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I watch sellers do this every day. They sit down to “dash off a quick note”, and resurface twenty minutes later with half an email and no momentum.
Most sellers still cling to this habit.
They stare at a blank screen.
They try to write the perfect first sentence.
Backspace.
Delete.
Start again.
(We used to call this “being thoughtful.” Now it’s just inefficient.)
Here’s the shift that matters in the age of AI:
Sellers should stop drafting, and start directing.
Not because writing is bad.
Writing is no longer the highest-value use of a seller’s time.
Drafting is an entry-level role in the communication ecosystem. Editing is not.
And directing?
That’s where leverage lives.
When sellers insist on writing everything themselves, they’re paying a quiet tax:
- More time spent staring at blank screens
- Less outreach actually sent
- Fewer quality conversations on the calendar
(Not because they don’t care, the process is just way heavier than it needs to be.)
Think about how professional writing gets done:
The highest-paid people in the room don’t write the first draft.
They say what they want.
React to what shows up.
Refine.
They don’t obsess over the opening line.
They shape the outcome.
Same thing here.
Most sellers are still acting like they work in a one-person print shop.
Handwriting when they shouldn’t.
Typing when they don’t have to.
Spending way too much time on emails they’ll send once, to one person, on one day.
That’s analog behavior in a digital world.
If wholesaling was a highway, that’s the slow lane, if not the breakdown lane.
Here’s the simple change.
Instead of trying to write the email, open your AI assistant and say:
“Write an email to an advisor on X, that influences them to Y. Use a consultative tone, active voice, make it scannable.”
Then stop.
Read what comes back. (Note how quickly it comes back!)
Now you’re not a writer.
You’re directing the writing.
Also the best: Your AI assistant will do as many drafts as you want, lightning-fast, and without complaining.
What changes when sellers move into the editor’s seat
This shift creates compounding benefits:
- Outreach happens faster
- Personalization becomes easier
- Confidence increases
- Consistency improves
- More advisor meetings get booked
Here’s the part nobody loves hearing, but everyone needs to:
Your competitors are already doing this.
It’s current reality.
AI has already moved from a game of differentiation, to a game of keeping up.
If you’re still insisting on writing everything yourself, you’re not being principled, you’re just slow.
So the recommendation is simple:
Stop writing.
Start directing.
Get out of the drafting chair.
Sit in the editor’s seat.
See what happens to your productivity.
Effectiveness.
The number of meetings you book.
In sales, as in most things, the people who scale first aren’t the ones who work harder. They’re the ones who adapt sooner.
Related: Why Your Sales Team Looks Busy—but Isn’t Producing Results