The Financial Wholesaler Podcast
Conversations About Meetings that Matter - Hosted by Mitch Santala, CEO of Executive Scheduling Associates, this podcast is dedicated to one mission: helping financial wholesalers turn appointments into meaningful, business-driving conversations. For nearly two decades, Mitch and his team have supported financial wholesalers with expert appointment setting. Along the way, one truth has stood out—great wholesalers don’t just fill calendars, they lead meetings that matter. In each episode, Mitch is joined by seasoned industry pros to explore how to prepare for, deliver, and follow through on quality meetings with financial advisors. Whether you’re new to the field or a veteran looking to sharpen your edge, this is your space to grow. Tune in, take notes, and elevate every meeting.
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Maximizing Your Brand Through Personal Storytelling
01/06/2026
Maximizing Your Brand Through Personal Storytelling
In Episode 6, Mitch Santala is joined by Kirk Wayman to explore why personal brand, not product, has become the true differentiator in financial wholesaling. As products and performance continue to converge, the conversation shifts to identity, value creation, and how the way you show up in the room ultimately determines whether you are trusted, remembered, and invited back. Through real-world stories, metaphors, and deep reflection, Kirk unpacks how wholesalers and advisors can move beyond generic messaging and build a brand rooted in who they truly are. You’ll discover: ✅ How to get called back more often ✅ How your identity work reveals your unique value ✅ How story, language, and self-awareness turn safe conversations into meaningful ones Whether you are early in your career or rethinking how you show up today, this episode offers a powerful framework for understanding your value, communicating it clearly, and building trust through conversations that actually matter. Episode Timestamps: Maximizing Your Brand Through Personal Storytelling 0:00 – Introduction: Mitch opens the episode and frames why personal brand matters more than product in today’s wholesaling landscape. 02:00 – A real-world example of an advisor who stalled until he leaned into his natural strengths and voice. 05:30 – Why personal branding is now essential for financial wholesalers, not optional. 09:15 – Product branding versus personal branding and how relying only on products limits growth. 10:40 – Why identity comes before brand and why surface-level branding exercises fall short. 12:20 – The problem with generic brand language and values everyone claims to have. 13:05 – Why standing out requires subtraction, focus, and being willing to exclude. 15:30 – The career shift from taking every client to specializing and letting poor fits go. 17:40 – The fish and water analogy and why your greatest value is often invisible to you. 19:00 – The three steps of value creation: seeing it, valuing it, and learning how to deliver it. 20:50 – Where real self-discovery begins and why past mistakes reveal more than strengths lists. 22:50 – When strengths become weaknesses through overuse or poor timing. 24:30 – Why self-discovery is a community activity and how others reveal your blind spots. 26:20 – Turning identity into language others can understand and respond to. 27:15 – The hammer, the bear, and the dark forest: using story to communicate how you create value. 32:15 – Why safe conversations stall growth and meaningful conversations create trust. 35:00 – Final takeaway: your product gets you in the door, but your personal brand gets you called back. Subscribe on , Apple Podcasts, or Spotify. Learn more at thefinancialwholesalerpodcast.com. Follow us:
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Being Memorable With Your Difference
12/02/2025
Being Memorable With Your Difference
In Episode 5, Mitch Santala is joined by Darren CdeBaca of DCB Strategies to unpack a key success factor: most wholesalers don’t fail because of their product… they fail because they’re instantly forgettable once they walk out the door. Darren breaks down how top wholesalers cultivate a different presence in the room with small, intentional, human habits that move you out of the crowded middle and make your meetings actually matter. You’ll discover: ✅ How small habits—like genuine interest and note-taking—move you out of the forgettable middle. ✅ Why top wholesalers stand out through curiosity, connection, and a recognizable presence. ✅ How respecting time and delivering real value builds trust faster than any pitch. ✅ How to leave advisors with a memorable moment or phrase that becomes your difference. Whether you’re early in your career or looking to reignite your approach, this episode is full of practical strategies to help you connect deeply, communicate with purpose, and create lasting impressions that open doors. Episode Timestamps: Being Memorable With Your Difference 0:00 – Introduction: Mitch opens the episode and welcomes Darren Cde Baca back to the podcast. 00:45 – Reflecting on feedback from Episode 1 and how it resonated with wholesalers. 01:28 – What makes a wholesaler memorable in a world of sameness. 02:42 – Darren breaks down the difference between 'being different' and 'being memorable.' 04:01 – The Starbucks story: how a small shift in experience makes a lasting impression. 06:08 – Why personalization, not automation, wins in relationship-driven sales. 08:10 – Darren explains “functional uniqueness” and how advisors perceive real value. 10:12 – Tactical ways wholesalers can show up differently without a big budget. 12:04 – Being helpful versus being salesy: how mindset and intention matter. 14:29 – Darren on using your difference to create mutual success with advisors. 16:02 – The abundance mindset: serving others without fear of losing the sale. 17:28 – How collaboration with “competitors” builds deeper trust and credibility. 19:15 – Mitch asks: what do advisors remember most after a meeting? 20:25 – Darren shares practical examples of memorable, low-cost follow-ups. 22:03 – Why the best wholesalers aren’t always the most polished presenters. 23:15 – Being seen as a problem-solver, not just a pitch person. 24:40 – Darren’s advice: lean into your authentic difference—it’s what builds trust. 26:05 – Final thoughts: show up to serve, not just to sell. Subscribe on , Apple Podcasts, or Spotify. Learn more at thefinancialwholesalerpodcast.com. Follow us:
