I spent most of my career selling products to companies. In those businesses the sales process often included an RFP or RFI (request for proposal or request for information). You get a 50 page document from your client, likely written by a consultant, that outlines all of their detailed requirements in question form. These are usually YES or NO type questions with an ability to provide written detail. The client sends this document to you and your 10 competitors. Your best people then spend hours or even days positioning the answers to best reflect your unique strengths and highlight your product differentiators.