming all your objections

  • Identify hidden objections
  • Learn the skills to effectively resolve objections and create
  • Think on your feet and demonstrate self-esteem and confidence
  • Develop a five step approach to overcome all your patients objections
  • Understand the six different price objections and learn how to overcome each one with confidence

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

Apply the Sales Process

  • Apply the whole process from start to finish
  • Develop new that stick
  • Set performance goals
  • Learn how to get 5 star google reviews and video testimonials, and have patients delighted to do them for you

For further information please feel free to reach out: 

Payment Options:

Option #1: Payment in Full at time of registration via Eventbrite.

Option #2: Deposit & Final Payment*: Pay course deposit(s) at the time of registration with the remaining balance automatically charged to your credit card 60 days prior to your course(s) start date. 

Option #3: Deposit & Installment Plan : Pay course deposit(s) at time of registration. The remaining balance will then be automatically charged in equal monthly installments with the final course payment charged at least 1 prior to the course start date.