Objection: "We tried something like this before"
Handle a buyer burned by a similar tool by finding out what went wrong before you pitch.
We tried something like this and it didn't work
“We tried something like this and it didn’t work” is a gift disguised as a wall, because it tells you exactly what the buyer is afraid of. Do not rush to explain why you are different. Get curious first: “That’s really useful to know. What did you try, and where specifically did it fall down for you?” Their answer hands you the precise objection you need to address, and often the failure was setup or fit, not the category.
Use it to slow down and diagnose before positioning. It works because a buyer who felt burned needs to feel understood before they will believe “we’re different,” and because the details let you speak to their real failure instead of a generic one. It backfires if you dismiss the past attempt or claim you are better without engaging what actually broke.
No single documented originator; this reflects standard practice. The diagnose-before-you-prescribe instinct is central to Neil Rackham’s SPIN Selling (1988).