How to Handle:
“We've been burned by vendors like you before”
Past bad experiences create strong emotional barriers. The prospect needs to feel that you're different and that history won't repeat itself.
Why Prospects Say This
They have genuine trauma from a previous vendor relationship. They want to protect themselves from repeating mistakes. They need validation that their concerns are heard. Sometimes they're processing whether to give vendors another chance.
Best Responses
The Empathetic Dig
“That's frustrating—I'm sorry that happened. Would you mind sharing what went wrong? I want to understand so I can be honest about whether we'd be different, and if there are red flags, I'll tell you.”
Why It Works
Shows genuine interest in their experience and willingness to be honest.
Best For
Building trust through empathy
The Differentiation Response
“I hear that a lot, unfortunately—our industry hasn't always delivered. What I can tell you is how we're different: [specific differentiators]. But more importantly, let me show you with a trial period or pilot where you can validate before committing.”
Why It Works
Acknowledges industry problems while offering proof over promises.
Best For
When you have a clear differentiating factor
The Structured Safety
“That makes total sense. Here's what I propose: let's structure this so you're protected. Shorter initial term, clear success metrics, and an exit clause if we don't deliver. If we're as good as I believe, you'll want to extend. If not, you're not trapped.”
Why It Works
Puts skin in the game and reduces their risk.
Best For
Prospects who need structural reassurance
Do's and Don'ts
Do This
- Listen fully to their past experience without interrupting
- Validate their concerns—they're not being unreasonable
- Be specific about how you're different
- Offer structural protections (pilots, exit clauses, success metrics)
Don't Do This
- Dismiss their past experience or rush past it
- Badmouth the previous vendor
- Make promises you can't keep
- Assume all vendors are the same in their eyes
Follow-up Questions to Ask
“What specifically went wrong with the previous vendor?”
“What would have to be different for you to try again?”
“What warning signs should I avoid if we work together?”
“Would a pilot or trial help rebuild confidence?”
Industry-Specific Variations
“Our last marketing agency promised results and didn't deliver”
“That's why we structure our engagements around clear KPIs with monthly reporting. No vanity metrics—we track what actually drives your business. And we have a 90-day out if you're not seeing traction.”
“Our last software implementation was a disaster”
“Implementation horror stories are too common. Here's how we prevent them: dedicated project manager, weekly check-ins, and we don't go live until you're ready. Want to talk to a customer who switched from a bad implementation?”
Pro Tips
- Past pain is often more powerful than future gain—take time to address it
- Asking detailed questions about what went wrong shows you care
- Pilots and trials are your friend with burned prospects
- Sometimes the best move is to acknowledge the industry's problems and position yourself as the exception
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