How to Handle "We've Tried This Before and It Didn't Work" in Healthcare & Medical Devices Sales
Expert framework for overcoming the "We've Tried This Before and It Didn't Work" objection in Healthcare sales. Proven 3-step method with industry-specific examples.
ScriptFly AI Team
Expert Sales Trainers
How to Handle "We've Tried This Before and It Didn't Work" in Healthcare & Medical Devices Sales
Every healthcare sales rep knows that sinking feeling: You're mid-pitch, full of confidence, when suddenly the prospect drops the most deflating phrase in sales. "We've tried something like this before, and it didn't work." Your heart rate spikes, and you can feel the deal slipping away.
Why Healthcare Prospects Say "We've Tried This Before and It Didn't Work"
In the high-stakes world of healthcare and medical device sales, past experiences aren't just memories—they're battle scars. Healthcare systems operate under intense scrutiny, with razor-thin margins for error. A single failed implementation can mean wasted resources, disrupted patient care, and potential compliance risks.
The Real Reasons Behind This Objection:
- Fear of repeating previous organizational disappointments
- Budget constraints from previous unsuccessful investments
- Institutional memory of complex, failed technology integrations
- Risk-averse culture typical in medical procurement processes
The Wrong Way to Respond (That Most Reps Do)
Most sales reps panic when they hear this objection. They immediately go into defensive mode, trying to argue or minimize the prospect's previous experience. This approach screams amateur and guarantees you'll lose the sale.
Don't:
- ❌ Argue about their past experience
- ❌ Dismiss their previous implementation attempts
- ❌ Get defensive or confrontational
The 3-Step Framework That Actually Works
Step 1: Acknowledge Without Agreeing
Your first move is to validate their experience without accepting their conclusion. In healthcare, this means showing you understand the complexity of their challenges.Example Response:
"I completely understand. Healthcare technology implementations are incredibly complex, and I'm sure your team invested significant resources into that previous solution."
Step 2: Reframe the Conversation
Shift from defending your solution to diagnosing their specific needs. In medical device sales, this means demonstrating your deep understanding of their unique environment.Example Response:
"What specifically didn't meet your expectations in the previous implementation? Was it the technology, the support, or the integration process?"
Step 3: Ask a Diagnostic Question
Questions are your strategic weapon. They reveal underlying concerns and position you as a consultant, not just a vendor.Power Questions to Ask:
- "How has your organization's technology needs evolved since that last implementation?"
- "What would a successful solution look like for your team today?"
- "If we could address the specific challenges from your previous experience, what would change?"
Real-World Example: MedTech Solutions
When MedTech Solutions was selling advanced diagnostic imaging software to Kaiser Permanente, they encountered this exact objection. The IT director immediately mentioned a failed software implementation two years prior.
What Happened: The sales rep used the 3-step framework. By asking targeted questions, they discovered the previous failure was due to poor integration with existing systems. MedTech's solution had a unique middleware approach that solved this exact problem.
Key Takeaway: Understanding the specific failure, not just the general objection, opened the door to a successful sale.
Industry-Specific Considerations for Healthcare & Medical Devices
Healthcare sales require a nuanced approach that goes beyond typical B2B strategies. Compliance requirements, patient safety standards, and complex procurement processes create unique challenges.
- Compliance Requirements: Each objection must be handled with meticulous attention to regulatory details
- Average Deal Size ($75,000): Higher stakes mean more thorough evaluation and risk mitigation
- Typical Objection Triggers: Previous technology failures, integration challenges, budget constraints
5 Variations You Can Use Tomorrow
Variation 1: The Empathy Reframe "I hear you. Healthcare technology can be incredibly frustrating when implementations don't go as planned."
Variation 2: The Social Proof Angle "We've actually helped three similar healthcare systems overcome the exact challenges you experienced."
Variation 3: The Risk Reversal "What if I could guarantee a implementation that addresses your previous pain points, with zero financial risk to you?"
Variation 4: The Future-Pace "Let's discuss how your organization's needs have evolved and how we can create a solution tailored to your current environment."
Variation 5: The Direct Challenge "Most organizations that say 'we've tried this before' are actually ready for a breakthrough. Are you?"
Common Follow-Up Objections (And How to Handle Them)
"Our budget is tight after the last failed implementation" → Offer a phased implementation or ROI-based pricing model.
"We don't trust new technology solutions" → Provide detailed case studies and offer a pilot program with clear exit criteria.
"Our team is resistant to change" → Discuss comprehensive change management and training support.
The Bottom Line
Handling the "we've tried this before" objection isn't about winning an argument—it's about understanding, diagnosing, and solving real organizational challenges. Your goal is to position yourself as a strategic partner, not just another vendor.
Quick Win: Start your next sales conversation by asking about their previous experiences, not by pitching your solution.
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Common Questions About This Objection
When is the best time to use this objection response?
Use this response immediately when you hear the objection. The key is to acknowledge their concern authentically before reframing it. Timing matters—respond too quickly and you seem dismissive, wait too long and you lose momentum.
What if this script doesn't work for my specific situation?
Every prospect is different. Use these scripts as frameworks, not word-for-word responses. Adapt the language to match your industry, product, and the prospect's communication style. The underlying psychology remains the same.
How do I practice these responses effectively?
Role-play with a colleague or record yourself. Focus on tone and delivery—confidence matters as much as the words. Practice until it feels natural, not scripted. The goal is to internalize the framework, not memorize lines.
Can I combine this with other objection handling techniques?
Absolutely. These responses work well with techniques like the "Feel, Felt, Found" method or the "Boomerang" technique. Layer multiple approaches for complex objections, but keep it conversational—never sound like you're running through a checklist.
How many times should I try before moving on?
If you've addressed the same objection 2-3 times using different angles and they're still not budging, it's likely not a real objection—it's a polite way of saying no. Know when to pivot or disqualify the prospect to focus on better opportunities.
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