In 1997, I was fortunate enough to have two dentists participate in one of my Ethical Sales Courses. From that moment on I quickly realised there was a need for a programme that focused solely on communication: communicating treatment benefits without getting too technical, discussing fees with confidence, building great rapport and of course gaining patient commitment in an ethical way.

I've not looked back since, delivering a two-day programme  uniquely focusing on helping dental professionals to build a more profitable and sustainable business. Over 11,500 delegates, which include Dentists, Treatment-Coordinators, Specialists, Orthodontists and their team members have now taken this programme in countries all over the world including the UK, Canada, USA, India and Australia.  The good news is that wherever you are based the programme works.

I have written three books, ‘Helping Patients say YES’,  ‘Don’t wait for the Tooth Fairy’, and 'You are Worth it' - communicate your fees with confidence, so that you can achieve the income your services deserve.

I am very proud of the fact that in 2014 I was voted number 12 in the Top 50 most influential people in UK Dentistry and I also was the only external speaker to present at the Royal Dutch Dental Conference in Holland, which was opened by the King of Holland.

I have now delivered over 32,000 hours of business coaching in the Dental Industry all over the world and my main strength is empowering dentists and their teams to communicate with their patients more effectively, which results in a world class patient journey, more patients saying YES to treatment plans and increased profits for their practices.

My other passions surround my family - my two children Enrica and Martina, my wife Graziella and our dogs Milo and Fergie. We regularly enjoy a weekend walk together in the Lake District. Being a Northern lad, I'm also a keen Manchester United fan where I’ve been a lifelong season ticket holder. I'm an avid charity fundraiser and always on the lookout for a tough challenge.

So I guess you could say I see myself as a business coach, father, husband and thrill seeker!