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In the video, Dan expresses his strong dislike for proposals, stating he has successfully closed numerous high-value deals without using them. He reflects on his early career when he relied on proposals but found them ineffective, as they often lead to silence from prospects after significant time spent crafting them. Dan argues that if a client cannot be closed over the phone, a written proposal is unlikely to change that. He encourages viewers to think about their own experiences with proposals, highlighting the inefficiency and frustration involved in the process. He suggests seeking alternatives to proposals for closing deals.