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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 sent to clients in B2B sales, outlining the services offered and demonstrating the ability to deliver those services. Proposals should be customized for each client, detailing their specific problems and the solutions provided. They typically include comprehensive information about the project. Berman emphasizes the importance of using proposals at appropriate times during the sales process to communicate effectively with clients.