The GTM Playbook from a Healthcare Sales Sniper

Most startup founders build first and sell later. And most startups fail.

The best founders sell first, then build.

We learned this accidentally during our time at Y Combinator. We decided to sell a product we hadn’t built yet… and it worked! We closed our biggest contracts, gained clarity on exactly what to build (a story for another time about how we scrambled to put the wheels on a moving car), and raised a large seed round.

That’s why my conversation with Dr. Raihan Faroqui was so valuable. Raihan is the Head of Clinical Partnerships at Guaranteed, a startup with funding from some of the top investors. He is an expert at growth in healthcare. He’s helped early-stage health tech companies land massive deals, scale to millions in revenue, and navigate the high-stakes world of value-based care.

Here’s his framework for getting a product into customers’ hands.

Step 1: Know Who You’re Selling To Before You Waste Your Time

A hospital system and an ACO are not the same. A clinic and a payer don’t think alike.

If you don’t understand your buyer’s financial incentives and operational realities, you’re already losing.

Here’s how Raihan does it:

• Qualify leads fast. Don’t waste six months chasing a customer that can’t buy.

• Use public data to diligence your buyer’s numbers and leadership.

• Dig into their budget. Where are they losing money? What are their top priorities this quarter?

Most founders start by pitching. The better approach? Understand your buyer first.

Step 2: Warm Intros Beat Cold Outreach Every Time

Raihan doesn’t waste time on cold emails.

Instead, he reverse-engineers his way into warm intros:

1. Find the decision-maker’s name.

2. Look them up on LinkedIn and check for mutual connections.

3. Message those connections:

“Hey, I saw you know John Smith. I’d love to chat with him about XYZ. Do you know him well enough to introduce me?”

This isn’t a mass email strategy. It’s targeted, it’s efficient, and it works.

Step 3: One-to-One Sales is Slow. Find the 10x Channels.

Selling to individual customers is too slow. The real game is distribution.

Instead of closing one clinic at a time, Raihan looks for the partners that already have 500 clinics.

• Vendor partnerships. Who already has your ideal customers?

• Industry thought leaders. Who can amplify your message?

• Complementary platforms. Can your product be bundled as an add-on?

The fastest way to scale is through existing networks that already have your customers.

Step 4: Stop Pitching. Start Diagnosing.

Most founders get on a call and immediately start selling.

Raihan does the opposite.

He starts by diagnosing the problem: “What are your top priorities this quarter? Where is the business losing money? What solutions have you already tried?  What’s your budget for solving this problem?”

This helps him figure out if what they have will solve the customer’s problem. And it helps his team know what to build if it doesn’t.

Step 5: Follow Up Until the Deal Closes (Or Comes Back Later)

Most deals don’t close on the first, second, or even third call.

But most founders send one email and assume the deal is dead if there’s no response.

Raihan’s approach is different:

• Follow up every few weeks with value-adds.

• Stay top of mind. If they’re not ready now, they might be in six months.

• Keep doors open even when the answer is no. Many deals close long after the initial rejection.

One of our own angel investors, Haroon Mokhtarzada, recently shared an extreme example of this lesson. His startup, Truebill, was rejected by the same VC five times, only for that same VC to later recommend Truebill to a buyer. The result? A $1.3 billion acquisition.

Most founders quit too early. The ones who keep following up win.

Final Takeaway: Build Genuine Relationships, Not Pipelines

Raihan doesn’t just close deals. He builds relationships that pay off for years.

Because at the end of the day, people buy from people they trust.

The goal isn’t just to close a deal. The goal is to become the person they want to work with.

If you’re an early-stage founder trying to crack sales, follow this framework. It might just change your trajectory.

Shoutout to Dr. Raihan Faroqui for the insights

From the first five minutes of our conversation, I knew Raihan was on a different level.

Few people understand both the financial incentives and operational realities of selling into healthcare like he does.

If you’re an early-stage healthtech startup looking for expert guidance on fundraising, GTM strategy, or selling to providers and payors, Raihan offers consulting and advising services that can save you years of your time. Reach out to see how he can accelerate your growth.

Best,
Mohammed