Justin Leigh; 2022; Focus4growth Ltd; £12.99; pp. 256; ISBN: 978-1-912713-45-5

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Having started initially as a dental technician, and soon moving into the world of dental sales, the author has an impressive career as a business leader, accredited business coach, trainer, and advisor to some of the world's leading dental teams.

The cost to our patients of providing world-class service and how to communicate this is not part of our university education. Not every clinician is comfortable talking about money and how much their ideal treatment plan will cost. I have been guilty of that and have found myself apologetically suggesting the price range of different options. This book will help you to overcome these insecurities, to understand the psychology of communication, and to realise that to not be a blackbelt in the art of communication is in fact doing our patients a disservice.

To be able to communicate our vision of the ideal treatment option, and to be able to communicate this with a genuine passion, is our responsibility. This is not a book about selling or pitching, despite its title. It is a book about helping the clinician to realise their full potential, a manual of how to change and evolve, and how to communicate our vision and passion to our patients. This will undoubtedly lead to the clinician being very successful, and yes it teaches how to communicate and sell your services also, but that is a by-product of genuine interest and passion for what we do.

I have read practically every book and certainly every classic book on motivation, sales, personal development, and even those on the philosophy of these topics. This book really does combine all into one excellent read. The intended audience is dental professionals at any stage of their career or area of specialty practice/interest. I would and have recommended it, however, to non-dental friends and family. It is in fact one of the best communication and life coach-style books I have read in some years.

Each chapter takes the reader effortlessly through what feels like a personal coaching session on self-realisation and development. The fundamentals of goal setting, visualisation, self-belief and connecting with people are recurring themes throughout this book. Each chapter encourages reflection on various ideas and maxims, and encourages the reader to record their reflections and thoughts in their personal diary.

From first impressions and building a rapport, to managing a breakdown in relations, the chapters are laid out in a reader-friendly manner. Packed with pearls of wisdom and experience, this is a worthwhile, perhaps even essential, read for all clinicians who want to connect with people and provide a world-class experience.

Ian Toibin