"We tried something like this before and it didn't work"
What to say when a prospect says "we tried this before and it didn't work"
This objection comes from experience, not assumption, which makes it one of the most legitimate you will hear. Something cost them time, money or credibility, and they do not want to repeat it. What failed might have been the product, the rollout, adoption by the team, the fit or the timing. Usually the buyer has a clear story about what went wrong, and that story is the most valuable thing you can learn on the call. The worst move is to insist you are different before you know what happened. The best is to understand the failure well enough to say honestly whether you would avoid it.
Why buyers say it
- A previous tool or vendor did not deliver, and they paid for it in time and money.
- A rollout failed because of adoption rather than the product, and they fear it will happen again.
- They championed the last attempt and do not want to be burned twice.
- It is a credible reason to avoid a conversation they do not want to have.
- They now believe the whole category does not work for companies like theirs.
5 ways to respond
Say them in your own voice. The goal is a real answer, not a clever comeback.
1.Ask for the story
That's really useful to know. What happened? I'd like to understand what went wrong before I say anything about us.
It signals that you care about their experience more than your pitch. Most buyers will explain, and the details tell you whether the cause is something you can actually address.
2.Separate the product from the rollout
Gap SellingWhen it didn't work, was it more the tool itself, or how it got rolled out and used day to day?
It helps both of you diagnose the failure. If it was the tool, you can compare specifics. If it was adoption, the conversation shifts to how a rollout would be handled differently.
3.Acknowledge the cost
Tactical empathyThat sounds like it cost you a lot of time, and maybe some credibility internally too. I can see why you'd be wary of trying again.
Naming the real cost, including the personal one, shows you understand why they are cautious. Buyers who feel understood are much more willing to keep talking.
4.Ask what would need to be different
NEPQIf you ever did look at this again, what would need to be different this time for it to work?
Their answer is effectively a list of success criteria. If you can meet them, show evidence. If you cannot, say so; that honesty is often what earns a second conversation.
5.Offer a low-risk way to test it
I wouldn't expect you to take my word for it. Would a small pilot with clear success criteria be a fair way to find out, or is that still too much right now?
It reduces the risk they are worried about and puts proof ahead of promises. Including "too much right now" keeps it a genuine question rather than a push.
What to avoid
- Saying "we're different" before you know what went wrong.
- Criticizing the previous vendor. They may have chosen it themselves.
- Blaming the buyer's team for poor adoption.
- Promising results you cannot guarantee just to overcome their skepticism.
- Rushing past their story to get to your demo.
Questions that keep the call going
- "What were you hoping it would do?"
- "What actually happened?"
- "Was it the tool, the rollout or something else?"
- "Who chose it, and who used it day to day?"
- "What would need to be different next time?"
- "How are you handling the problem now?"
Try it: type your response
The buyer says "We tried something like this before and it didn't work". Write what you would say back, then check it against the advice on this page.
Pick an objection
"We tried something like this before and it didn't work"
Aim for 12 to 60 words.0 words
Quick text check scored with simple rules. In Vonvo, voice calls are scored by AI on a full scorecard.
What the check looks for
Acknowledges first20 pts
Open with a few words like "That's fair", "Makes sense" or "I understand".
Asks an open question25 pts
Ask what, how, which, who or when, or offer an either-or choice, then stop talking.
Doesn't argue15 pts
Drop "but" after your acknowledgment, and skip "actually" and "to be honest".
No early discount or pressure15 pts
Leave discounts, "today only" and deadlines out of your first answer.
12 to 60 words10 pts
Keep it between 12 and 60 words.
Stays on their concern, not your pitch15 pts
Leave out features, demos and "we are better" claims until you understand what is behind the objection.
Questions about this objection
How do you handle "we tried it before and it didn't work"?
Ask what happened before you say anything about your product. Find out whether the failure was the tool, the rollout or the fit, then be honest about whether you would avoid the same problem.
Should I tell them we are different from the last vendor?
Only after you understand what went wrong, and only with specifics. A generic "we're different" sounds exactly like what the last vendor said.
What if the failure was their own team's fault?
Do not say so. Talk about what any rollout needs to succeed, such as a clear owner, training and agreed goals, and let them draw their own conclusions.
How can I practice this objection?
Roleplay with a skeptical buyer who has a specific bad experience, and practice asking about it before you pitch. Vonvo lets you practice by voice with AI buyer personas and get each call scored with feedback.
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