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In this video tutorial, Alex Berman from Inspire Beats discusses how to write a proposal, particularly for B2B sales. He defines a proposal as a customized document sent to clients to outline what services can be provided and to address their specific problems. The proposal should detail the solutions offered and include relevant project information. Berman emphasizes that proposals are crucial in communicating capabilities and establishing trust with clients. He also notes that a proposal can be used in various situations to clarify intentions and facilitate collaboration.