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In this video, Devon Dean from ProjectManager.com discusses the importance of effectively selling a project through a project proposal. He emphasizes that personal interaction is crucial, as decision-makers are unlikely to fund a project based solely on the proposal document. To increase the likelihood of project approval, project sponsors and champions should actively engage and lobby decision-makers, leveraging these discussions to better understand their needs and refine the proposal. Overall, building relationships and communication is key to successfully securing funding and resources for a project.