Most agents and brokers have had some opportunity to sell or speak to clients and prospects about network security and privacy coverage (cyber insurance). Over a decade of selling this coverage shows a surprising similarity of obstacles to sale.

Here are the main "stops"—actually, myths—that keep clients from buying cyber insurance:

• A breach won't happen to us.
• Isn't this already covered?
• We are 100% secure.
• I can't talk to the tech people.
• Applications are too difficult to complete.

Cyber coverage should now be a part of any property and casualty insurance discussion. Although the coverage is not new, it is now being purchased more frequently. Marsh reports the number of its U.S. clients buying cyber insurance increased 33% from 2011 to 2012.