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In this tutorial, Devon Dean from ProjectManager.com explains how to effectively sell a project through a proposal. He emphasizes that relationships matter, stating that people buy from people, and a proposal should not be viewed in isolation. Communication with decision-makers is crucial; without it, even the best proposal may not secure funding or resources. Dean advises project sponsors and champions to actively lobby and engage with decision-makers during one-on-one meetings. These interactions are valuable for refining the proposal based on feedback and enhancing understanding of what decision-makers are looking for, ultimately increasing the chances of project approval.