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In the context of professional sales, Jeffrey Gidemere emphasizes that great salespeople focus on building relationships and providing value to their customers. As generations Y and Z increasingly influence the business landscape, trust is becoming essential for successful business relationships. A service proposal is crucial in this context, serving as a formal document to present goods and services to potential clients. It highlights common pain points and illustrates how the proposed solutions address these issues. Essentially, a service proposal acts as a clear representation of the B2B sales process, ensuring both the seller and buyer share aligned expectations and goals throughout their engagement.