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In this video tutorial, Steve Hansen, co-founder of a commercial cleaning company, outlines essential components to include in a proposal for potential clients. Key elements to incorporate are a cover letter, scope of work, service agreement, and testimonials or references. He emphasizes that proposals should often align with the client's request for proposals (RFP), which may specify the required contents, such as an executive summary. By adhering to these guidelines, cleaning service providers can create comprehensive and effective proposals tailored to their prospects' needs.