Double your business offers and nos

I’m listening to double your business and Brooke says you have to get a no with a reason attached to it. So if I’m making offers on social media or through a podcast and someone signs up that’s a yes. But isn’t a no just someone sitting at home saying, “no way am I buying that”? So how do you count the nos? Is it a hater in the comments? Someone emailing you telling you you suck? I know if I do a consult and the person doesn’t sign up that’s a no but I’m puzzled about the no’s from ads, posts, or other broadcasted media. Do I have to make an effort to get trolls? That sounds awful.