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Lessons from 37 Years of Wholesaling & The Five F's
11/05/2025
Lessons from 37 Years of Wholesaling & The Five F's
Success starts with what sustains you. In this episode, sits down with , a seasoned wholesaler who just wrapped up an extraordinary 37-year career. Through every high and low, five simple values kept him grounded: Fitness, Family, Faith, Fellowship, and Finances. You’ll discover: The values that guided Mark through decades of wholesaling How to build a career with depth, not just duration What it means to lead with value in every season of life This episode is a masterclass in endurance, identity, and living with intention. Episode Timestamps: Lessons from 37 Years of Wholesaling & The Five F’s 0:00 – Introduction: Mitch welcomes Mark Warren to discuss faith, family, finance, fitness, and fellowship. 01:20 – Mark’s background: how he got into wholesaling and his early influences. 03:02 – Discovering his “why” and learning the business from the inside. 04:45 – The importance of mentorship and learning from seasoned reps. 06:11 – Starting a daily journal and focusing on intentionality. 08:10 – Mark's 5 F’s: how faith, family, finance, fitness, and fellowship shaped his life. 10:45 – Why alignment with your values leads to fulfillment and impact. 12:35 – Faith as a foundational pillar for life and leadership. 14:25 – The role of family and being present at home. 16:00 – How personal and professional development intersect with family life. 18:17 – Managing money, saving, and using wealth to create options. 20:02 – Fitness as fuel: staying physically and mentally sharp. 21:55 – Fun and hobbies as part of a well-rounded life. 23:40 – Mitch reflects on “faith plus ambition” and how that combo drives success. 25:18 – Advice for wholesalers: find mentors and stay grounded in your values. 26:42 – Mark shares the mindset behind his final chapter and leaving a legacy. 28:05 – How to find joy in the journey and define success on your terms. 29:17 – Closing thoughts: do what matters, and the rest will follow. Subscribe on , Apple Podcasts, or Spotify. Learn more at thefinancialwholesalerpodcast.com. Follow us:
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Using AI to Elevate 1-on-1 Meetings
10/02/2025
Using AI to Elevate 1-on-1 Meetings
In this episode, Mitch sits down with Kirk Wayman, founder of IKON Coaching, to unpack how artificial intelligence can enhance the human side of your meetings. This isn’t about replacing your role—it’s about amplifying it. Together, they explore how AI can help you walk into every advisor meeting more prepared, more personal, and more present—so that the time you spend in the room truly moves the relationship forward. You’ll discover: ✅ How to use AI to prep for more personal, high-value meetings ✅ How to train your AI using a “Master Prompt” that thinks like you do ✅ How to build client-type profiles that give you feedback on your strategies Episode Timestamps: Using AI to Elevate 1-on-1 Meetings 0:00 – Introduction: Reflection on how AI only works when you give it real human context, values, and goals. 1:26 – Mitch introduces the episode and guest, Kirk Wayman. 1:34 – Kirk talks about his early awareness of AI through science fiction and how those ideas have evolved into today's reality. 2:49 – A breakdown of the differences between large language models and AI agents, and how rapidly the technology is advancing. 4:11 – Kirk and Mitch discuss how soon personal robotic assistants like Tesla’s Optimus could become part of everyday life. 5:01 – Discussion about why humans often struggle to imagine and adopt new technology like AI. 6:36 – Kirk shares a story about developers in Silicon Valley who wrongly assumed AI wouldn’t affect their jobs. 8:32 – Kirk discusses how AI is even changing the field of coaching and why that realization shifted his perspective. 10:38 – Mitch and Kirk offer advice on how financial professionals can start experimenting with AI tools now. 12:30 – A look at how AI can be trained to research advisors before meetings, and how it saves time while improving effectiveness. 14:22 – Mitch shares a real example of how someone used AI to prepare for a meeting with his company - and how accurate and insightful the AI’s summary was. 15:46 – Emphasis that AI can’t build relationships or trust. That part still requires human discernment, presence, and care. 16:42 – Explanation of how uploading personal documents and preferences can help AI sound more authentic and aligned with your voice. 18:28 – Kirk explains how AI doesn’t just reflect your voice back—it teaches you how to refine and clarify your own communication. 20:01 – They walk through the process of building a master prompt with links and guidance so AI tools can quickly understand and act like your digital assistant. 23:20 – Reflection on how AI is the first software tool that helps train you, not the other way around. 24:08 – Tips on creating advisor archetypes as AI personas to help rehearse sales conversations, refine language, and overcome objections. 25:35 – Kirk shares a story about how a tech editor used AI trained on negative comments to sharpen his arguments before publishing. 26:31 – Discussion on whether AI will replace humans or instead liberate us to focus more on creativity, relationships, and impact. 28:13 – Encouragement for financial professionals to use AI to offload busywork and focus more on high-value advisor conversations. 29:20 – Final thoughts and preview of future episodes focused on hands-on AI tools and workflows. Subscribe on , Apple Podcasts, or Spotify. Learn more at thefinancialwholesalerpodcast.com. Follow us:
