Hearing “No” is a big part of biz dev, partnerships, and sales. Early on you will have a desire to HATE when someone tells you no. The hate will not only be because you received a no, but you’ll also be angry at that person that gave you the no. You’ll think or say things like, “what an asshole” or “they just don’t get it.” But this is the wrong way to think and could ruin the opportunity to build a meaningful relationship with the other side.
Anytime you get a no, the absolute best thing you can do is find out why! Most people, in my experience, will tell you why it didn’t make sense for them (but you need to ask! they are not going to just tell you). It could be everything from your pricing is out of their range to they aren’t focused on X (X is whatever you are offering) right now (i.e. you are going to help them grow their userbase and they are focused on monetizing). I’ve even heard a company (happened to be a later stage startup) that didn’t do a deal because the founder’s girlfriend worked at a competing company so they worked with founders girlfriend startup instead (I was told this. It wasn’t a deal I was a part of this deal). You just don’t know until you ask.
Anyways, the point is that getting a no is an opportunity to ask why and understand what the shortcoming is. Sometimes it is something you can control, other times it is out of your control. But whatever the reason is, don’t hate when someone tells you no. It isn’t the time to lose focus on what’s important. And that is improving your offering so that you can turn them into a yes.