The Match Score, in plain English.
Every shortlist on this site, whether it comes from the bot or from the filtered providers page, is generated by the same algorithm. This page explains how it works and what it doesn't do.
The short version
The Match Score is a weighted fit score. We look at six things about your team and compare them to what each provider in the directory is best at. The closer the match, the higher the score. The top three to five providers become your shortlist. Nothing about the score is hidden, and no provider can pay to rank higher.
Concretely, every provider in the directory is scored on six dimensions. Your answers tell us how to weight those scores for your specific situation. The total is normalized to a 0 to 100 percent value. Above 60%, the provider qualifies for your shortlist. Below 60%, we leave them off rather than fill seats with poor fits.
The six dimensions and their default weights
The weights default to what you see above. Buyers can shift them by changing how they answer Ava's questions, and we re-tune the defaults periodically based on which shortlists actually produced useful conversations with providers.
Fit-based weighting
Some providers in the directory have a particularly strong fit for a particular kind of buyer, distinct from broad popularity. When a provider matches a buyer profile that the provider is genuinely best in class for, we apply a small fit-based adjustment to the score. This adjustment is capped, applies only when the base fit score is already above 70%, and never pushes a clearly weaker fit above a clearly stronger one.
This is consistent with how G2, Capterra, TripAdvisor, and similar editorial directories describe their algorithms. Fit signals are part of the ranking math because the alternative, treating all providers as if they were identical, would produce worse recommendations.
Tie-breakers
When two providers score within 2% of each other, we break the tie using:
- Aggregate review rating across sources.
- Recency of profile update (newer information wins).
- Alphabetical order, as a last resort.
What we deliberately don't do
What this algorithm does not do
To be unambiguous about what is and is not in the math:
- We do not sell ranking positions. No provider can pay to move higher in any shortlist or in the filtered providers page.
- We do not rank by popularity alone. A bigger brand does not automatically win. The largest providers in the category sometimes do not make a specific shortlist because they are not the best fit for the specific buyer.
- We do not hide the algorithm. The dimensions, weights, fit adjustment, tie-breakers, and floor are all on this page.
- We do not show shortlists below 60% match. If we don't have a strong enough fit, we say so honestly.
- We do not include two providers in the same shortlist when their commercial structure creates a conflict for the buyer. When two providers in the directory would route the buyer to the same operational contact, we surface only the better fit and fill the rest of the shortlist with independent providers.
The 60% floor
If fewer than three providers in the directory clear the 60% floor for your specific situation, the bot will say so out loud rather than fill seats with weak matches. You can widen the criteria (try a different delivery format or open the budget range), or use the providers page to browse the full directory.
Why we publish all this
Two reasons. First, the SMB owner is smart and skeptical. If we don't show our work, the directory is just another opaque recommendation engine and the trust signal is gone. Second, publishing the algorithm forces us to keep the math honest. If a journalist or a competitor wants to audit our shortlists against the published methodology, they should find what they expect to find.
Frequently asked questions
Can a provider pay you to rank higher?
No. There is no paid ranking path. The Match Score algorithm runs the same way for every provider in the directory. The sponsored-listings product (live since May 2026) is a separate labeled commercial layer, visibly marked as "Sponsored partners" on every appearance and never interleaved with organic rankings. See how sponsored listings work for the full product policy.
What about affiliate links?
A tech-stack affiliate program is planned but not yet live. When it launches, affiliate links will be visibly marked. Affiliate commissions do not influence the Match Score or any shortlist. The Match Score is for training and coaching providers, not tools.
How do you handle conflicts of interest?
Two specific guardrails. First, the fit-based weighting we describe above only kicks in when the base fit is already above 70%, so we cannot push a poor fit ahead of a strong one. Second, when two providers in the directory route to the same operational contact, we never include both in the same shortlist.
How often do you re-tune the weights?
Quarterly, based on which shortlists led to productive provider conversations and which did not. We do not re-tune in response to provider feedback.
Can a provider be removed?
Yes. Tier A providers can be removed for credible negative reviews we cannot adequately disclose, sustained false claims in their public materials, or material change in commercial circumstances (acquisition, shutdown). Tier A is reviewed quarterly.
Where do you get the underlying provider data?
Provider self-disclosure (websites, case studies), third-party review platforms (G2, Capterra, Trustpilot, Gartner Peer Insights), industry awards (Training Industry Top 20, Selling Power Top, Inc. 5000, Stevie Awards), and primary research interviews with buyers when available. Every provider profile cites sources where claims could not be verified directly.
If you spot something wrong
The Match Score is only as honest as the data behind it. If you spot a factual error in any provider profile, or you think we have a dimension weighted wrong for your situation, please tell us. Editorial: hello@bestsalesteamtraining.com.