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In this video, 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 services you provide and demonstrating your ability to deliver them. Proposals should be customized to address the client's specific problems and include the solutions offered, as well as comprehensive project details. Berman emphasizes the importance of using a proposal at the right time, suggesting it serves as a crucial communication tool to convey potential solutions to the client's needs. The video aims to guide viewers through the process of creating effective proposals.