252 Wes Young & Gavin Filasek / From Chasing Prospects to Creating Demand
36m | Sep 25, 2026This is Part 2 of our prospecting roundtable. If you missed Part 1, go back and start with Episode 234.
In this roundtable episode of the Elite Financial Advisor Podcast, Sten Morgan, CFP®, ChFC®, gets the band back together with Wes Young, Founder and CEO of Wes Young & Associates, and Gavin Filasek, Co-Founder and Partner of Highland Wealth, to get practical about prospecting: how to stop chasing prospects and start creating demand. Prospecting is one of the three pillars of EAN's Elite Model, alongside communication and building a financial plan, and this conversation goes deep on it.
They open on the thing most producers get wrong - balance - and why you need a 90-day family plan, not just a business plan. Then they dig into how fee-based planning turns call-outs into call-ins, how each of them prices and structures their service models, and why "never a thousand" is a rule worth keeping.
The heart of the episode is process and language: the three-part way to answer "what do you do?" so you are memorable and magnetic, why your process is what makes clients refer you, and the weekly system Gavin's team runs to drive growth instead of letting the market dictate it.
As Gavin puts it: "I used to have to call out. Now they call in."
In This Episode
- Stop chasing, start creating demand: why fee-based planning turns call-outs into call-ins.
- You need a 90-day family plan, not just a business plan. You will not default your way into great relationships.
- How to answer "what do you do?" in three parts so you are memorable, not forgettable.
- Pricing and service models: flat fees, annual retainers, and why "never a thousand."
- Build a weekly prospecting system and a scorecard, and do not let the market dictate your growth.
Episode Timestamps
00:00 - The band is back together
00:40 - Balance, seasons, and guardrails
02:00 - The 90-day family plan
06:00 - Blending work and life instead of "balance"
08:30 - Getting practical on prospecting
09:20 - How fee-based planning creates call-ins
11:00 - Using planning to earn the AUM and insurance work
12:30 - Pricing: Gavin's flat fees (6k, 12k, 24k)
14:00 - Wes on annual retainers and moving every client to them
16:00 - The juice has to be worth the squeeze
17:10 - Why process is the foundation of demand
18:00 - Mid-years, year-ends, and strategy summaries
19:00 - Answering "what do you do?" in three parts
23:00 - Don't give a label or a book report
24:00 - Gavin's weekly team prospecting system
27:00 - Don't be an "ask-hole": how to ask for introductions
29:00 - Don't let the market dictate your growth
31:00 - Give value with ideas: the book-and-quote move
33:00 - Put yourself where your ideal clients are
Missed Part 1? Start There:
This is the second half of our prospecting roundtable with Wes Young and Gavin Filasek. If you have not heard Part 1 (Episode 234), listen to it first.
Listen to Part 1 here:
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Want the cheat sheet for this episode? We turned the biggest ideas into a one-page companion guide - the demand-creation playbook, core insights, and three action steps.
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Get the Free Book: Value First Prospecting
Most advisors were trained to sell first and hope trust shows up later. Value First Prospecting shows you how to create demand, lead with ideas, and turn first meetings into strategy conversations instead of sales meetings. You can claim a free copy of Sten Morgan's book, Value First Prospecting. Just cover shipping.
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