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In the video tutorial, Steve Hansen discusses essential elements to include in a proposal for commercial cleaning services. Key components to include are a cover letter, a scope of work, a service agreement, and testimonials or references. He emphasizes that these elements are crucial for any proposal. Additionally, he notes that the content of the proposal should often align with the client's Request for Proposal (RFP), which may specify particular requirements, such as an executive summary, that must be addressed. Hansen advises tailoring the proposal based on these specific client needs and guidelines.