... feel my feelings ...

What does your customer care about? What matters? If your proposal is being reviewed by a gatekeeper, someone who performs a quick, initial screen of all submissions with the goal of eliminating those that are not appropriate, that person is looking for reasons to disqualify or reject proposals. Of course, the reasons have to be "safe" and defensible, so gatekeepers typically look for a failure to comply with requirements, or for a lack of fit with engineering, legal, or contractual specifications.

If the decision maker or recommender is a hands-on user of your product or service, that person is probably most concerned with the reliability, user-friendliness, and productivity of what you're offering. The person wants to know if it will make life easier or harder. Will it work with existing systems or equipment? Will it require changing familiar and comfortable habits of work?

Finally, if the decision maker is the ultimate authority, the one who controls the checkbook, the one who says yes or no and who can overrule the recommendations of other members of the decision team, that person is probably looking at bottom-line issues of cost, productivity, return on investment, or other measures of business performance.