Many businesses let the fear of hearing "no" stop them from being aggressive in sales. They shouldn't. It's not about hearing "no" occasionally in the sales cycle when it's more about do you know whether or not the market is saying "no" to your offerings as a business? Is there demand and need? Do they understand? This is the part where many businesses create a false perception of their business value and demand in the market. You must understand the facts and seek the truth in order to operate, market, and sell accordingly.