You won’t close every deal. You won’t convert every visitor to your website. Not every person that passes your trade show booth will love your product. And that’s ok.
I’ve said this before – and it’s an idea I’ve been borrowing for some time – that every “no” gets you that much closer to a “yes.” What does that mean? It means that if your success rate is 4 out of every 10, or 40%, you’ll need at least 6 people to tell you “no” before 4 people can say “yes.”
This should encourage you. Don’t worry about every lost deal. Do what you can to learn from that interaction – was your price too high or too low, were you too aggressive or not aggressive enough, etc. and then get ready for the next potential customer.
You can’t and won’t win them all. Stay focused on the success rate, and always try to leave everyone in better shape than you found them.