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The speaker expresses excitement about participants using a new program that can enhance their business and improve proposal submissions, noting its effectiveness in securing an 80% close rate with high-profile clients. The first step in crafting a strong proposal is creating an impactful cover letter. It’s emphasized that many people overlook this section, but it's crucial for encouraging clients to read the entire proposal. Given that clients may receive numerous proposals, making a strong first impression is essential, similar to a landing page. The speaker suggests beginning the cover letter by acknowledging the client's problems and requirements to engage their interest effectively.