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New security guard company owners often ask two main questions: how to write a proposal and how to price services. The video focuses on creating an effective proposal that can lead to winning contracts. It emphasizes that contracts are not awarded solely based on the proposal but rather on the preparation leading up to it. Proposals are often used by potential clients to disqualify vendors, meaning that common mistakes like misspellings or non-responsiveness can lead to rejection. The video aims to guide viewers in crafting a proposal that stands out and avoids disqualification, highlighting the importance of attention to detail in the proposal-writing process.