The 100 No challenge is intended to help those with the fear of "NO" embrace the sales and self-promotion experience and look at every pitch as a win - regardless of the answer.  While you are likely to have some Yes's while working your way to 100, with every NO, you are encouraged to record the who and when, reflect on what right and adjust what could have gone better, while also learning more about the objections your potential customers have so you can overcome them when raised again.