Rethinking the Art of Selling
Sales has long been associated with persuasive pitches, aggressive tactics, and relentless negotiation. Yet Shirit Oren, former Vice President of Sales at Uber Freight and founder of Shirit Oren Consulting, believes that the future of selling looks very different. For her, the strongest business relationships are not built through pressure or persuasion, but through trust, communication, and a clear understanding of outcomes.
That philosophy became the foundation of what Oren now calls the Invisible YES Framework, a sales methodology inspired by her experience securing a billion dollar deal while leading sales efforts at Uber Freight in 2024. What began as a personal approach to building partnerships has since evolved into a system she teaches to organizations and leaders seeking sustainable growth.
At its core, the framework challenges one of the most common misconceptions in business: that sales success depends primarily on convincing people to buy.
“People do not buy products, they buy outcomes,” Oren explains.
From Transaction to Partnership
Throughout her corporate career, Oren observed a persistent tension between buyers and sellers. Traditional sales approaches often create resistance, fueled by longstanding assumptions about the motives of sales professionals and the pressures facing decision makers.
According to Oren, those barriers prevent companies from forming the kinds of partnerships that drive long term success. She believes the most effective sales conversations begin with empathy and curiosity rather than persuasion.
“There is a stigma around selling and salespeople,” she says. “There are so many challenges that buyers face, and with my framework, all those walls melt away and real partnerships can be formed so that both sides can win.”
The Invisible YES Framework encourages professionals to shift their focus from closing deals to understanding the deeper goals of their clients. Instead of centering discussions around products and features, Oren teaches sales teams to identify the outcomes customers hope to achieve and align their solutions accordingly.
In a marketplace where trust has become one of the most valuable business assets, that mindset is proving increasingly relevant.
Building Revenue Through Better Conversations
After years of leading high performing teams, Oren launched Shirit Oren Consulting to help organizations rethink the way they sell, communicate, and lead. Through keynote speaking, executive coaching, and customized sales training programs, she equips companies with practical strategies designed to increase revenue and strengthen client relationships.
Her work extends beyond sales techniques. Oren focuses on helping leaders cultivate stronger communication skills and create cultures where trust drives performance. By reframing selling as an act of service, she believes businesses can unlock opportunities that traditional approaches often overlook.
The billion dollar deal that inspired her framework was a milestone, but Oren sees it as evidence of something larger: meaningful growth happens when companies stop chasing transactions and start building genuine connections.
As industries continue to evolve and customer expectations shift, her message offers a timely reminder that successful selling is not about talking people into decisions. It is about helping them move toward the outcomes they value most.
Learn More
Visit www.shiritoren.com to learn more about Shirit Oren Consulting and the Invisible YES Framework.
Follow Shirit Oren on Instagram at @shirit_oren.