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In this video, Alex Berman from Inspire Beats discusses how to write a proposal. He explains that a proposal is a document shared with clients in B2B selling, detailing what services are offered and how they can solve the client's problems. Proposals should be customized to address specific client needs and outline potential solutions. Berman emphasizes that proposals are essential in the sales process, allowing clients to understand what can be provided. The video is set in a rented room, and he plans to cover the key components and use cases for proposals in the tutorial.