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In this tutorial by Devon Dean from ProjectManager.com, the importance of effective communication in selling a project proposal is emphasized. Dean stresses that decisions are influenced by personal interactions, not just the proposal document itself. A well-crafted proposal alone is insufficient; engaging with decision-makers is crucial for securing funding and support. Dean advises project sponsors and champions to proactively lobby stakeholders and hold one-on-one meetings to better understand their needs and refine the proposal accordingly. This interpersonal approach enhances the chances of gaining approval for the project.