In 2002, Ashley Latter formed his own business and now specialises in partnering with forward thinking Dental and Orthodontic Practices to improve the performance of the dentists and their teams, which leads to improved business results and bottom line results. Ashley Latter specialises in delivering the Ethical Sales & Communication Programme, creating a World Class Patient Journey, Creating a High Performance Team and also works with a very forward group of dentists and Orthodontists on the Serious Players Club, which is an Entrepreneur group. During the last 5 years Ashley has spoken at most of the major conferences in the UK and these include BDA Conference in 2005, B.A.C.D. in 2005, W.A A.C in 2006/2008, Better Practice in 2007 and British Orthodontic Conferences in 2006 and 2007 & the A.D.I Conference in 2007. Ashley has also written a book called ‘Helping Patients to say YES’ which was launched in the summer of 2007 and has produced his programme on a full set of 6 CDS called «Don’t Wait for the Tooth Fairy».