Feel Center has identified three main target audiences for sales training courses

Sales networks and stores

Feel Center’s trainers are professional salespeople.
They therefore put at disposition their know-how to businesses, helping salespeople with their performance and to generally increase business volume.

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Debt recovery and NPLs

There are various techniques and pathways that Feel Center has devised for debt collection.
They base interventions on Richard Thaler’s Nudge, to leverage the debtor’s feelings.

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Call Center

Sector often considered a last resort or a second-class one.
Feel Center transforms call centers into places where you can hear the customer not only through the headphones, but also through the emotions (feeling) they convey.

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Sales networks and stores

The Feel Method has been applied with excellent results in sales training for agents, sales networks and shops.

Alessandra Albi Marini

Sales manager

“Did you know that all Feel Center solutions are encapsulated in the Feel Center City platform?
Contact us and we will be happy to explain the details to you.”

“Do you have doubts or questions for us? At the bottom you will find the Faq section, alternatively fill in the form or contact us to book a free consultation.”
06 69324197

The products and services of Art of Selling

Feel Center builds with the client a training path suited to his needs, starting with a check up of his business, processes and people, to highlight the areas for improvement, the results that can be obtained and the time to achieve them.

The check-up is carried out with field observations and structured interviews with the help of cards, index cards and short questionnaires. Subsequently, practical measures are suggested and an implementation schedule with time and costs is provided.

Periodically, an audit is proposed to check the state of use of the Feel method.


  • Business models adopted and services offered
  • Commercial information system (contact database, customer files, product files)
  • Customer service quality control systems
  • Budgeting and commercial planning (resources employed, available resources, constraints, any redundancies, overlaps and shortcomings)
  • Product strategies
  • Possible entry strategies into new markets
  • Current web marketing systems


  • Sales system, sales process, any manuals
  • Results achieved by individual Area Agents in terms of budget compliance, margins and any deviations
  • Examination of the methodologies adopted in sales activities
  • Coherence between current organisation and development strategies
  • Internal communication, with particular reference to management objectives
  • Capabilities and potential of leaders in relation to assigned tasks
  • Flow of operations and opportunities to review and improve processes
  • Customer satisfaction and staff motivation
  • Control of lost sales
  • Structured feedback from sales staff

As part of the sales training, the company’s top managers are also involved, to whom a training day is dedicated:

How to quickly improve sales results and profits in 5 moves
Organisational and individual tools
Teamwork or isolated salespeople?
Indices to monitor
Benefits of products by customer type
Review and management of KOs
Choice of target group for training project and Action Plan

On the Road is the sales training module developed for commercial agents, door-to-door salesmen or those who have to sell a service or product at home.

The experienced sales coach supports the sales agent in the field.

Participation in shadowing, with alternating roles, up to 4 appointments per day. Between one appointment and the next, the coach gives an in-car lesson on sales techniques.

At the end of the day, the question to be answered by the salesperson is “What have I learnt and what do I need to change about my sales approach?”

An individual Action Plan is suggested.

During the workshop, the emotional aspects of products and services are analysed according to the various categories of potential customers. The sales offer script is reworked and, with the formatters, simulations are made of the impact the new script will have on the customer.

In the end, the new script is formatted and inserted into a structured emotional selling scheme.

After one or two weeks of field application of the new method, feedback is given for script revision and fine-tuning.

Temporary Management is the solution whereby Feel Center’s professionals are entrusted with assignments on a time basis. They may be in charge of managing sales networks, in charge of groups of operators, as Team Leaders, Supervisors or managers. Fees include a fixed fee and a performance-related fee.

