The Financial Wholesaler Podcast Episode 5: Being Memorable with Your Difference
In Episode 5, Mitch Santala is joined by Darren Cde Baca 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. With decades of experience and too many 1-1 meetings to count, 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.. Watch now!
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.
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The Financial Wholesaler Podcast
Episode 5: Being Memorable with Your DifferenceMitch:
Hey, everyone. Welcome back to The Financial Wholesaler Podcast. I’m your host, Mitch Santala. If you're new here, this is where we talk about how to stand out, grow your career, and lead with purpose as a financial wholesaler. Today’s guest is a name you’ll recognize and a personality you won’t forget.Darren:
Glad to be here, Mitch. Appreciate the invitation.Mitch:
We’ve got Darren Cde Baca in the building—yes, that Darren—former Marine, national speaker, and branding strategist who helps advisors and wholesalers differentiate in an industry that can often feel like a sea of sameness.Darren:
That’s right. My mission is to help folks find what makes them them and turn up the volume on that.Mitch:
Let’s get into it. The episode title is “Being Memorable with Your Difference.” What does that mean?Darren:
Look, most people in this business are saying the same things: great service, strong products, good returns. That’s the commodity conversation. You’re not memorable unless you give people a reason to remember you.Mitch:
And that reason is usually tied to something personal?Darren:
Exactly. It’s your story. It’s your style. It’s your why. When I speak on stage, I show a slide with a blank white page and say, “This is your differentiator.” Then I write you in the middle. That’s the only true difference.Mitch:
So how does a wholesaler or advisor start identifying that difference?Darren:
Start by asking: what are you passionate about outside of work? What would people say about you at your funeral? Morbid, I know, but it gets real fast. Then build that into how you show up professionally.Mitch:
You’ve told me before: “Be the guy with the shoes, the guy with the story.” Can you unpack that?Darren:
Sure. When I was wholesaling, I wore cowboy boots. People remembered the boots. But they also remembered the story behind the boots—why I wore them, what they meant. It became a hook. We’re not trying to be gimmicky. We’re trying to be sticky.Mitch:
Sticky, not salesy. I like that. So how does someone take that difference and use it in the field?Darren:
Bring it into your meetings. Don’t start with the product. Start with you. Share a personal story that relates to the advisor’s world. Connect on a human level. Then tie it into what you offer.Mitch:
This sounds like it takes some courage.Darren:
It does. But courage creates connection. And connection leads to conversion. If you’re forgettable, you’re replaceable. Be memorable.Mitch:
That’s a mic drop. Final thoughts for the wholesalers listening?Darren:
Don’t hide your difference. Embrace it. Amplify it. That’s what will make your career fulfilling—and unforgettable.Mitch:
Darren Cde Baca, thank you. I know our audience is going to be thinking differently after this one.Darren:
Thank you, Mitch. Honored to be part of it.
Meet the Coaches
Mitch Santala
Mitch Santala is the CEO and co-founder of ESA with over 30 years of entrepreneurial leadership. ESA supports over 500 sales men and women in the financial industry with world class appointment setting services.
Darren Cde Baca
As the founder of DCB Strategies, Darren Cde Baca brings over 40 years of leadership experience to help professionals grow with intention. His mission is to equip individuals and teams with the mindset, tools, and commitment to become who they’re meant to be.
