In "normal mode" the computer will not let pilots stall the plane, whatever they do; it will accept the commands up to what it considers dangerous. There's an "envelope" of acceptable plane movements; pilots can move inside this envelope but not outside of it.
In "alternate mode", the envelope is much wider and you can actually stall the plane.
If you're in normal mode, it makes sense to pull the stick all the way so that you're at the edge of the envelope: you climb as fast as you possibly can (as fast as the computer will let you).
And you can probably fool yourself when the stall alarm rings: the computer is telling me I'm near stalling -- I'm at the edge of the envelope, THIS IS WHAT I WANT!!
In fact you're not in normal mode anymore, and the computer is telling you that you're way past the envelope. But you can't register that, because for you that is simply impossible.
If that's what happened, the cause of the crash is insufficient training in alternate mode.