Sellers walk into serialisation conference meetings knowing the account, buyer and compliance trigger
Meetings are booked, but sellers arrive with only a name and a title. Per-meeting conversation briefs and structured follow-through give each slot context beforehand and a recorded outcome afterwards.
- Challenge
Sellers enter booked conference meetings with a name, a title and little else.
- Approach
Per-meeting conversation briefs before the conference, structured follow-through after it.
- Result
Sellers open on each buyer's DSCSA or FMD pressure and log every meeting's outcome.
The situation
At pharma serialisation and traceability conferences, meetings with serialisation programme leads, supply chain compliance heads and quality leaders are short and hard to win. Sellers often walk in knowing only the buyer's title, and spend the slot on discovery the buyer expected them to have done. Buyers notice quickly when a vendor does not know their DSCSA data exchange with trading partners or their EU FMD alert handling. A wasted meeting rarely gets another hearing before the next conference.
The question that mattered
What does each seller need to know before every conference meeting, and how do we make sure each conversation leads somewhere afterwards?
What we did
- 1
Research each account
Profile the company's manufacturing and CDMO network, product launches, DSCSA and EU FMD obligations, and any recent FDA inspectional observations or warning letters from public sources.
- 2
Profile each buyer
Capture the buyer's remit, background, public statements and likely priorities, separating serialisation, supply chain compliance and quality concerns.
- 3
Write the conversation brief
Set out the trigger, likely angle, questions to ask and objections to expect, and walk each seller through it before the conference.
- 4
Run structured follow-through
Capture a debrief after each meeting, send follow-up tied to what was discussed, and log either the agreed next step and owner or the reason to close in the CRM.
What we delivered
The evidence and working documents the team kept.
- Account research sheet for every booked meeting, with DSCSA, FMD and FDA sources cited
- Buyer profile covering remit, priorities and likely objections
- Conversation brief: trigger, angle, questions and proof points
- Same-day meeting debrief template
- Follow-up drafts and a next-step log in the CRM
The outcome
Sellers open
with the buyer's DSCSA, FMD or inspection pressure instead of a product overview
Quality and compliance concerns
answered in the meeting, not after it
Every meeting
logged with a next step and owner, or a reason to close
Follow-up
sent while the conversation is still fresh
Serialisation leads spend the meeting on their own traceability gaps, and sellers leave knowing what to send next.
What changed in the GTM motion
Booked meetings now come with a brief and a pre-meeting walk-through as standard. After each conference, the follow-through log in the CRM records every meeting's next step and owner, or why it closed, and sales leadership reviews that log by account.
Services in this programme
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