Client service have reasons for over-selling either themselves or the Agency. They may prize personal development, which they experience when they push themselves beyond their limits. Or perhaps they are trying to guard their relationship with the Client, by pitching for projects to lock-out threats from potential competitors.
Whatever the motivation, the question is, what are the ramifications of over-selling?
Agencies rarely get into trouble for the claims they make which inflate their capability. More often, Agencies get skewed by Clients when they fail to deliver on a promise which cause the Client damage or embarrassment.
So over-selling one's capability poses no real harm to either the Agency or the Client, assuming client service deliver what was promised.
A smart team of client service are well aware of the necessity to deliver. They know their strengths, and how far they can extend before they get into hot water. They can clearly calculate where they are and the risk of extending. They are comfortable when in situations where they don't have answers, because they know that in time they will find solutions.
The decision to over-commit, or risk passing up an offer is not an easy one to make. By turning down a project, client service invite potential competitors. On the other hand, the single act of over-committing could jeopardise the very relationship, the Agency sort to protect.
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