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A service proposal is a vital document used in B2B sales to present goods and services to potential clients. According to author Jeffrey Gidemere, effective salespeople build relationships based on trust and value, which is increasingly important for Y and Z generations in business. The proposal addresses common pain points faced by the client and outlines how the seller's solutions can alleviate these issues. It serves as a clear reference that sets expectations and goals for both parties, ensuring they remain aligned throughout the sales process. Ultimately, it fosters trust and strengthens the business relationship.