It would also help if you could be accurate when you explain what's happening. Count how many characters it's selected again. You've got FOUR columns, not THREE. If you DID have 3 columns, that would be an entirely different thing.
Susan is right (as several people have already explained) - your spritesheet contains 8 characters, not 1, so you do not use the $ at the start of the name.
Also, WHERE you are selecting the sprite makes a difference too. If you are just setting the graphic for an event, you will be able to choose any one of those 12x8 individual frames. However, if you are using the Change Graphic command, either from the main command list or within a Move Route, you will only be able to select the entire character (a group of 3 columns x 4 rows). This is actually what I suspected was happening based on your description of "when I do it as multiple characters grabs three of the same character". If you ARE seeing this when you're using the Change Graphic command, this is exactly what it's meant to do. You cannot choose the individual tiny sprite.