Yes, it is great to fail, so long as you don’t make the same mistake twice.
By this I mean, if a prospect didn’t answer a cold email – great, you tried. Well done. However, don’t just send the same email out again, or even worse, email referencing the email they didn’t respond to. That’s a fail.
Many people say that selling is an art. I disagree but understand why they get confused. Selling is about attitude combined with skills. However, like art, these skills have to be practiced again and again and then allowed to evolve.
So, when something goes wrong – someone says 'No', don't get disheartened, get analytical. Find out what went wrong, why it went wrong, and learn from it. There are lots of books on why 'No' is great, why rejection is a step closer to a sale. One of my favorites is by Martin Limbeck, No is Short for Next Opportunity.
Get it? Failure means you tried – the number one most important action of selling. But always evolve, learn, train, monitor what works, and grow.