No-sell

Powell was doing his best to no-sell a previous exchange. And he was right — Reyes' strikes didn't hurt him or really hit him.

Source: wiktionary

So the bulges would give them a huge amount more buoyancy, which would allow them to navigate narrower channels; the guns would need to be modified so that they could fire at a higher angle, which'd give them better shore-bombardment capability; but, as I say, the decks - and we're not talking internal work; we're literally talking the external deck, just slapping four inches of steel on top of it all, which would, to a certain extent, counteract the extra buoyancy given by the bulges - but the idea was that this four-inch deck on the exterior could no-sell basically any general-purpose bomb that could be dropped on it[…]

Source: wiktionary