There are so many reasons an account says no.

They said no because they don’t like the wine.
They said no because they already have 20 Pinot Grigios around $15.
They said no because they read a report that wine of that category and price are slowing in sales.
They said no because their budgets are tight that week.
They said no because they got yelled at by the boss just before your meeting.
They said no because they feel power when they say it.
They said no because they are not alllowed to say yes.

And those are all legitimate reasons for saying no.

Note that none of them involve YOU.

Don’t take it personally.