Being specific, means making the clients feel what you are proposing will solve their specific problems. It is not a generic product or service that anyone can acquire.
You need to state specific products or services, pricing, delivery, installation, and implementation schedules. And, in stating all of these factors, you need to be specific in how and why no other company can meet their needs the way you can.
Being specific also means you limit the number of options that you offer them.
If you feel the client is one that would be more comfortable with options, consider this tactic.
Option number one would be the option you strongly recommend because it is the best for the client.
Option number two could then be what the clients thought you would offer or what they thought they needed. But, they will quickly realize that option one, indeed, would meet their needs even better.
This gives them what they want -- options -- but, in effect, makes their choices much easier
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