Selling has a reputation problem.
For buyers, the word can bring to mind pressure, rehearsed pitches, and the uncomfortable feeling that someone is steering a conversation toward a predetermined answer. For sales professionals, that skepticism creates its own challenge. They may enter a conversation needing to establish credibility before they can even begin discussing the problem they are there to solve.
Shirit Oren has spent enough time in high stakes sales environments to understand that tension from the inside. In 2024, while serving as Vice President of Sales at Uber Freight, she landed a billion dollar deal using principles that would eventually become what she calls the Invisible YES Framework.
Today, through Shirit Oren Consulting, Oren is teaching those principles to sales professionals and leaders who want a different relationship with selling.
“People don’t buy products, they buy outcomes,” she says.
Looking Beyond the Product
That sentence captures a distinction that can easily get lost inside sales organizations.
Companies spend enormous amounts of time teaching their teams about features, differentiators, pricing, and competitive positioning. Those things matter. Yet the person sitting across the table is usually thinking about something more immediate: What will this actually solve for me?
Oren’s approach starts there.
Rather than building a conversation around what the seller wants to offer, the Invisible YES Framework centers on the outcome the buyer is trying to reach. That shift can make the interaction feel less like a pitch and more like a serious business conversation.
It also asks more of the salesperson. Understanding an outcome requires listening closely enough to identify the buyer’s real priorities, concerns, and obstacles. It means resisting the urge to rush toward the close.
For Oren, that is where trust begins.
What a Billion Dollar Deal Taught Her
The framework is rooted in experience rather than theory. Oren’s billion dollar deal at Uber Freight in 2024 became a defining example of how she believes complex sales can be handled.
Deals of that size rarely hinge on a clever line or a single presentation. They involve stakeholders, competing interests, operational questions, risk, and the need for both parties to see a credible path forward.
Oren came away from the experience with a philosophy she now describes as selling as a service.
The idea is not to remove commercial ambition from sales. Revenue still matters. Instead, it reframes how that revenue is earned. When sellers focus on helping buyers make a decision tied to a meaningful outcome, the interests on both sides can become more closely aligned.
That is a very different dynamic from trying to overcome objections simply because they stand between a salesperson and a quota.
Turning Experience Into a Teaching Model
Through Shirit Oren Consulting, Oren now works with companies seeking to improve revenue by changing how their teams communicate, sell, and build relationships.
Her work spans keynote speaking, sales training, and executive coaching. Across those formats, the emphasis remains practical: helping leaders and sales professionals become more effective without adopting a style that feels forced or transactional.
The billion dollar agreement may be the headline achievement, but the framework is designed for a much broader audience.
Most salespeople will never negotiate a contract of that size. They do, however, face the same underlying questions every day. Does the buyer trust me? Do I understand what matters to them? Is this solution genuinely connected to the result they want?
A Different Definition of Winning
Oren’s view of sales ultimately challenges the assumption that buyer and seller must approach the table from opposing sides.
A strong commercial relationship can create value for both.
That requires salespeople to become comfortable with something that sounds simple but can be difficult in practice: listening before persuading, understanding before presenting, and treating the buyer’s outcome as the center of the conversation.
Oren has already seen how far that philosophy can go. Her work now is about showing others how to apply it at their own scale.
Learn More
To learn more about Shirit Oren, the Invisible YES Framework, sales training, keynote speaking, and executive coaching, visit Shirit Oren’s official website or follow her on Instagram at @shirit_oren.
