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In the video, it is emphasized that sales proposals, often time-consuming to create, can hinder a salesperson's chances of closing a deal rather than help. The narrator questions the effectiveness of traditional training methods for writing proposals and highlights their experience working with numerous salespeople to discover best practices. They propose a unique proposal creation process and outline five essential keys to crafting an effective sales proposal. The first key mentioned is that a proposal must follow a thorough discovery conversation, asserting that this step is crucial for understanding the client's needs before drafting the proposal.