B2B Sales: Why Do Customers Use Objections and Stall Tactics?

The following video outlines why customers use stall tactics, objections and roadblocks. These stall tactics present themselves throughout the sales process. They can start from the initial cold call, occur in the middle of the negotiation or appear at the end, just before you're customer is about to make a purchase.
There are three essential reasons why customers use stall tactics, objections and roadblocks. One, they want to take back control of the buying process. Two, they don't trust you or the sales process. Three, they are simply playing Devil's Advocate hoping to rationalize their decision not to purchase from you.
It's common for a customer to use a stall tactic or objection to reassert their position and take back control from a salesperson. This is their way of making sure they make the decision.
The best salespeople gradually take control of the sales process and move customers towards a purchase. A customer uses a stall tactic to take back that control.