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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 selling, outlining the services offered and demonstrating the capability to deliver on those services. It should be customized to address the client's specific problems and include detailed solutions along with relevant project information. The use of proposals is essential when engaging with potential clients to clarify offerings and establish credibility. Berman emphasizes the importance of tailoring the proposal to meet client needs effectively.