Goes live 5th November
The Protrusive Dental Podcast
The daily conversations dental school never taught us (including the ones you dread).
Teeth were the easy part. It's the people attached to them that nobody prepared us for.
Fees. Bad news. "I'll have a think about it." The plan they nodded at and never booked.
The Chairside Cookbook gives you the words for all of it, so the treatment you already know they need is the treatment they choose, and you stop feeling like a salesman for saying what you can see. Over 30 short lessons, real consultations from my own treatment room played back and explained, and the full hour-long health check underneath them all.
Nothing to memorise and no systems to change. Use the first one on Monday.
Founding Member bonuses close 4th November.
10 hours
of verifiable CPD
Over 30 lessons
plus play-by-play consultations
One new conversation
every clinical day
Lifetime access
when you pre-order
Why Jaz put his name to it
"I've done soft-skills courses all over the world, and nothing resonated like what Zak teaches. It isn't rigid scripts, it's choreography: listening deeply, speaking to the person's life, and helping them decide without pressure.
That was a game changer for me."
Jaz Gulati
Host, Protrusive Dental Podcast
You can see the whole mouth. You end up talking about one tooth.
FOUR THINGS THAT HAPPENED IN YOUR TREATMENT ROOM THIS MONTH
01
You wrote "monitor" in the notes. Again.
Because saying it out loud felt like selling.
02
"I'll have a think about it."
They were being polite. You've been thinking about it ever since.
03
That tooth broke in March.
You saw the crack in October. Now it's a crown.
04
You felt like a salesman for saying what you saw.
Years of training, and you apologised for using it.
What changes on Monday
“I’ll have a think about it” stops being a mystery. You know which part of the hour it fell out of, and what to do next time.
The crack you find in October gets rebuilt in October. You say it the day you see it, and it lands as care.
You say the fee, and then you stop talking. No apology, no discount, no scrambling to fill the silence.
You drive home without rehearsing the conversation you should have had. It already happened, in the room, with them.
Start different conversations with different language patterns.
Over 30 lessons · 10 Hours CPD
The Protrusive founding member package
Everything, for £950.
The course, all the downloads, the podcast edition for the car, and 90 days of accountability with me and Jaz.
Deadline
The founding member window closes at midnight on Wednesday 4th November.
Worth £2,295
£950
or 3 × £360
(£1,080 in total)
Your login arrives straight away. Everything unlocks on 5th November.
Founding members get
Lifetime access, including everything I add later
A paid add-on from 5th November.
A second seat, so your nurse hears it too
Every section of the hour has their move written into it.
Jaz’s Loom School
Fifteen short lessons on using video messages with clients, labs and your team. Worth 1.5 hours of CPD.
A seat at my live clinic, Tuesday 17th November, 7.30pm
Bring the conversation you’re dreading and we’ll work through it together, live.
On 5th November all four go, and the fee stays the same.
Ten parts in the course
Start here
The stance
The room
The conversation
The words
The hard bits
The craft
The Health Check
The play-by-play
Where next
From the course: Part 7, the main dish
The No Shortcuts Health Check
The full framework for a new client visit, built so that going ahead feels like the obvious next step rather than a decision they have to be talked into.
Step
Lesson
The feeling
01
Set the tone
"They were expecting me."
Her shoulders relax before you've picked up a mirror.
02
Co-discovery
"Is that dark shadow decay?"
She said it. You never had to.
03
Show your working
"Nobody's ever looked at my mouth like that."
Because nobody ever said it out loud.
04
The guided tour
"Oh."
She found it on the screen, with her own finger.
05
Land it
Relief. It can be fixed, in her order, and the first step is in reach.
06
Close and hand over
"Nothing like my last dentist."
It's what she says when she gets home.
£950 · Founding member bonuses close 4 November.
part 8 · THE PLAY-BY-PLAY
Watch a real consultation, with the commentary running alongside it.
Filmed in my treatment room with the client’s consent. Where the tone was set, the question that opened the story, the finding I parked and picked up, the moment the fee landed and the silence after it.
Not a demonstration. The actual room, with the commentary I’d give a new associate sitting in the corner.
Over 30 lessons, 10 hours of verifiable CPD, live on 5th November.
Everything you get
Founding Member Order
The course
£1,150
the fee from 3 Dec
Over 30 lessons, the No Shortcuts Health Check in full, the play-by-plays, the Bank of Golden Analogies, the Recipe Cards and 10 hours of verifiable CPD.
