Sales Rubric for Selecting Trade Shows to Attend
Sales Rubric for Selecting Trade Shows to Attend
This rubric is designed to optimize trade show participation, aligning it closely with [Your Company Name]'s strategic business goals and ensuring the best return on investment.
Evaluation Criteria & Scoring System
|
Criteria |
Weight |
Score (1-5) |
Description |
|---|---|---|---|
|
Target Audience Alignment |
25% |
How well the trade show’s attendee profile matches our target customer demographics and buyer personas. |
|
|
Industry Relevance |
20% |
The trade show’s significance within our industry, including the presence of key players and competitors. |
|
|
Geographical Location |
15% |
The trade show's location in relation to our key markets and the logistical ease for our team to attend. |
|
|
Historical Performance |
15% |
Past participation results, including leads generated, sales closed, and overall ROI from this event. |
|
|
Networking Opportunities |
10% |
The potential for meaningful networking with industry professionals, potential partners, and influencers. |
|
|
Educational Content |
5% |
The quality and relevance of workshops, seminars, and keynote speeches in relation to our business needs and objectives. |
|
|
Cost Efficiency |
10% |
The overall cost of participation, including booth fees, travel expenses, and any additional costs, against the expected ROI. |
Scoring Guide
-
1-2: Low priority; does not meet key criteria for participation.
-
3: Medium priority; meets some criteria but requires further investigation.
-
4-5: High priority; strongly aligns with our business objectives and target audience.
Decision Making Process
|
Total Score |
Priority |
Action |
|---|---|---|
|
70-100% |
High priority |
Proceed with planning and budget allocation. |
|
40-69% |
Medium priority |
Consider based on budget availability and strategic fit. |
|
Below 40% |
Low priority |
Not a priority; focus resources on higher-scoring opportunities. |
Implementation and Review
-
Implementation: Sales and Marketing teams collaboratively use this rubric to evaluate upcoming trade shows, compiling detailed reports for each evaluated trade show, documenting scores and decision justifications.
-
Review and Adjustment: Annually reviewed and adjusted based on team feedback, changes in business strategy, and market landscape shifts.
This rubric ensures [Your Company Name] invests in trade shows that are most likely to yield high returns, align with strategic goals, and effectively engage the target audience.
