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In this tutorial, Alex Berman from Inspire Beats explains the significance of writing a proposal in B2B selling. A proposal is a document sent to clients to inform them of your services and capabilities. It should be customized to address the client's problems and outline the solutions you can provide, including comprehensive project details. The video will cover key aspects of what a proposal is and when it's appropriate to use one. Berman emphasizes the importance of tailoring the proposal to effectively communicate your offerings to potential clients.