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In this video, Alex Berman from Inspire Beats discusses how to write a proposal, emphasizing its importance in B2B selling. He explains that a proposal is a document sent to clients to outline the services offered and how they can address the client's problems. Proposals should be customized to reflect the client's specific needs and detail the proposed solutions as well as relevant project information. Alex notes that proposals are crucial for effective communication with clients and should be used at appropriate times during the sales process. He begins with basic definitions before diving into more in-depth guidance on writing proposals.