ETA Utah Chapter Panel: Understanding the Broker Ecosystem
Finding a good business to buy is rarely about a single listing or a single platform. It’s about understanding how deal flow actually moves, how brokers think about buyers and sellers, and how to position yourself as a credible acquirer long before a deal is under LOI.
This panel brings together experienced brokers to demystify the broker ecosystem and share a practical, on-the-ground view of how searchers can build relationships, surface opportunities, and navigate early conversations with sellers.
We’ll cover:
How brokers source and screen deals
What makes a buyer stand out (and what raises red flags)
Best practices for approaching and building relationships with brokers
How to think about proprietary vs brokered deal flow
Common mistakes searchers make when engaging brokers and sellers
Open Q&A on ETA, search, and lower-middle-market M&A
Panelists:
Rick Krebs — M&A Advisor and CPA with deep experience in business brokerage and exit planning, helping owners sell and buyers acquire lower-middle-market businesses.
Adam McMurtrey — CEO, XP Business Brokerage. Background in engineering, operations, and value creation, now focused on brokerage and exit planning.
Diane Warsoff — President, Exit Factor of Salt Lake & Utah County; former CEO / Co-Owner, Transworld Business Advisors of Utah County. Extensive experience in valuation, exit strategy, and transaction execution.
John Dudash — Former CEO of multiple private equity-backed middle-market companies across CPG, manufacturing, and supply chain. Now serves as an M&A specialist for the SMB community.
Moderated by:
Chase Murdock — CEO, Decada Group & Durable
Open to searchers, aspiring acquirers, investors, independent sponsors, operators, and others interested in ETA and small business acquisition.