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Objection Crusher: “We Tried This Before”
Turn past failure into your biggest closing opportunity
There’s nothing colder than a burned buyer. When a prospect says, “We’ve done this before and it flopped,” what they’re really saying is, “I don’t trust this will be different.”
Most reps tiptoe around that pain. Great ones walk straight into it—with empathy, clarity, and proof that this time is different.
This objection isn’t a deal-breaker. It’s a golden chance to differentiate yourself, rebuild trust, and reframe the risk.
Your Ready-to-Use Scripts
When they say: “We’ve tried something similar. It didn’t work.”
Say: “Totally get that. What didn’t work the last time around? I want to make sure we don’t repeat it.”
When they say: “We invested before and didn’t see results.”
Say: “Makes sense. What was missing in that process and what would success look like this time?”
When they say: “We’re skeptical because we’ve been burned.”
Say: “That’s fair. Would it help to walk through how our approach is designed to avoid those exact pitfalls?”
When they go quiet after bringing up a bad past experience.
Say: “I know the last experience left a mark. Totally fair. Want to take five minutes to see what we’d do differently?”
Action Steps This Week
Encourage reps to dig deep into past pain points don’t dodge the tough stuff.
Arm your team with before/after case studies that show turnarounds.
Coach tone and pacing this objection is about emotion, not just facts.
Build a quick “Why We’re Not Like Them” visual your reps can use mid-call.
Buyers remember what burned them. Show them what will actually work.
