Make Them Smile: Why Customer Satisfaction Is the Key to Rapid and Sustainable Growth

As a dental student at Tufts University School of Dental Medicine in Boston just four years after leaving Zimbabwe for America, Dr. Sulman Ahmed was already looking ahead to an alternative future to private practice, determined to help as many people as possible, innovate within a stagnant industry by putting the customer experience first, and maximize his earning potential.

In Make Them Smile, Dr. Ahmed shows listeners how he scaled his customer-centric services and built a national brand-known as the "Starbucks of dentistry"—and offers guidance on how to identify the ideal gap to fill in your market; leverage your expertise as your competitive advantage; become a compassionate, highly capable leader; standardize operations and scale; navigate the various financing vehicles available at different stages of growth; and build sustainable wealth while creating a legacy of improving customers' lives.

For hardworking and dedicated professional service providers, Make Them Smile offers a way out of the grind of living hour to billable hour, providing a road map for how to build a scalable, standardized brand that provides a consistent, repeatable, and high-quality customer experience.

About the Author

Dr. Sulman Ahmed is the Founder, Chairman, and CEO of DECA Dental Group, the holding company for the consumer-facing brand Ideal Dental. He is the influential leader shaping and motivating DECA Dental’s growth, strategy, and culture. In 2008, Dr. Ahmed opened his first dental office with a vow to establish a truly patient-centered model. Today, the rapidly growing brand represents approximately 200 locations in nine states, serving around 3,000 guests per day.

In his personal career, Dr. Ahmed has achieved many honors and awards, including receiving The University of Texas at Dallas Distinguished Alumni Award (2024). He has also been named the EY Entrepreneur of the Year (2017), one of Glassdoor’s Top CEOs (2021) with a 98% approval rating, and one of Dallas Business Journal’s Most Admired CEOs (2023). He is also an in-demand speaker for national leadership, entrepreneurial, and motivational conferences.

Dr. Ahmed earned his Doctor of Dental Medicine degree from the Tufts University School of Dental Medicine and serves on their Board of Advisors. He is also President of the Association of Dental Support Organizations (ADSO), the premier association for businesses in the dental industry.