For many sales professionals, the hardest part of selling is not understanding the product. It is overcoming everything the word “sales” has come to represent.
Buyers arrive cautious. Salespeople feel pressure to persuade. Conversations can quickly become transactional, even when both sides would benefit from a genuine partnership.
Shirit Oren believes there is another way to approach the work. The former Vice President of Sales at Uber Freight points to a defining achievement from her corporate career: landing a billion dollar deal in 2024. Today, through Shirit Oren Consulting, she is translating the principles behind that experience into what she calls the Invisible YES Framework.
Her premise is straightforward: “People don’t buy products, they buy outcomes.”
The Thinking Behind a Billion Dollar Deal
Oren’s approach took shape through years of working in high stakes sales environments, but the billion dollar Uber Freight deal gave her a clear example of what those principles could accomplish at scale.
Rather than viewing sales as an exercise in persuasion, she approaches it as a service. That changes the conversation. The focus moves away from pushing a product and toward understanding what the buyer is trying to accomplish, where the obstacles are, and how the two sides might create value together.
That distinction matters, particularly in complex business deals where decisions involve multiple stakeholders, competing priorities, and considerable financial consequences.
For Oren, the 2024 agreement became more than a career milestone. It offered a practical foundation for a sales philosophy she could teach to others.
Rethinking the Relationship Between Buyer and Seller
Sales carries baggage. Buyers have learned to recognize pressure tactics, scripted pitches, and conversations that seem more interested in closing than listening. Sales professionals, meanwhile, can find themselves navigating skepticism before they have had a chance to understand the problem.
Oren sees that tension as unnecessary.
Her Invisible YES Framework is built around reducing those barriers by making trust, communication, and outcomes central to the sales process. The goal is to create an environment where buyers feel understood and salespeople can operate as problem solvers rather than persuaders.
This is where Oren’s idea of selling as a service becomes especially relevant. A salesperson still needs to generate revenue. A buyer still needs to make a sound commercial decision. Those interests do not have to be in conflict.
When the conversation begins with the desired outcome, Oren argues, the relationship can become more productive for everyone involved.
Taking the Framework Beyond One Deal
Oren has since moved from corporate sales leadership into consulting, speaking, training, and executive coaching. Through Shirit Oren Consulting, she works with companies seeking to increase revenue by changing how their teams sell, communicate, and build trust.
Her work is aimed at both leaders and frontline sales professionals, with an emphasis on strategies they can apply in actual conversations rather than ideas that remain confined to a training room.
The billion dollar deal gives her framework an unusual origin story, but Oren’s larger message is not about chasing enormous contracts. It is about changing the experience of selling itself.
A smaller transaction can carry many of the same human dynamics as a major enterprise agreement. There is uncertainty. There are competing options. There is a person on the other side deciding whether the proposed solution can genuinely deliver what has been promised.
That is why Oren keeps returning to outcomes.
Making Sales Feel More Human
The sales profession will probably never escape its reputation entirely. Decades of aggressive tactics have left buyers with good reasons to be skeptical.
Oren’s work suggests that sales professionals do not need to fight that skepticism with a better pitch. They can approach the relationship differently from the beginning.
Her career has given her a substantial proof point. Now, the next chapter is about making those lessons transferable.
The Invisible YES Framework grew out of a billion dollar win, but its central idea is much simpler: when salespeople understand what buyers are actually trying to achieve, trust has room to replace pressure. And when that happens, the possibility of a real partnership becomes much easier to see.
Learn More
To learn more about Shirit Oren, her sales training, speaking, executive coaching, and the Invisible YES Framework, visit Shirit Oren’s official website or follow her on Instagram at @shirit_oren.
