You must realize that it doesn't matter what you are selling, the truth of the matter is that you will face rejections and refusals. Instead of looking at a "No" in a negative way, look at it as feedback that you are receiving to help you master your skills. However, know that it doesn't matter how often you hear the word "no" it's a tough thing to take.
It's only their opinion - When someone gives you negative feedback, remember that it is only that person's opinion and that everyone has one. You can analyze it and use it to make your next move smarter. What you have received is feedback that can help you to find a different approach. Or you can look at it as you are that much closer to a "yes". I personally, enjoy knowing that any moment, I will receive a "yes." Some will, some won't, so what, next.
Keep your confidence level high, don't let a "no" wear you down, or make you lose sight of your belief in the value of your product, idea, book, or your ability. Go out and try again! Don't give up, this is only the beginning.
Don't get defensive - It's only natural to get at least a little angry when rejected, what's not natural is to make excuses or try to persuade the other person they're wrong. Use your anger to get yourself back in the game. Let that "no" create a sense of urgency to find a better way.
Use reverse psychology, by edifying the prospect and celebrating their opinion. It subconsciously relaxes your prospect that was challenging you with their objection to begin with. Never get defensive and never be confrontational.
Let history be your guide - If people are making fun of your ideas, ask yourself why? Are you just ahead of time? Or should you express your concept differently, better, or did you not demonstrate to your prospects how they're going to benefit in the long term? Remember and understand that it takes time for you to work out the kinks and for every new idea, or product to gain acceptance. Those who overcome the negativity from others, have managed not only to achieve their goals, but also to surpass them.
Embrace rejection, and take the information that you gain from rejection and see what you can learn from them. By doing this, you will become stronger.