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In this tutorial, Alex Berman from Inspire Beats discusses how to write a proposal. He explains that a proposal is a document sent to clients in B2B sales, outlining what the service provider can deliver and addressing the client's specific problems with tailored solutions. Proposals should be customized and comprehensive, including all relevant project details. Berman emphasizes the importance of using proposals at the right time in the sales process to effectively communicate the service value to clients. He introduces the concept through a casual setting, mentioning he is filming in a rented room with a whiteboard.