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In this tutorial, Alex Berman from Inspire Beats explains the process of writing a proposal. He defines a proposal as a document essential for B2B selling, used to inform clients about the services offered and assure them of the provider's capabilities. Proposals should be tailored to address specific client problems while outlining relevant solutions and project details. Berman emphasizes the importance of customization and clarity in proposals, noting their key role in establishing a professional relationship and facilitating effective communication between service providers and clients. He highlights that understanding when to use a proposal is crucial for success.