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In this tutorial, Devon Dean from ProjectManager.com explains how to effectively sell a project through a well-crafted project proposal. He emphasizes that building relationships is crucial, noting that decision-makers are unlikely to approve a proposal without prior communication. Dean advises that even the best proposal can fail without personal interaction; therefore, project sponsors and champions should actively engage with decision-makers to promote the project. These lobbying sessions and one-on-one meetings provide valuable opportunities to refine understanding and ensure the proposal aligns with the decision-makers' interests and organizational goals.