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In a tutorial about service proposal presentations, the speaker quotes author Jeffrey Gidemere, emphasizing that great salespeople build relationships, provide value, and help customers succeed. As Y and Z generations enter the business realm, trust and solid foundations become increasingly important. A service proposal is defined as a document aimed at selling goods and services to businesses or prospective clients. It should address common pain points and demonstrate how the proposed solutions alleviate these issues. Essentially, a service proposal serves as a clear and direct reflection of the B2B sales process, helping both sellers and buyers align on expectations and goals.