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In this video, Alex Berman from Inspire Beats discusses how to write a proposal, starting with defining what a proposal is. A proposal is a document sent to clients in B2B sales, outlining the services offered and demonstrating the provider's ability to deliver. It should be customized, addressing the client's specific problems and detailing potential solutions along with relevant project information. Berman emphasizes the importance of proposals in the sales process, indicating when they should be used to effectively communicate with clients.