The podcast edition
£249
The whole course as audio, for the drive to work.
90 days of accountability
Included
With me and Jaz, inside the Protrusive community.
Pre-order by Wednesday 4th November and you also get
Lifetime access
£199
Included now. A paid add-on from 5th November.
A second seat for your nurse
£199
You do this hour together, so learn it together. Otherwise you’re the only one in the room who changed.
Jaz's Loom School
£199
Fifteen short lessons on using video messages with clients, labs and your team. Worth 1.5 hours of CPD.
A live seat at my clinic
£299
Tuesday 17th November, 7.30pm. Bring the conversation you’re dreading.
Total value
£2,295
Bring the conversation you're dreading, and we'll work
through it together. The replay stays in the course.
Your fee
950
Or 3 payments of £360 · £1,080 in total
STEP 1 OF 2: YOUR DETAILS
Secure checkout. Login straight away.
Free
Want the rest of the banned words?
My full Team Thesaurus: every word banned in my building, what my whole team says instead, and why. It's free, and you can use it tomorrow.
Free. The full Team Thesaurus, straight to your inbox.
The Contents
What's in the course
Tap a module to see its lessons.
Part 0 · Start Here
Where I admit what I used to do.
The confession first: the associate who half closed an eye, and why it wasn't the economy. Then what this is and what it isn't, how to use it without rearranging your week, and a walk through the whole hour before you learn a single ingredient.
Part 1 · The Stance
Before a single word changes, the way you're standing has to.
Who's actually in the chair, and why nobody believes you unless they think it was their idea. Why "I'll have a think" is closer to grief than doubt. The lever you still hold as an associate. And the clients you quietly decide not to take on.
Part 2 · The Room
The first sixty seconds, which happen before they've sat down.
Collecting them yourself, and the early yeses that come with it. How to make your nurse appear rather than hover. The order of play that wins the room before you've touched a tooth. And what tipping the chair back does to a conversation.
Part 3 · The Conversation
How to ask so that they tell you what they actually want.
Taking goals, not symptoms. Weaving rather than interrogating. Listening properly, and asking "anything else?" twice. Having them own the problem before you've named it. And scanning out loud, so the record tells the truth.
Part 4 · The Words
Where the language gets rebuilt.
The words that come out of your mouth, your nurse's, and front of house. The ones we've banned in my building and what we say instead, because the client is lying back looking at the ceiling with nothing to go on but your voice. Some swaps are for this week. Some are banned for good.
Part 5 · The Hard Bits
The conversations you're actually dreading.
Explaining risk without frightening anyone. Saying a fee, then stopping talking. "I'll think about it", what it usually means, and what to say next. The sentences you'll hear from clients this week, and the hardest one of all, which is the no you have to say yourself.
Part 6 · The Craft
The things nobody in dentistry teaches at all.
Your voice, your hands, and what your body is saying while you talk. The frames you're allowed to use. What to do when it goes wrong, because it will. Reading which sort of person is in front of you. And one voice across the building, from your nurse to the front desk.
Part 7 · The Health Check, Deep Dive Play-by-Plays
The exact hour, taught section by section.
My new client consultation, pulled apart and taught piece by piece. The preparation before they reach the chair, the questions that open the story, the examination they can follow, and the moment the fee lands. By the end you can run the whole hour yourself, in your own words.
Part 8 · The Play-by-Play
Real consultations, played back with my commentary.
Whole consultations, taken apart while you watch, with me explaining what just happened and why. Where the tone was set. The question that opened the story. The finding I parked and came back to. The moment the fee landed, and the silence after it.
Part 9 · Where next
Two doors, depending on what you control.
Everything in this course lives inside your four walls, and it's yours on Monday morning without permission from anyone. If you control the room but not the building, you already have all you need. If you own the building, the room is one of five things that decide who reaches your chair. Either way, money was never the goal. It's what happens when you hold a standard.
Lifetime access, including anything I add later.
This is for you if you do good dentistry and know the conversation is letting you down
What this is
Everything that happens between you and a person in your chair, peeled back layer by layer.
Frameworks with a repeatable shape, for the moment you're looking somebody in the eye thinking what do I say now.
Word for word. Every lesson ends with something you can say tomorrow.
My way. Not your way, and not the way. Borrow it until you've made it yours.
