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In a tutorial about service proposal presentations, the speaker references author Jeffrey Gitomer, emphasizing that successful salespeople build relationships, offer value, and help clients succeed. As Y and Z generations enter the business landscape, the focus on trust and solid foundations becomes paramount. The service proposal is defined as a key document used to sell products and services to other businesses or potential clients. It should address common pain points and demonstrate how the proposed solutions alleviate them. This document serves as a clear representation of the B2B sales process, ensuring alignment between seller and buyer on expectations and goals.