We Have Had a Bad Experience Before
Practical ways to respond to “we have had a bad experience before”, with empathy, curiosity and a different path.
Past pain is real. Listen before you reassure.
10 tips that really help
These ideas come from Objections (Jeb Blount), Never Split the Difference (Chris Voss), The Sandler Rules (David Mattson), and everyday practice. The first six help the most. Pick one and try it today.
A bad experience leaves a mark
Past disappointment makes customers cautious, so treat their feelings with respect.
Listen first.
Ask what happened
Let them tell the story fully before you respond.
Be patient.
Acknowledge their frustration
Saying I am sorry that happened builds trust even though it was not you.
Mean it.
Learn what went wrong
Understanding the cause helps you show how your approach is different.
Take notes.
Do not criticise the other party
Stay professional and focus on what you will do.
Keep it respectful.
Explain what you do differently
Describe your process in simple terms.
Be concrete.
Offer reassurance
A trial, a guarantee or references can reduce worry.
Prepare them.
Start small
A pilot allows trust to rebuild gradually.
Propose it.
Keep communication open
Promise regular updates and honour them.
Schedule check-ins.
Prove it by delivering
Excellent early results answer the doubt best.
Over-deliver at first.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“I am sorry that happened. What went wrong?”
“What would have made it right?”
“Here is how we handle that.”
“Here are customers who had the same worry.”
“We can start small.”
“Thank you for telling me.”
Your first week
One small action a day. Each day is only a little bigger than the last.
Listen to the story
Ask what would have helped
Explain how you differ
Offer proof
Offer a safe start
Do not criticise the other firm
Review
Further reading
- Objections (Jeb Blount)
- Never Split the Difference (Chris Voss)
- The Sandler Rules (David Mattson)
The tips above are written in our own words and are general guidance. The books are suggestions for further reading.
More lessons in “Turn "No" Into "Not Yet"”
Keep going. Small steps every day make a big change.
← Previous: Follow Up Without NaggingNext: I Am Not Sure It Will Work for Us →
- An Objection Is Interest in Disguise
- The Four Real Reasons for Every Objection
- Stay Calm When They Push Back
- Do Not Argue, Do Not Defend
- Pause Before You Answer
- Know the Top Ten Objections Before You Hear Them
- Write Your Own Objection Playbook
- Too Expensive: What They Really Mean
- Compared to What?
- Show the Cost of Doing Nothing
- Break the Price Into Small Pieces
- Explain Value Before Price
- Handle "Your Competitor Is Cheaper"
- When to Say "We Are Not the Cheapest"
- I Need to Think About It
- It Is Not the Right Time
- Call Me Next Month
- Just Send Me Something
- I Need to Talk to My Partner
- Create Honest Reasons to Act Now
- Follow Up Without Nagging
- We Have Had a Bad Experience Before
- I Am Not Sure It Will Work for Us
- We Already Use Someone Else
- We Are Happy With What We Have
- Reduce Risk With Proof
- Offer a Trial, a Pilot or a Guarantee
- Let Customers Reassure Customers
- Feel, Felt, Found Done Right
- Acknowledge, Ask, Answer
- Use "Help Me Understand"
- Reframe the Concern Kindly
- Turn the Objection Into a Question
- Know When to Stay Silent
- Spot a Real No
- Leave the Door Open
- Ask What Would Change Their Mind
- Learn From Every Lost Deal
- Stay in Touch With Lost Leads
- Come Back Later With a Fresh Reason
