Revolutionizing Sales: Steve Farfsing on the Power of AI, Training, and the Human Touch

In this insightful interview, we have the privilege of speaking with Steve Farfsing, Co-Founder and CEO of ProspectStream, a company that has revolutionized sales processes through data-driven methodologies. Steve, a seasoned entrepreneur with a passion for sales, has founded and grown multiple successful companies, including call centers with operations across the Philippines and the Dominican Republic. 

His journey into the world of software began with a deep curiosity about the 80/20 rule in sales performance, which led to the creation of ProspectStream. Through his experiences, Steve has learned that understanding sales data and refining hiring practices are crucial for success. In this conversation, he shares the highs and lows of his entrepreneurial path, his passion for software, and the vision that guided him to where he is today. 

His story reflects the importance of resilience, adaptability, and the willingness to embrace new challenges. Whether you’re an aspiring entrepreneur or a seasoned professional, Steve’s insights offer valuable lessons on navigating the dynamic world of business.

From Sales to Software: How Steve Farfsing Found His True Passion

Steve Farfsing's journey as an entrepreneur didn't follow the typical path most people would expect. Instead of starting with a grand vision, he got his hands dirty early on, diving into the world of sales and slowly discovering his knack for understanding people and numbers. It was in the high-pressure environment of running call centers, with over 300 salespeople spread across the globe, where Steve realized the importance of honing a process that could make sales more predictable and efficient. This hands-on experience gave him the perfect foundation for his next big leap: ProspectStream.

But what really set Steve's career apart was his obsession with data. As a self-taught sales expert, he spent years figuring out why some salespeople thrived while others struggled. "You can build the greatest product in the world, but if you can’t sell it, none of it matters," he says. That realization led him to develop a system that not only focused on hiring the right people but also on providing them with the right tools to succeed—tools that eventually evolved into software solutions. When a single question from an audience member at one of his seminars led to the creation of ProspectStream, Steve was forced to face a whole new challenge. "I wasn’t a software person," he admits, but it didn’t stop him from taking the plunge.

For Steve, entrepreneurship is all about adapting to new challenges and always moving forward. "Start, build, sell," he says. It's been his model through various ventures, whether it was creating successful ad agencies or building large-scale call centers. His love for software, however, was the one thing that stuck, and after 14 years in the industry, he's still passionate about it. Today, his story serves as a reminder that the road to success isn’t always clear, but if you're willing to take risks, embrace failure, and keep learning, the possibilities are endless.

Building Connections and Leveraging AI: Steve Farfsing's Approach to Sales and Networking

Steve Farfsing's journey into entrepreneurship was built on the idea of hustle and determination. Early on, his network wasn’t something carefully crafted—it was his existing client base from his days at the ad agency. But as Steve admits, his early days were a mix of "arrogance and ignorance," charging headfirst into business without knowing exactly what he was doing. Yet, over time, Steve learned that a strong network isn’t just about collecting contacts; it’s about giving before you get. "You’ve got to do for them first," he says, reflecting on how he’s helped others sell their products before ever asking for anything in return. In Steve's world, relationships aren’t transactional—they’re built on mutual value.

The importance of networking, Steve points out, isn’t just about having the right people to call on when you need something. It’s about creating a foundation where both parties benefit, even if that means waiting for the right moment. He shares an example where he’s currently helping a successful tech executive sell a product, not because he expects something in return right away, but because he believes in the product. "I want to build up the equity first," Steve explains, emphasizing the value of patience in nurturing connections that will pay off in the long run.

Shifting gears, Steve talks about AI’s role in sales and how machine learning has transformed the way he views productivity. With over a decade of experience in the field, he’s witnessed firsthand how predictive AI has unlocked patterns that can increase sales productivity. "Salespeople work hard, but without the right tools, they don’t work smart," he points out. By analyzing how often a salesperson should reach out to a prospect (three days is the magic number), Steve has found that small adjustments can lead to major productivity gains. For him, it’s all about harnessing technology to maximize efficiency and boost results. And while AI can feel like a buzzword, Steve’s real-world application proves that it’s not just a trend—it’s a game-changer for modern sales strategies.

The Pragmatic Approach to AI: Steve Farfsing on Balancing Technology and Human Touch

Steve Farfsing's take on AI is far from the typical hype-driven excitement we often hear about the technology. While he's certainly a fan of what AI can do, he's also quick to remind us that it’s not a replacement for humans—it's a tool to make us better. "AI shouldn’t be about replacing people. It should be about making them better," he says, emphasizing the importance of blending technology with human expertise. Farfsing believes that while AI excels at processing data, it can't replace the nuances of human judgment, especially when it comes to feelings and complex decision-making. For him, the real power of AI lies in how it enhances productivity, not in doing everything for you.

Farfsing's critical perspective on AI is rooted in his experience with sales processes. He points out that many systems, like CRMs, still fall short of truly leveraging AI. "CRM doesn’t collect anything—it only stores what you put in," he notes, illustrating how outdated systems don’t capture the full range of data necessary for AI to work effectively. His company’s system, for example, has the ability to track over 11,000 data points on a single prospect. It’s this vast accumulation of data—much of it passively collected—that allows AI to offer meaningful insights and optimize productivity. Without this data foundation, AI can’t deliver the personalized, context-rich results that truly drive success.

At the heart of Steve’s approach is productivity, not busywork. Rather than focusing on getting salespeople to work harder, he believes in making their efforts more efficient. His system aims to boost productivity by helping salespeople make smarter calls, send more targeted emails, and, most importantly, achieve more positive outcomes. "It’s not about working harder; it’s about working smarter," he explains. For Steve, AI isn’t just a flashy tool—it’s a way to make real, measurable improvements in how we work, and that’s where the future of sales lies.

The Science of Sales: Steve Farfsing on Building the Right Team

When it comes to hiring for growth or product roles, Steve Farfsing isn’t simply looking for a specific personality type—he’s looking for potential. He’s quick to point out that while personality profile assessments can be valuable, they aren’t the be-all and end-all. "The personality type doesn’t matter as much as we think," Steve says, highlighting that what truly matters is how well a person can learn and adapt within a structured environment. Over the years, he’s learned that people who may not fit the typical “sales personality” can still excel if given the right training and support. Farfsing’s approach is all about understanding how an individual can grow, especially if they have the right attributes, like listening skills or attention to detail, that can complement a sales team.

Steve is building a system that takes these insights a step further, combining AI with personality assessments to track how people respond to training. By analyzing data on personality versus performance, the system will help identify the most effective training methods for each individual. Farfsing's goal is to shift sales from a “profession” into a true “craft,” one that’s scientifically studied and continually improved. "Sales isn’t just about talking; it’s about listening and learning," he explains. His vision is to create a more data-driven, systematic approach to sales training that removes the guesswork and makes it more efficient and effective.

As Steve looks to the future, he’s excited about the possibilities that AI holds for refining the sales process. After all, AI isn’t just a tool for automating tasks—it’s an opportunity to solve age-old challenges in sales, making the process smarter and more personalized. "We’re taking on problems that have existed since the first person sold a reindeer carcass," he says. This blend of technology, psychology, and data isn’t just a dream for Steve; it’s becoming a reality that could change how we think about sales forever.