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In the tutorial, the importance of building relationships in sales is emphasized, referencing author Jeffrey Gitomer's viewpoint that effective salespeople provide value and support their customers' success. As younger generations take over business roles, establishing trust has become essential, with the service proposal presentation being a key starting point. A service proposal is defined as a document used to sell goods and services to potential clients, addressing common pain points and showcasing how solutions can alleviate these issues. It serves as a crucial tool in the B2B sales process, ensuring both seller and buyer have aligned expectations and goals.