By keeping the rural customer in mind, Sears focused on the little things to create the friendly image his clientele desired. Even though he was doing more business than Wards, he purposely kept his catalogue smaller. That way when they were stacked on the table, his would be on top. These small but important things were what helped him relate to the farmer. He thought like the rural customer, so he could effectively target those consumers.

He was the master of the promotion and the incentive. He constantly advertised free merchandise with the purchase of certain products. For awhile, he offered the first resident in each state to send in an order a free organ. Then he would send letters to select customers in the state asking for their order so they could be somehow thanked. He started a "profit-sharing" plan, where each order placed would earn "profit-sharing dollars" to be used towards selected merchandise. Each new scheme was developed by him and carried out to the enjoyment of the customer.

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