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Products and services on increasing turnover

Increasing sales while maintaining a high level of service quality and optimal staff harmony is an arduous but achievable goal.
Feel Centre has a special training module aimed at achieving these results, which is developed in three stages:

  • Analysis of business models adopted and services offered
  • Sales system, sales process, schemes, manuals

  • Results achieved by individual shops or agents in terms of budget compliance, margins and deviations

  • Examination of the methodologies adopted in sales activities

  • Coherence between current organisation and development strategies

  • Internal communication, with a focus on management objectives

  • Capabilities and potential of managers in relation to assigned tasks

  • Flow of operations and opportunities for process review and improvement

  • Customer satisfaction analysis systems and staff motivation

  • Lost Sales Monitoring System

  • Structured feedback system from sellers

  • Verification of the commercial information system (contact database, customer files, product files)

  • Verification of customer service quality control systems

  • Checking the budget and business planning (committed resources, available resources, constraints, critical issues, possible redundancies, overlaps and shortcomings)

  • Analysis of the strategic nature of products

  • Current web marketing systems

Our training method is not theoretical, but practical, and is aimed at increasing our customers’ sales and, at the same time, developing people.

Each module, in fact, requires the salespeople to immediately apply in the field what they have learnt in the classroom, monitoring results and difficulties, which will then be discussed during the next module.
Each training module has three components:

Classroom training
Field application
Measurement of results in the field

  • What selling means

  • The equation of value

  • Selling strategies

  • The client meeting

  • Benefits, not features

  • Business Information System

  • The Art of Selling Manual

  • Sales planning and budgeting

  • Group Work

  • Tools, market requirements and creativity

  • Emotional Selling

  • On the Road

  • Over the phone

  • Communication

  • Equilibrium-based business models (Value Equation)

  • Process analysis

  • Problem Solving

  • Impression Management

  • Continuous training

  • Art of Selling community

Telemarketing and contact centre activity is a fundamental phase of the sales process, which is why we provide constant support to salespeople, inbound call centre operators and outbound call centre operators.

This activity is reviewed and restructured with the techniques of the Feel Method, based on emotional selling. Our ‘trainers’ not only teach how to do the job, but, having many hours of experience in the headset, perform a demonstration in the field.

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Key concepts in the sales approach :

  • Being a salesperson is a life choice

  • The salesman must have a high self-esteem

  • Teaching is also the best way of learning

  • Feel Centre builds sales-boosting projects with customers

  • Our instructors are coaches who teach through practical examples

  • Each concept, in order to be passed on to the students, must have proven itself, both in theory and in practice

  • Classroom activity is preparatory to field application

  • Learners must be emotionally involved: Feel training, besides providing a set of tools to achieve results, must be an engaging experience

  • Sales teaching is transmitted by intervening in the field and setting an example.

  • Only those with concrete sales expertise can teach new processes to salespeople

The value equation

Sale = Needs/Dreams – Risks – Efforts – Price

Another central concept of Feel Center concerns the development of mathematical formulas to accompany the training courses.
Various equations for salespeople have been devised and tested with a view to never losing focus on achieving the objective and passing on the method. One of these is the Value Equation, specific to sales performance.

Contact the Team

Debt Recovery and NPL

Feel Center has a great deal of experience in training Credit Recovery operators and has won with its client Fides the Unirec (Consumers Union) award as best practice in training in the sector.
Feel Center helps the Debt Collection sector with techniques of persuasion psychology, Gentle Push (Nudge) and mathematics.

The tools chosen by our coaches use three main criteria:

  • Walk of least resistance

  • Always leave freedom of choice, freedom to make mistakes

  • We learn by making mistakes, but how much can a person make mistakes before learning?

  • Analysis of business models adopted and services offered
  • Working on debtor’s feelings

  • Defining new roles of the debt collector

  • Using cognitive dissonance

  • Recognise the customer’s emotional alphabet

  • Setting the debt collection equation

  • Training with the simulator

  • Tailor-made training with trainers

  • Speaking in pictures with the vision board

  • Feel Gym, Feel Coach Feel Games, Storytelling, Gentle Push

  • Team leader exercises

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Alessandra Albi Marini

Sales manager

“Goodbye Selling is the best solution for E-learning and Reverse Coaching”.
06 69324197

Call Center

Call centres represent very demanding work contexts, both for the pace of work and for the psychological implications of the relationships between people, customer and operator, who are not only physically distant from each other. Yet it is precisely in call centres, a place par excellence for relations between human beings, that an individual’s potential must be utilised, especially those linked to emotions, empathy, and imagination.

