It depends on why.
If it’s a “No, I have zero need for this ever forever never ever” — then drop it.
But if it’s a “Maybe, not now.” Or “of interest, but not a top priority today”, etc. — then that prospect is still an opportunity. Just for the future, not today. Even prospects you lose to competitors are just prospects for the future if they don’t end up loving your competitor.
Keep her in your updates, your drip campaigns. Check back in in a quarter or two personally.
Eventually, you may well close that customer.
Just not this quarter.
More here: https://www.saastr.com/saas-and-…