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In this video, Alex Berman from Inspire Beats discusses how to write a proposal. A proposal is a document sent to clients in B2B sales, detailing what services can be provided and how they address the client’s problems. Proposals must be customized to fit the client's needs and should outline the project specifics. The video emphasizes the importance of understanding when to use a proposal, indicating it's crucial in the selling process. Alex demonstrates the setup he’s using for this tutorial, providing a clear and engaging overview of the topic.