From the ‘call’ system to the ‘feel’ method, these are the objectives of the Call Centre Training Method:

  • Increase operators’ earnings

  • Enrich their tasks with content

  • Helping young people to embark on a path of professional and personal growth

  • Helping operators to better define their objectives

  • Stimulating skills transfer between operators

  • Monitoring results with kpi (key performance indicators)

  • Increase sales and thus the profits of companies in the sector and their principals

  • Improving corporate image

Get in touch with the team

The benefits of our call centre training :


  • Learning a method also useful in other fields

  • Integrating personal goals with work

  • Deciphering and interpreting successes and failures

  • Learning to work in couples and teams

  • Enriching one’s own work by mentoring a colleague

  • Being part of a collaborative community

  • Earning more


  • Fast improvement of results

  • Motivate and retain employees

  • Reduce selection and training costs

  • Being able to deploy an operator in heterogeneous assignments

  • Stimulating teamwork and skills transfer

  • Improving corporate image

  • Loyalising your customers


  • Improve results

  • Enhancing the benefits of the offer presented to customers

  • Being able to count on trained and homogeneous teams of operators

  • Improving service to the customer, who experiences a new buying experience

  • Improving corporate image

  • Acquiring useful information for new customer profiling

  • Building trust with partners

In order to provide training adapted to the company’s needs, first an in-depth analysis of the operators, the environment and the call centre management is carried out. This includes:

  • Scripts adopted and services offered

  • Methods adopted in customer care activities

  • Techniques and emotional skills of employees
  • Working atmosphere and environment

  • Internal communication, with particular reference to management objectives

  • Capabilities and potential of leaders in relation to assigned tasks

  • Flow of operations and opportunities for process improvement

  • Operator feedback system

There are two routes for service in call centres, which can be provided simultaneously or in separate stages:

Call Center training for OUTBOUND

2-day course for groups, also from different companies, of up to 12 trainees (managers, trainers, supervisors, team leaders). Examination and certification of skills at the end of the course.

  • The brain and the feelings

  • Emotional Selling

  • Transform a Call Center in a Feel Center

  • Mental map of the client

  • Graphics and Vision Board

  • The importance of asking questions

  • Structuring the call in 5 steps

  • The PUK show and learning tests

  • Working in pairs and in teams

  • Becoming active listening professionals

  • Self-diagnosis and Individual Action Plan

  • Feel entry simulator, supported by formactors

  • How to transfer the method to others

The course includes 4 individual hours of Feel Coach (distance learning with trainers) and a set of tools on CD (teaching sheets, audio of call and Feel calls, operator manual, slides for the Roll-Out).


In an outbound call centre, the start of a sales call is the biggest obstacle, often a source of great stress, but it is also an opportunity to proceed with the 5 steps of the Feel Method.

We use a call-entry simulator, with which we train operators to quickly and confidently handle the initial customer entry and response. There are various types of initial response from called customers, to each of which the operator must be able to react in increasingly fast, instinctive and confident terms, with the correct counter-reaction, which initiates a call, or a sales call, that is intended to be productive and useful, both for the operator and the customer.

Trainers trained and certified in the TTT course transfer skills and the Feel method to other trainers (belonging to one company). Max. 20 trainees, under the guidance of a senior trainer.

The Roll-Out lasts one day per week for 5 weeks, each day corresponds to a module:

Module 1: Capturing ATTENTION

Module 2: Building CREDIBILITY

Module 3: The PUK (Customer Dreams and Needs)

Module 4: SOLVING the problem

Module 5: CLOSING

The course includes 6 individual hours of distance learning with trainers (Feel Coach). Each week there is a review of the scripts of the phone calls sent by all participants, with individual monitoring of KPIs (Key Performance Indicators) and changes via email, followed by suggestions and diagnosis.

