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In this video, Alex Berman from Inspire Beats discusses how to write a proposal, emphasizing its importance in B2B selling. He explains that a proposal is a document sent to clients to clearly communicate what services are offered and how they can address the client’s specific problems. Proposals should be customized and detail every relevant aspect of the project. Alex also mentions that proposals are best used when initiating business relationships or when a client's needs have been clearly identified. The goal is to present effective solutions tailored to the potential client's requirements.