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In this tutorial, Alex Berman from Inspire Beats discusses how to write a proposal. He explains that a proposal is a document sent to clients in B2B sales to inform them of the services offered and to demonstrate the ability to deliver on those services. Proposals should be customized to address the client's specific problems and outline tailored solutions, along with relevant project details. The video emphasizes the importance of timing when using a proposal, suggesting it should be presented when appropriate to enhance communication and understanding between the service provider and client.