A feature-rich business proposition can leave the customer uncertain about the outcome. Describing the product is necessary, but it must be linked to the need for which the person is evaluating the purchase. This link must be concrete and plausible.
For a service, I propose to indicate activities included, times and information necessary for its start. Excluded items should be made understandable when they affect the price assessment. A seemingly convenient estimate can become difficult to compare if major costs only emerge later.
Initial listening serves to recognize constraints and priorities. A customer might prefer a simpler solution because they have little time to use it. Adding functions that do not respond to that condition can increase the cost without improving the choice.
The result should also be described with measure. It is possible to promise an activity under one's control; it is more difficult to guarantee effects that depend on the market or the behavior of other subjects. A good proposal makes this relationship explicit. The final comparison should allow the customer to understand what he will receive, how it will be realized and what conditions will affect the outcome, supporting an informed decision and a more predictable business relationship.