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The speaker expresses excitement about a program that will significantly enhance business proposal efficiency, referencing an impressive 80% client close rate. They emphasize that the proposal process starts with the cover letter, which is often overlooked but crucial for engaging clients. The cover letter must captivate clients, who may have multiple proposals to review, akin to a landing page that encourages further exploration. The speaker suggests beginning the cover letter by acknowledging the client's problems and requirements to establish a connection and encourage them to read on.