A digital version of the Feel Centre vademecum is sent to all participants.

Peer-to-Peer Training consists of drawing up a plan to disseminate the Feel method throughout the facility, starting with a nucleus of trained and experienced operators, who can be considered as the “mother yeast” from which the network of trained operators grows and expands.

During a one-day counselling and training session, the training target population is analysed and, together with the supervisors and managers involved, a “cascade” training plan is defined and scheduled, whereby an already trained operator will teach the method to others, who in turn will pass it on to their colleagues.

During the session, the trainer simulates a typical peer-to-peer session using the Johari Scheme for developing interpersonal relationships.


The Johari Scheme (or Johari Window) was invented in 1955 by Joseph Luft and Harry Ingham, who combined the initials of their names. It is a very important scheme and Feel Centre adapted it for pair headphone work.

The conceptual reference of the scheme is related to aspects of interpersonal communication and group dynamics. It defines interpersonal relationships between people in four quadrants based on two dimensions: the Known, the Facade, the Blind Spot, and the Unknown.

The start of Outbound path
The start of Outbound path

Call Center training for INBOUND

  • Organizational and individual instruments

  • Teamwork or one-man operations?

  • Working in pairs and in teams

  • Johari’s Window on Headphones

    The Johari Scheme (or Johari Window) was invented in 1955 by Joseph Luft and Harry Ingham, who combined the initials of their names. It is a very important scheme and Feel Centre adapted it for pair headphone work.

    The conceptual reference of the scheme is related to aspects of interpersonal communication and group dynamics. It defines interpersonal relationships between people in four quadrants based on two dimensions: the Known, the Facade, the Blind Spot, and the Unknown.

  • The Training

  • Values and objectives: corporate gear wheels

  • Facilitating elements

  • Theatre-like techniques that make life easier in headphones

  • Benefits of the various approaches by customer type

  • The brain and the feelings

  • Script Revision

  • The first 5 seconds of each phone call

  • Becoming active listening professionals

  • Il problem solving

  • Measure to improve

  • Solving the problem: ‘I cannot interrupt the customer while he is talking, but the duration of the call must not exceed one minute’

  • Mental map of the client

  • Graphics and Vision Board

  • The importance of asking questions

  • Structuring the call in stages

  • Indices to monitor

  • Balancing efficiency and effectiveness

  • Scripts made by the customers themselves

  • How to transfer an operator from one job to another

  • The new role of the team leader

  • How to transfer the method to others

  • Self-diagnosis and Individual Action Plan

Start the Inbound

During and after completing the training modules, trainees will have the opportunity to try out the methods and techniques learned, through the Feel Coach service.
This is a remote training centre manned by trainers, to which practitioners and trainers will turn to do exercises on the Method, as if they were warm-up exercises before going on headphones.

The trainers will call the trainees by telephone, on speakerphone (to allow everyone to participate in the training experience), playing the role of the client in its possible variations: aggressive, tired, undecided, depressed, sceptical, etc.
At the end of the experience, the “trainer” will evaluate the operator and comment on its effectiveness, the techniques used, the opportunities taken or missed, providing immediate feedback to all trainees.

