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In this video tutorial, Steve Hansen, co-founder of a commercial cleaning company, discusses key elements to include in a proposal for potential clients. He outlines essential components: a cover letter, scope of work, service agreement, testimonials, and references. These elements are crucial for any proposal submission. Additionally, he emphasizes that proposals should often align with the client’s Request for Proposal (RFP), which may specify additional requirements like an executive summary. Understanding the RFP can guide what specific details need to be incorporated into the proposal for better alignment with the client's expectations.