The Independent Insurance Agents & Brokers of America said it is seeking entries for its annual contest of producer knowledge and selling skills.

IIABA’s Ultimate Producer Challenge seeks contestants with a special blend of personality, salesmanship and technical expertise. A $2,500 prize goes to the winner, the organization said.

The Alexandria, Va.-based association said its contest finale will be held at April’s IIABA Legislative Conference & Convention in Washington, D.C. during a “day of fun and networking.”

Twenty producers will be chosen to compete in the contest moderated by insurance sales expert Roger Sitkins, who will coordinate a series of sales exercises and tests.

Producers will be eliminated from the competition based on their performance, as determined by a panel of judges. The winner will be announced during the convention’s closing general session April 27, IIABA said.

The Ultimate Producer in addition to the cash prize receives three 90-minute coaching sessions via tele-conference with Mr. Sitkins.

Mr. Sitkins is the president of Sitkins Group Inc., of Fort Myers, Fla. The Sitkins Group provides services to more than 2,000 independent insurance agencies, helping them to grow their sales and marketing efforts while increasing profitability.

Ultimate Producer Challenge applications are online at, with convention information and registration. For more information, contact Madelyn Flannagan at