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In this tutorial, the importance of building trust in professional sales is emphasized, particularly as younger generations enter the business world. Quoting author Jeffrey Gitomer, it highlights that effective salespeople are relationship builders who provide value. The tutorial defines a service proposal as a key document used to sell goods and services to potential clients. It should address common pain points and demonstrate how the proposed solutions alleviate these issues. The service proposal serves as a clear representation of the B2B sales process, ensuring both seller and buyer share a mutual understanding of expectations and goals.