Proposals are recomdendations for work required / desired on a clients property. The more detailed a description you write in the proposal the better, because hopefully when they sign and date the proposal, it becomes a binding contract and work order. A successful sales rep will talk the client into more work then what they initially called for. It's important to make recomendations for all of your services, itemize and prioritize them on the proposal, then the client will call you hopefully when they are ready to go ahead with additional work.