I've seen and developed many business proposals. For example, a consultantcy company starts explaining its service portfolio they offer. But before that an information pertaining to where would their service fit into needs to come out. This can entail the end customer benefits (this projects a larger purpose of your business) or the advisory implementations with precise scenarios. this should come before the service/ product portfolio as this would relate the customer interest and would have a clear story board.
This should address achieveing better customer interest and he could relate it with where he could use your services. This avoids customer thinking where can he use your help or to think its inapproporiate for his business. Helps you enhance revenues and improves customer recall power. For any individual, his objectives or output is very critical. If you could convince him by telling you could do that, apparantly he's interested. Moreover if your cost, quality and other stuffs go hand-in-hand, he's then impressed. So focus on the larger value.
As mentioned earlier, formulate a proper storyline in your sales pitch presentation. This improves customer recall power of your company. Include information relating to the end customer benefits and scenarios where you can serve your customer. If you know your customer's value chain, then you are a step ahead. Draft the value chain and say where are the areas you can provide support. That's brilliant!
Increases revenue, winning quick and more businesses, customer recall
Start segmenting your target customers. Understand and if possible prepare a database on the customer requirements. This series of past requirements quoted by your customer will lead to identifying their businesses and requirements to an extent. You may also rediscover some of the customers requirements to be really into your potential areas of cross-selling services/ products.