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In this video, Alex Berman from Inspire Beats explains how to write a proposal. He starts by defining a proposal as a document sent to clients in B2B sales, outlining the services provided and demonstrating the ability to meet client needs. Proposals should be customized to address specific client problems and offer tailored solutions, detailing all relevant project information. He emphasizes that proposals are essential when engaging with clients to ensure clarity and alignment on expectations. Alex sets the stage for further discussion on the purpose and timing of proposals in the sales process.