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In this tutorial, the importance of service proposals in building trust in professional sales is emphasized, particularly for the Y and Z generations. Famous author Jeffrey Gitomer states that effective salespeople are relationship builders who provide value. A service proposal is defined as a document used to sell goods and services to prospective clients, outlining common pain points and how the proposed solutions address them. It functions as a clear documentation of the B2B sales process, aligning expectations and goals between the seller and buyer, thereby fostering stronger business relationships.