Targeting the winning customer will require a lender to work smarter, not harder, through information technology, and the ability to anticipate opportunities and potential problems. Developing an automated information system that cuts across the credit and marketing cultures requires a differentiated approach, depending upon the size of the agricultural customer. The 4-step system includes: 1. analyzing customers' credit, 2. examining the institution's wallet share on credit and financial services, 3. projecting growth potential while maintaining credit underwriting standards, and 4. developing a prioritized marketing system serving the customer.