In Brian's scenario, which reason best explains why prospects raise objections?

Prospects often raise objections due to their inherent resistance to change, which is particularly prevalent in sales scenarios. This resistance can stem from a variety of factors, including comfort with the status quo, fear of the unknown, or previous negative experiences with change. When a salesperson presents a new solution or product, it challenges the prospect's existing habits and processes, leading them to express objections as a way to maintain their comfort level.

Understanding this dynamic is crucial for sales professionals because it allows them to address these concerns with empathy and provide reassurance. Salespeople can help prospects feel more comfortable with the change by highlighting the benefits of the new solution and how it can effectively fit into their current situation. By focusing on alleviating the fears associated with change, sales professionals can better guide prospects through the decision-making process.