Alessandra Albimarini

Sales manager

“Did you know that all Feel Center solutions are encapsulated in the Feel Center City platform?
Contact us and we will be happy to explain the details to you.”
“Our E-learning and Reverse Coaching platform is the best solution for training paths”.
06 69324197

Why companies choose Feel Centre

Feeling & Sales Method ©

Engaging participative techniques

Constant presence in the field

Innovation and Technology

Service measurability and financeability

Feel Center

Digital platforms and innovative tools

Feel Center City

Learning & Gaming

Feel Center’s interactive training city, fully customisable for corporate customers. A community of corporate academies, with Learning tools, Virtual Gaming and learning path tracking.
Discover Feel Center City

Goodbye Selling

E-Learning and Reverse Coaching™

Feel Center’s technologically advanced learning and gaming platform. Designed to increase participation and exchange of experience between users in a peer-to-peer process.
Discover Goodbye Selling

Feel Center

Feel Center places emphasis on results.
For this reason, before each training project, it conduces an analysis by agreeing with the client on realistic and measurable goals to be achieved.
Projects are consequently implemented according to the client’s needs and characteristics, based on three areas of focus:

Problem Solving

The Feel method helps companies visualize and apply problem solving principles, including turning problems into equations.

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Feel Center proposes a variety of solutions based on Innovation and Applied Creativity to make the company adaptive and flexible to continuous market developments.

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Feel Center answear your questions

What does a typical Feel Centre project consist of to increase sales?2022-08-10T15:44:58+02:00

It starts with the turnover increase targets agreed with the customer. It then goes on to study the customer’s current business systems, analysing the processes and breaking them down into micro-processes. Then procedures, equipment, quality standards and various inputs are reviewed. It concludes with the training of salespeople on a platform or in the classroom and with coaching in the field.

How do you increase sales in shops and shops?2022-08-10T15:45:41+02:00

The pattern is always the same: measurable objectives, analysis of numbers, processes and people. Practical training and coaching in the shop, where, surprisingly, we also bring in actors, trainers, who pretend to be customers.

How do you increase sales in call centers?2022-08-10T15:46:15+02:00

Call centres are always in our hearts, because the Feeling & Sales method was created to turn call centres into feel centres, and with this method our customers have achieved great results.

The method is taught to telephone operators, with little theory and much practice. The main teaching tool is not slides, but the telephone pair, which allows a lecturer and an operator, both on headphones in contact with real customers.

Even in call centres we use actors, i.e. trainers who make phone calls playing the part of the customer, polite, rude, know-it-all, aggressive, depressed, etc. After the call they comment on the result and consolidate the learning.

The best thing is that a few motivated operators trained in the Feel Method operate within a call centre as a mother yeast, becoming tutors to other learners. In fact, let us say that if one does not become the tutor of another colleague, one’s learning path cannot be called finished.

How does a Sales Workshop work?2022-08-10T15:46:38+02:00

One starts with a product or service to be sold and studies its characteristics. For each characteristic, a set of benefits for the customer is systematically identified. These benefits (i.e. how the customer’s life changes if he buys the product or service) are visualised, i.e. turned into images, with a vision board, or video clips. Then we simulate with actors the relationship between customer and seller, who must propose to the customer the benefits, not the features, of the product/service. Finally we make a sales plan and go selling with the trainees.

What does the customised Feel Center City learning platform consist of?2022-08-10T15:47:01+02:00

Our learning and gaming platform can be customised for our customers, incorporating the content most useful to the customer, as well as their logo and colours.

The customised platform is co-designed with the customer and his employees, who learn how to assemble the various components, as if they were IKEA furniture, and how to use them.

Before starting out, however, we do a feasibility study that shows what economic benefits the customer will gain from the platform, how he will be able to use his platform not only in training, but also as a marketing tool, with which subsidised or non-repayable funding he will be able to purchase it.

But how can you be experts in so many different fields?2022-08-10T15:47:23+02:00

We are sales experts, method experts, not industry experts. Companies have the sales skills in-house to increase sales, but they often don’t use them, and we help them to do so, quickly and cheaply. Sometimes all it takes is to analyse in detail what a company’s top performer salespeople do, format their working methods, teach them to low performers who become medium performers, and then turn the medium performers into top performers who mentor other salespeople, cascading.

