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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 used in B2B selling, sent to clients to outline the services offered and to demonstrate the provider's capability to deliver. Proposals should be customized to address the client's specific problems and detail the solutions offered, along with relevant project information. Berman emphasizes the importance of using a proposal at the appropriate time in the sales process. The video aims to guide viewers in creating effective proposals for business opportunities.