When Sears started with the watch, he set a precedent for himself as the seller of modern technology. He argued that with the forward motion of mechanical progress, no farmer could afford to not own a watch. The watch was necessary for planning trips to the general store, to the railroad station, and for daily life. These arguments started broadening with the advent of each new product.
As soon as he could, Sears sold each new invention for a small portion of the price. He guaranteed each of his products, and the delivery was free. Already desiring to shake their collective image of backwards hicks, farmers grasped Sears' offers to become truly modern.

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