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In this video, Steve Hansen, co-founder of a commercial cleaning service, discusses essential components to include in a proposal. He emphasizes that a well-crafted proposal should consist of a cover letter, a scope of work, a service agreement, and testimonials or references. He notes that these elements are fundamental and should be tailored to the client's needs. Additionally, Hansen highlights that proposals are often shaped by the client's Request for Proposal (RFP), which may specify required sections, such as an executive summary. This guidance is designed to help businesses effectively address prospective clients' expectations in their proposals.