Not only could a breach or failure to comply cause you a large financial loss, but you could also be looking at a severely damaged reputation. Data breaches and cyber-attacks are widely reported in the press. This means it is likely that your current and potential customers will see this.
Not only that, but if the breach involves their data, logins, or anything else, they would need to be informed. A simple breach or non-compliance could lead to your company getting a bad reputation and the loss of many customers as they may no longer trust you with their business. This means that you are likely to be experiencing further financial loss on top of any fine.