To be honest don't really think any one can help you for the following reasons:
1. No one on these boards has seen what these proposals are except you..
2. And if we did have them, no one knows what you and or our company specified what type of service your company is looking for. What were the parameters each company was given to quote on??? - there are lots of ways service quotes can be provided - from a periodic maintenance agreement (planned maintenance agreement) to a full maintenance program or just a time material program or....- they all have different terms and pricing based on what you are looking for and have specified.
3. No one knows what the working environment is, for all we know truck they might be working in a "pickle foundry", what make & type of equipment that is being used >ICE trucks can be a 3000lb or 15,000lb+ lift capacity, expected annual hours of actual usage (not clock hours). Travel distance from the various lift truck dealer ship to your facility. You don't say if this equipment for your new facility is new or used - could be equipment transferred in from the "old" facility - no one knows. All these things and other factors can go into a proposal(quote).
4. Maybe if you asked the companies to see a an example of a invoice for service for the type of program you are looking for they just might help you so you can see how they are structured.
5. Maybe for starters you can ask each of the companies to clarify those areas in their quote that you don't understand.
6. Usually there are no "hidden" fees 99.9% of the time it is a lack of understanding of what is and isn't included in a service program. For example, a full service program - won't cover customer/operator abuse - those repair are extra invoices, usually x number of tires are included in a proposal, if the customer wears out more than those, they pay extra, if customer use units longer than planned, the extra hours are billed. Some customers think these extra invoices are those "hidden" charges.

GL