There are several sales associates that I have worked with or seen in action who give up on a sale pretty easily, including myself at times. What is it about people saying "No" that frightens us the most? For one, just the fact that they turned us down, sets off an emotional trigger such as, "What did I do wrong?" Or "They must not like me and my product." Perhaps just the word itself is off-putting. I know whenever I am told no, it can be an automatic shutdown. But in sales, this is actually when the sale begins. If all of your clients came in looking for business and booked right away, this isn't selling at all, it's merely giving the client what they came in for. If your client hasn't signed and made a deposit with your competitor, then there's still time to "book the biz."