The key to engaging with a potential client to discuss and provide cyber-risk insurance is to approach the discussions from their real business activities’ needs rather than any generalised knowledge they have gleaned from recent cyber-security threats or events reported in the national broadcast and newspaper media.
For example, most retail brokers engage too early in conversations about ‘hacking’, ‘denial of service’, ‘phishing’ and ‘social engineering’ and such like. As important as these topics are, it can often lead to a conclusion that the potential client has not been directly affected by these matters to date, therefore, they don’t need cover. Don’t forget the basic premise of insurance – it provides security for the future!
Our extensive experience at Node International, particularly in the USA and Europe, clearly tells us that the correct, and more successful, approach is to start with an evaluation of the potential client’s business activities.
For examples, each of these activities has a cyber-risk profile so even though the potential client has not dealt with (say) a denial of service attack, the fact that over 80% of their business depends upon an ecommerce website highlights the substantial cyber-risk. Or they are highly dependent on a supply chain and/or contractor, of which they know little about their cyber-risk policies, again highlighting their potential cyber-risk through the failures of others.
Taking this business activities profiling approach is a very logical systematic approach that engages the potential client. It is also quite simple to conduct. Start with a conversation about ‘mapping’ the high priority business activities and start introducing the question, ‘’What happens if…’’ Think of it as an ‘heat map’ of the business. When viewed overall, the client then sees the totality of cyber-risk they face. Then, the most effective cover can be assessed and priced accordingly.
It’s important not to think of early conversations as ‘selling cyber-insurance’ but providing an expert and value-added service to the clients. It is likely that they know very little about cyber-security and cyber-risk so building up the ‘heat map’ though sensible discussion helps the client. Nowadays, ‘helping the client to buy’ is far more effective than ‘selling’.
This is where Node International scores highly. As a wholesale broker and underwriter at Lloyds of London you can tap into our expertise and assistance. For example, by talking to one of our brokers before you go and see a client could help you tremendously. Even if you have never used Node International before, our brokers and underwriters are here to help you build your business.
Finally, lets step back a little. In the last two decades there has been a huge increase in businesses that are now dependent upon their technologies and digital capability. And, of course, the constant threat scenarios they face each day. From our experience, literally 99% of modern businesses (from small to large across all sectors) face at least one cyber-risk in their ‘heat map’. In effect, every business call you make is a potential satisfied client providing you approach it correctly and have a ‘value-added service’ at the forefront of your mind. As mentioned before, we can assist you with this essential skill.