The post on friendzoning got me wondering... How DO women handle rejecting men without friendzoning him?

When a guy is in love with a girl, it seems as though he takes every kind gesture, no matter how small, as some kind of signal. You do something nice for him, as a friend, and now he's in a state of "receiving mixed signals" from you because of his frame of mind, not because you're necessarily sending any signals at all.

So what do you do? Do you cut them off? Do you go cold? Do you just be your friendly self and explain that it's not going to happen?