The Mechanism Library
22 sales mechanisms driven to their causal root across the three levers — move the reference point, supply a cheap heuristic cue, reduce perceived risk — plus one lookup table for every replication status in the library.
In this module
Lever One: Moving the Reference PointSix mechanisms, all downstream of root fact one — value is judged against a movable reference point, not measured on an absolute scale. Master this lever and price psychology stops looking like a b…Lever Two: Supplying a Cheap Heuristic CueEight mechanisms, all downstream of root fact two — persuasion lives in the brain's cheap, associative system, where a signal substitutes for the expensive work of actually evaluating the offer.Lever Three: Reducing Perceived RiskEight mechanisms for lowering the cost, threat, and blame-risk of deciding. This is the lever most complex B2B deals actually need, and the one most sales training under-teaches.The Replication ScorecardEvery status tag from the last three lessons, gathered into one lookup table, plus the three claims this course refuses to teach as if they still work.