It works if you're
An associate with no say over the clinic's systems. Everything here is what you say and ask, so nothing needs to change around you.
In an NHS, mixed or private clinic. Two full lessons cover funded systems.
Newly qualified, or twenty years in. The habits are the same, and so are the fixes.
Short on time. One conversation a week, used with real clients, is all it asks.
What it isn't, and who it isn't for
It isn't a sales course. I'm allergic to them. There isn't a closing line in it. The measure isn't "did they convert", it's did they understand, and did they feel understood?
It isn't something to recite. These are recipes: learn them, then cook them your way.
It isn't for you if you want to be told what to say without wanting to know why.
Or if you'll watch it all in a weekend and never try it with a client.
Or if you think the conversation is fine and the clients are the problem.
No judgement in any of those. It's the wrong course for you.
A word on me
I'm Co-Principal at Smile Stories in Bournemouth, a multi-award-winning clinic with over 750 five-star Google reviews, where the sign above the door says nothing like your old dentist.
I've been practising dentistry for over 15 years and have personally sat through thousands of consultations. I've spent that time working out what has to happen in a treatment room for somebody to say that sentence unprompted when they get home.
I've lived NHS, mixed and private. I've had the diary that looked full and was secretly empty of value, the unhappy feedback that was really a conversation I didn't have, and the particular ache of saying yes to people I should have said no to.
This isn't theory from someone who stopped seeing clients years ago. It's what I do day to day in my own treatment room.
Now I coach dentists through Dental Kitchen, because the profession's view of itself could do with the same treatment.
Dr Zak Kara
£950 · Founding member bonuses close 4th November.
Questions
What happens if I pre-order?
You pay now, your login arrives straight away and everything unlocks on 5th November. Pre-order by 4th November and you also get lifetime access, your nurse's seat, Loom School and the live clinic.
What if I'm not ready to buy?
Tap "Get the free Team Thesaurus". I'll send you every banned word and what my team says instead, and let you know when the course goes live.
Isn't this sales psychology with a nicer name?
No. Manipulation is dragging somebody towards a conclusion they otherwise wouldn't reach. This is making space for a conclusion they'd already reach if we slowed down enough to let them get there themselves.
I'm an associate. My clinic won't change its systems.
You don't need them to. Everything in the course is what you say and ask, so nothing around you needs to change.
Does any of it work inside a funded system?
Yes. A full lesson covers it, plus the worked reframes. What the system pays for doesn't change what you should tell the client.
I don't practise in the UK. Is this for me?
Yes. The conversations work in any treatment room. The course carries verifiable CPD for UK dentists; and CE credits for USA/Canada.
How long does it take?
Ten hours of lessons, plus the play-by-plays. Don't watch it in a weekend. One conversation a week, used with real clients, beats the lot consumed in two days.
How is the CPD verified?
10 hours of verifiable CPD, verified by Protrusive. You complete the course and pass the quiz at the end, and Protrusive issues your certificate.
What if I can't make the live clinic?
It's Tuesday 17 November at 7.30pm. Can't make it? The replay goes into the 90-day accountability group in the Protrusive app.
Can my nurse really use the second seat?
Yes, if you pre-order by 4 November. Every section of the hour has your nurse's move written into it. It doesn't work if you're the only one who's heard it.
How long do I have access?
Lifetime, including anything I add later, when you pre-order by 4 November.
Everything unlocks on Thursday 5th November.
Take something now
Say this, not that
Plenty of words are banned in my building. Here are three of them, and what we say instead. Use one tomorrow and watch what happens to the room.
Instead of
“Just a filling”
Say
“A tooth-coloured rebuild”
“Just” tells them it doesn’t matter. Then it breaks, and it mattered. We were the ones who taught them not to care about it.
Instead of
“Sorry to keep you waiting”
Say
“Thank you for your patience while we've been preparing the treatment room for you”
The moment you apologise, you've told them there was something to apologise for. The other way says you were worth preparing for.
Instead of
“Price”
Say
“Fee”
A price is something you shop around for. A fee is what a professional charges for their time and their judgement. You have never once asked a solicitor for their price.
Every banned word, what my team says instead, and why. Free, straight to your inbox.
Tonight, somebody asks your patient, "how was the dentist?"
You won't be in the room when they answer. But you can decide what they say.
Goes live Thursday 5th November. Extras close Wednesday 4th November.
