One of the greatest things that can happen in business is winning that game-changing deal. No matter what line of business you are in, bagging the big account or scoring an important new customer can make your day or even your month. It is what motivates business owners to do what they do.

But what about those times when you lose? Losing an existing account, coming in second to the competition, or just getting flat-out rejected on business that should be a slam-dunk. Failure can hurt, and sometimes the tough moments make you question your abilities as a professional or business owner.

At times, it can be hard to remember, but failure isn't the end of the world. On the contrary, it can be the most valuable of learning experiences. Every loss can make you better at what you do.

First: Remember You Are Human
Often in the pursuit of success and the American dream we can forget something very basic. We are not just business professionals. We are humans.

As Fortune Magazine contributor Ron Ashkenas puts it, being honest about how you feel is necessary. It is important to recognize that is natural to be disappointed when you don’t succeed in your business efforts. But it is equally as important not to let a momentary setback derail your overall mission.

“Accepting rejection is not an easy process — and many of us handle it poorly,” Ashkenas writes. “When this happens repeatedly, it often leads to two types of dysfunctional patterns in organizations: entitlement and resignation.”

Yet the key to making the most of rejection, he says, is not ignoring emotion or getting caught up in those largely negative emotions. Specifically, don’t be so entitled that you think the business you are competing for should be yours without earning it. And don’t let a missed opportunity or a lost account make you resigned to fail further.

“Rejection often triggers painful emotional doubts about our own competence and self-worth,” Ashkenas says, but also adds that a “more constructive approach is to remember that rejection can be beneficial: It can force us to come up with more ideas.” Furthermore, he reminds us that every mishit redirects us to new opportunities and also keeps us “humble and open to learning.”

Don’t Get Mad at the Customer
“Have you ever worked incredibly hard to win an order, only to have the customer choose someone else?” finance journalist Michelle Nicholls writes. Put bluntly, she says that you are not alone. “Join the club.”

In a piece entitled, “How to Rebound After Losing a Sale”, Nicholls talks about keeping losses, just like wins, in perspective. Ultimately, all businesses rely on new sales and sales are a numbers game. But Nicholls also points out that business wins can take time.

“Of course, a "no" today doesn't have to be a "no" forever. It’s how you respond that determines your future sales success with that client.”

Certainly your first attempt at winning someone’s business need not be your last. Often, timing is part of the equation, and your ideal prospect may still be an ideal prospect after saying “no” the first few times. There are always second chances, and every business can change their needs.

“Remember, a lost sale today is not a customer lost forever,” Nicholls says. “If you develop and execute a lost-sale follow-up plan, you'll ultimately close more business.”

Moreover, Nicholls says that losing your temper or becoming despondent over a strike-out doesn't help your motivation in the end. Keep your head up, be persistent and helpful to your target client, and keep moving on.

Rebounding to the Positive
This month an entrepreneur named Brett Berhoff raised the question, “How Do You Transform Rejection into Opportunity?” The first suggestion he writes in his LinkedIn Pulse article is to have a little faith in you and know that rejection will work itself out.

“When we are rejected, our fight or flight response is sometimes tested. Once this happens, it opens the floodgates for energy and emotion,” Berhoff writes. “Start thinking about what you're going to do next with this new found energy boost. Don't forget, there are always opportunities waiting for you.”

Berhoff also makes the case that every rejection in business, as well as every difficulty in life, offers something of a learning opportunity. Once you “recycle” the negative feelings of rejection from a prospective client or not getting the deal, take time to figure out what you could do better next time.

Once you get you have recycled your unshakable spirit, you can ask yourself the necessary questions about what went right and what you can improve in your sales efforts. Did you offer the solution that your prospective client really needs? Was it price or the certain aspects of the product that did not fit? Or did your presentation somehow miss the mark?

Even the most prosperous businesses lose sales opportunities or existing clients. Also, keep in mind that every chance you have to sit before a client is an opportunity to “sharpen the saw” to use Stephen Covey’s famous adage.

Always seek to perfect your pitch and improve your abilities as a communicator and business person. Being an entrepreneur isn't for the faint-of-heart. Always remember why you got into business in the first place and focus on what you want for yourself as a business owner. Make that next opportunity count.