What has maths got to do with business?2022-08-10T15:48:22+02:00

We start with the Sales Equation V = need/dream – Effort – Risk – Price, a simple equation, as are the equations of Newton, Bernoulli, Faraday, Clausius and Einstein, equations that changed the world, on which we produced the film La Direzione del Tempo for RAI Cinema. Link to Trailer

But mathematics also allows us to predict the business results of 50, 100, 1,000 salesmen by analysing a statistically significant sample of them, say 20 out of 1,000, drawing the Gaussian curve of their performance.  Then we act on the other 980, first by tightening the Gaussian, i.e. smoothing their working methods, and then, at a later stage, moving it to the right in the graph. It sounds complicated, but it is not if you work with method, mathematical tools and clear ideas.

What data and information do you need to make an offer?2022-08-10T15:44:36+02:00

To make an offer we have to make an analysis and study the client’s numbers, processes and people. The analysis is non-invasive, the approach is structured, it wastes the client’s time and ends with a 90-minute presentation in which we tell the client how much and how they will improve their results with a Feel Centre project. Normally in a company of 200 people we interview 10 of them for 45 minutes.

Interestingly, already during the analysis the customer notices an improvement, and often we do not even know why this happens.

How do you use cinema in your projects?2022-08-10T15:44:14+02:00

Feel Center is a film company and therefore uses films, video clips, feature films for training. For example, for problem solving projects we involve the teams in the interpretation of theatrical or cinematographic texts that recall the problem: they write the screenplay for a film on the subject, shoot the video inside and outside the company, proceed with editing and post-production. With this method, the company equips itself with a videolibrary of problems, and solutions, generated from within.

Another example is the use of Virtual Reality: virtual reality stations with Oculus visors, on which participants engage in virtual experience in simulation, earning points, and recording everything on tablets. Viewing of films, feedback, proclamation of the best tutorial produced by the students. The work is narrated with professional video footage and a window on social media.

We shoot 12 double films, in which the typical customer relationship situation is filmed in the NO version, showing how not to do it, and in the YES version, using principles and techniques for respect and emotional involvement of customers.

What if a client wants a tailor-made film or audiovisual project?2022-08-10T15:43:49+02:00

Many entrepreneurs write a book about their company, touching on topics such as company credo, history, strengths, training, etc.

Feel Centre can translate a book into a film or web series, which is useful for communicating values that should not be lost.

The film can be made at zero cost for the client company and the audiovisual product would also, and above all, be an internal and external training tool, and could be included in an internal Academy, i.e. in a digital learning platform that we could build on demand.

What does a typical Problem Solving project look like?2022-08-10T15:43:22+02:00

We start by defining the problem the customer is asking us to solve and measuring its economic consequences. Problems often involve the need to remedy them, but remedies are expensive and do not eliminate the root of the problem, which is often more than one, and it is difficult to identify the main one. Solutions eliminate the root of the problem, but the problem may reoccur.

Only with prevention can the root of the problem no longer recur.

We take the client to identify the root of the problem and the prevention systems (contractual, governance, procedural, smart contract, artificial intelligence, blockchain, others).

Before a problem solving project we can take people to the theatre to watch our No Problem show. After the project we install a Corrective Action procedure in the company.

What does a typical innovation project look like?2022-08-10T15:42:58+02:00

Our innovation projects are aimed at innovating our customers’ products/services, but also processes, e.g. sales processes.

We create innovation workshops in which we use our Creativity Machine, a theatrical machine (we do business theatre) that connects tools and needs, using a method (the structure of the machine) and wheels of discovery. All with great teamwork.

Does Feel Center also deal with start-ups?2022-08-10T15:42:30+02:00

Feel Center was founded in 2014 as an innovative start-up and is now an innovative SME, and has also published a playbook for entrepreneurs entitled Life Choices, because making a start-up is a life choice.

We assist entrepreneurs in preparing the business plan, defining the product and service, always starting with the needs of the customers. Over the years we have found that start-ups often fail for two reasons: it is not clear who is in charge, they focus on the product instead of the customer.

See in this regard our cartoon How NOT to make a start-up.

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