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In this video, Devon Dean from ProjectManager.com explains how to effectively sell a project through a project proposal. He emphasizes that people buy from people and that a proposal should not be viewed in isolation. It's essential to engage in proactive communication with decision-makers to increase the chances of project funding. He suggests that both project sponsors and champions should actively lobby these individuals, using meetings to refine their understanding of organizational needs and priorities while advocating for the project. Ultimately, personal interaction is crucial for success in securing resources and support.