How do you discipline your toddler?

my son is 13 months old, and whenever he wants something and dont get it he'll cry out loud, but if I say no,then its no.. cause if youll say no but then cause of his crying youll say yes in a while then he'll always do that to get what he wants.. so no must be no.. he'll stop crying when he realized he wont get it even if he cries nonstop.. he will probably cope up with that rule..