Research identified that relationships were key – along with a real hands-on knowledge of farming. To get a foot in the door with new prospects, we mailed a cast-iron bootscraper, along with the promise that an ASB bank manager would walk the length of their farm to find out about their business, before stepping inside (with clean feet!) to chat. This ice-breaking mailer was followed by a phone call from a rural bank manager, ready to make an appointment.

1200% above target. An incredible 44% of farmers invited an ASB bank manager into their homes to talk (200% above target).Then 64% of them opened an account with ASB (600% above target).The average lending amount for each new account was close to $500,000.ASB rural lending jumped 7% in the six months to year end 2005, contributing to a 19% increase in after tax profit for the bank.