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5 Mindset and Habit-Set Tools
09/02/2025
5 Mindset and Habit-Set Tools
Every great advisor meeting starts with more than preparation—it starts with perspective. In this month’s episode, ESA CEO Mitch Santala is joined by Darren Cde Baca of DCB Strategies to share five transformative mindset and habit-set tools every financial wholesaler needs. Drawing from decades of coaching and leadership experience, Darren offers practical ways to align your thoughts and actions with your professional goals—so you can lead meetings that create lasting value. You’ll discover: ✅ Why your mindset determines the ceiling of your growth ✅ Five daily habits to bring intention and consistency to your meetings ✅ How to shift from default to design in your wholesaling career If you’re ready to move from reactive to purposeful, this episode will help you develop the internal tools to thrive. Episode Timestamps: Five Mindset and Habit-Set Tools – Introduction: Mitch welcomes Darren Cde Baca and sets up the idea that results don’t come from effort alone—they come from thinking differently. – Darren explains why transformation starts in the mind. Before changing behavior, you must change how you think. – Why speaking in the present tense reinforces identity and intentionality in your daily work. – How to use short, powerful phrases to shape your mental stamina and stay the course. – Break down your thinking into mindsets – Effort can only take you so far. Training and mastery are what lead to elevation. – Use daily rituals like gratitude, unplugging, and client communication strategies to stay sharp. – Reassess, Restate, and Reactivate. A practical process for refining your habits and staying focused. – Darren explains how mastery happens when you commit to the work—and to yourself. – “Trying harder” doesn’t equal “training smarter.” Why effort must evolve into consistent preparation. – Learn how to stack values and organize your time, energy, and attention in a way that actually serves your goals. – Forget the myth of perfect work-life balance. Instead, be clear about your seasonal priorities and act accordingly. – Professional success isn’t sustainable if it comes at the cost of personal well-being. – Darren challenges listeners to pick one tool and get good at it. Mindset and habits work best when built step by step. Subscribe on , Apple Podcasts, or Spotify. Learn more at thefinancialwholesalerpodcast.com. Follow us:
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Branding With Purpose
08/01/2025
Branding With Purpose
Every quality meeting begins with more than a pitch—it begins with purpose. In our first episode, ESA CEO Mitch Santala sits down with 37-year wholesaling veteran Mark Warren to explore how building a personal brand—by design, not default—can transform your advisor meetings from transactional to meaningful. You’ll discover: Why your personal brand matters more than your product How branding shapes the trust behind every meeting The habits that fueled Mark’s long, successful career If you're ready to move beyond the script and start showing up with purpose, this conversation will help you lead meetings that advisors remember. 🔖 Episode Timestamps: Branding with Purpose 0:00 – Introduction: Mitch welcomes Mark Warren and introduces the idea of building your brand on purpose, not by default 1:04 – Why the classic 4 Ps of marketing aren’t enough in financial wholesaling 2:00 – Do you have a brand by design or by default? 3:16 – What is “Shelf of the Mind” theory and why does it matter for wholesalers? 5:04 – Why products alone won’t differentiate you anymore 6:28 – Creating compression through branding: moving from product defense to relational value 7:00 – The 3 traits of great brands: Easy to acquire, Perform, Reassure 9:01 – What “easy to acquire” means in wholesaling and how to achieve it 11:00 – How to script niche-based client acquisition conversations 13:20 – “You're one of my best clients”: a bridge statement that builds loyalty 15:15 – Helping advisors work their niches through strategic questions 16:22 – Performance: Stop comparing yourself to the S&P 500 17:25 – Defining a personal index of success for clients 18:52 – Helping advisors connect performance to real-life goals 19:55 – Reassurance: Why many clients don’t know the value their advisor provides 22:45 – Social credibility, trust-building, and the “honor bar” effect 25:28 – What Trident and Dollar Shave Club can teach wholesalers about branding 29:02 – The wrap-up: practical questions to ask in your next advisor meeting 30:35 – Becoming the referral mechanism through brand differentiation 31:13 – Mark’s personal contact info and Power 4 Ministries 31:58 – Closing: Visit esasolutions.com for appointment setting services Subscribe on , Apple Podcasts, or Spotify. Learn more at thefinancialwholesalerpodcast.com. Follow us:
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