The Trusted Advisor’s Playbook: How to Sell Incident Response Proactively (Part 1)

After countless conversations with Trusted Advisors (TAs), one theme always comes up when it comes to how to sell incident response: conversations rarely start with forensics or tabletop exercises. More often, they come up when a client asks for a penetration test or another “check-the-box” security assessment.

For many clients, security is still seen as a cost center, not a business enabler with ROI. And for many Trusted Advisors (TAs), the default starting point is Managed Detection and Response (MDR). It’s table stakes. But MDR isn’t enough to stand out in a crowded, commodity-driven security market.

The real differentiator? Proactive incident response.

The hesitation problem

When a cyber incident happens, your client is going to start asking questions – such as “How did this happen?” If you haven’t helped them prepare for the worst, then you risk giving them a reason to turn to another trusted advisor who can provide the answers and visibility they need. As their Trusted Advisor, they want guidance, resources, and a steady voice that can bring in the right expertise before something bad happens.

That’s where strong incident response services can make the difference and is a golden opportunity to earn trust when they see the value of your advice. 

How to start the conversation

Don’t lead with fear. Don’t ask “What keeps you up at night?” Instead:

• Lead with curiosity
• Frame it around business outcomes
• Use open-ended questions that reveal gaps

Remember: You don’t need technical depth. You just need to open the door. Then you can bring in experts to go deeper.

Five questions every TA should ask when learning how to sell incident response

Here are five questions every TA should keep in their pocket when figuring out how to sell incident response naturally and build client trust.

1. “If you had a major disruption tomorrow, what’s the first step your team would take?”

• Why it works: Gets clients thinking about readiness without fear tactics.
• How to use it: Listen for hesitation or vague answers, that’s your cue to talk about planning.

2. “If something happened tonight, who would get the first call?”

• Why it works: Exposes gaps in their chain of command.
• How to use it: If they’re unsure, it’s a natural opening to explain why having a clear incident response plan matters.

3. “When was the last time you walked through a cybersecurity tabletop exercise or tested your incident response plan?”

• Why it works: Most companies think they have done incident response planning, but rarely test it.
• How to use it: Silence, outdated timelines, or “we’ve never done one” = your chance to suggest a tabletop.

4. “How confident are you that you’d know an incident was happening before it became a full-blown disaster?”

• Why it works: Frames IR around visibility and early detection.
• How to use it: If confidence is low, position proactive monitoring or assessments as the fix.

5. “Have you recently reviewed your cyber insurance requirements to identify security control obligations, preparation requirements, or compliance around incident response that could give your insurer grounds to deny a claim?”

• Why it works: Leverages compliance and insurance as executive-level triggers.
• How to use it: If they haven’t, point out that IR planning isn’t optional, it’s often required for coverage and audits.

Starting the conversation (without the awkwardness)

You might be thinking, “I can’t just drop five heavy questions in a client meeting.” And you’re right. This isn’t an interrogation, it’s a dialogue.

What successful TAs tell us is consistent:

• Avoid jargon; focus on risk and business outcomes.
  
• Use compliance or insurance stories to unlock the conversation.
  
• Don’t treat it like a technical Q&A — treat it like a business conversation.
  

Here are three easy ways to ease in:

• Industry trends (not breach headlines):
  “We’ve been seeing new compliance requirements and changes in cyber insurance requirements. How are those impacting your business?”
  
• Peer comparison:
  “Some of my other clients have been running tabletop exercises to stress-test their plans. Have you done something like that with your team?”
  
• Business impact:
  “If a cyber incident took your systems offline for a few days, which part of the business would you worry about most?”
  

Why clients need you, not your acronyms

From there, you can transition into one or two of the five questions. These aren’t just conversation fillers, they’re practical examples of how to sell incident response in a way that feels natural and not pushy. That’s when the value of an IR conversation becomes obvious. It’s also an opportunity to reach out to a customer that you haven’t spoken to in a while, or who’s been avoiding your calls. These types of questions are almost certain to get a response.

Here’s the secret: you don’t need to have all the answers. You don’t need to be the forensics expert, the lawyer, or the insurance broker. Your value is in being the bridge, the one who connects clients to the right resources at the right time.

Trusted Advisors who are most effective don’t rely on acronyms or technical jargon. They keep the conversation focused on business outcomes: protecting data, supporting employees, and keeping the business running. They see their role as translating risk into business language, then bringing in the right experts when it matters.

Proactive conversations like this build credibility. A certain TA reminded us that clients are tired of doom-and-gloom breach talk, but they will engage when you tie security to actual cybersecurity ROI, productivity, and reputational risk.

And if there’s an incident? 

You’ll be remembered for preparing your client to respond, and for helping them recover more quickly. In those moments, being the calm connector is what builds loyalty. And, I don’t have to tell you this: loyalty is what drives renewals, referrals, and long-term business.

Final thoughts

You don’t need a script or technical deep dive to sell incident response effectively. You just need five smart questions and the confidence to guide the conversation.

When your client is ready for next steps, or if the conversation gets more technical, you don’t have to carry it alone.

Cyber Defense Group can be your partner. We’ll provide the technical depth, proven incident response playbooks, and support to make sure your clients are prepared.

Book a consultation to strengthen your client conversations today!