Your priorities and your prospect’s priorities are different.
You want an immediate “yes”; your prospect may want to finish a report, finish a conversation, start their vacation… Be very careful not to read negative or extra meaning into early conversations with your prospect or prospect’s secretary. If, for example, your prospect’s secretary says that your prospect is “on the phone,” “in a meeting” or “out of the office,” that does not translate to, “My prospect knows that I am calling and is avoiding me.”
Some things are out of your control.
If a prospect does say “no,” ultimately, that is out of your control—but what is within your control is continuing to prospect and continuing to make calls. It is also within your control to improve your cold calling skills, take seminars, read books or hire a coach—then, fewer prospects will say “no.”