We’re a consultative sales and leadership training company specialising in the dental market.


If you’re a dental professional (Dentist, Hygienist, TCO, Dental Nurse or Practice Manager), you may be ‘put off’ by the term selling. I know I was before I understood what ‘true consultative selling’ is.

Very often it’s because we have a preconceived idea of what ‘selling’ is, or it’s because we’ve had our own bad experience with a poor salesperson. Maybe it was when we were buying a car, or a house, or a holiday and we felt pressurised by the salesperson. THAT is not consultative selling. That is untrained, ill-timed, inappropriate pitching.

That is not what we recommend. EVER!

Take this amended excerpt from the bestselling book INSPIRE, INFLUENCE, SELL.

Selling is serving

You’re helping your patients get what they really they need, and you’re ensuring they choose you to provide it for them. You should be establishing a foundation that is ethical, honest and about serving your patient to ensure their desires, wants and needs are met fully.

It’s not possible to do this without ‘consulting’ with the patient. Let’s look at the steps:

  • Connecting with the patient, establishing trust.
  • Sharing your insights, knowledge and experience.
  • Asking them questions about their needs, wants, desires, fears and priorities.
  • Helping them understand the available options and which of them might be most suitable.
  • Addressing any concerns or reservations in an objective, calm and relaxed manner.
  • Clearly explaining the patient pathways, the timing and the investment theywould like to make in their future oral health.

Does this sound like selling? Perhaps it doesn’t and when you follow these steps (and the INSPIRe system) then it won’t feel like selling.

But your patient will feel a connection, an understanding and an experience like they’ve never had before.

At Focus4Growth we understand the dental market, we’ve been part of it for almost 30 years!

We specialise in running structured consultative sales and leadership coaching programs based on the principles from the bestselling book INSPIRE, INFLUENCE, SELL.

We’re privileged to work with some amazing dental clients that are some of the fastest-growing businesses in their sector. Some of the business that work with us to inspire growth are, Align Technology, W&H, Septodont, Biohorizons Camlog, SDI, MiSmile Network and the British Dental Industry Association.

In recent years our founder, Justin Leigh, has been invited to partner with the British Dental Industry Association as the preferred Sales Trainer and Coach for their member companies.

Justin has been invited to speak to members of the BACD, the MiSmile network, Denplan and is trusted by some of the leading names in dentistry.

The experience of the Focus4Growth team is extensive, both inside and outside of the dental industry. Dentistry and the dental industry is where we are most at home, and where we feel we can make the most meaningful impact on our clients and their patients.

Our unique blend of mentoring, coaching and consulting, inspires dental professionals to communicate and lead their practices differently.

Talk to us today about how we can help you improve your results through the growth of your practice’s most important asset, its people!

We will put you and your team on the path to achieving greater confidence, greater success, and ultimately better results for your business.

 Visit the Sales Program

Our aim is to inspire our dental clients with the confidence, capability and consistency to become the market-leaders in their field.

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