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Impromptu unauthorized pen test :)
But honestly, I send them threat research. I pull lists of companies and competitors who have recently been hit, and ask them if they have a similar footprint. Setup calls with previous victims of attacks (that we have helped) and they are usually willing to explain to other business owners what they would have done different.
Coach
Find a new client, you can’t sell a pen to someone who doesn’t write
Why is that your problem. You informed and educated. Let them live with their decision and any consequences. If the call in an emergency double or triple price. Problem solved.