The eight hour session involved group and individual sales exercises on sales techniques. Nine producers engaged Mr. Sitkins in a client-producer sales meeting where each agent was judged on his or her ability to sell. The loser of each round joined judging who would be let go in the next rounds until it came down to two.

"You learn more by observing than doing," noted Mr. Sitkins, during the competition.

Mr. Sitkins coached each individual as they made their pitch during the various segments of the competition, and offered advice and counseling in a group session with all the participants.

He said the competition reflected "real life sales situations." In his coaching Mr. Sitkins emphasized that an agent needs to show what it is that makes his or her agency unique to differentiate them from their competitors.

One technique he suggested is to send an agenda to their clients before a meeting. This allows both sides to understand what is to be discussed and to keep the meeting on track, he explained.

Mr. Sitkins also advised the producers that if they get the client's business, they should send a personalized gift to that client to thank them. He said it must be something the agent knows the client will enjoy.

As this year's winner, Ms. Durnin receives a check for $2,500 and three 90-minute coaching sessions by telephone with Mr. Sitkins.