No doesn’t mean no forever. It means no for now. It means not yet. It means that your current offer hasn’t enticed them enough or that they are not motivated enough to accept your offer. No isn’t the end of the discussion, it’s the beginning of the negotiation. If you really want to make a deal, don’t stop at no. Dig deeper and see what relatively minor concessions you could give to the other party (which may be of little value to you, but greatly valued by them) to sweeten the deal.