Turning Sales Into a Relationship Driven Strategy
For decades, sales has carried an image problem. Buyers often approach conversations with skepticism, while sales professionals face pressure to close deals in increasingly competitive markets. Shirit Oren believes that this dynamic has created unnecessary barriers between businesses and the people they serve.
Today, through Shirit Oren Consulting, the former Vice President of Sales at Uber Freight is working to redefine what effective selling looks like. Drawing from years of executive leadership and high stakes negotiations, Oren has developed what she calls the Invisible YES Framework, a system designed to transform sales from a transactional exchange into a partnership built on trust and shared outcomes.
The foundation of the framework emerged from one of the most significant moments of her career. In 2024, while leading sales efforts at Uber Freight, Oren successfully secured a billion dollar deal using principles that would later shape her consulting practice.
Rather than relying on traditional sales tactics, Oren focused on understanding client needs, building credibility, and creating long term value for both parties.
“People do not buy products, they buy outcomes,” she says.
Breaking Down the Stigma Around Selling
For Oren, one of the greatest challenges facing modern businesses is not competition or technology. It is the perception surrounding sales itself.
“There is a stigma around selling and salespeople,” she explains, noting that buyers often enter conversations with reservations and preconceived notions. Her framework seeks to remove those barriers by shifting the focus away from persuasion and toward meaningful collaboration.
The Invisible YES Framework encourages professionals to approach every interaction as an opportunity to understand the desired outcome of the customer rather than simply promote a product or service. By doing so, organizations can create stronger partnerships that benefit both sides.
This philosophy has become increasingly relevant as businesses navigate changing consumer expectations. Clients are looking for authenticity, transparency, and measurable value, qualities that require a different approach to communication and leadership.
For Oren, sales is no longer about convincing someone to buy. It is about helping people solve problems and achieve meaningful results.
Helping Leaders Build Trust and Drive Growth
Building on the lessons learned throughout her corporate career, Oren founded Shirit Oren Consulting to help companies rethink how they engage with customers and develop their teams.
Through keynote speaking engagements, executive coaching, and hands on sales training, she works with organizations to improve communication, strengthen leadership, and create sales cultures rooted in trust. Her programs are designed to equip leaders and sales professionals with practical strategies that lead to measurable business outcomes.
At a time when companies are searching for sustainable ways to grow revenue, Oren believes that the answer lies in changing the conversation around sales itself.
The billion dollar agreement that inspired her framework may have marked a milestone in her career, but its larger significance lies in the lesson behind it: when businesses focus on relationships and outcomes rather than transactions, trust grows and opportunities follow.
Learn More
To learn more about Shirit Oren Consulting, visit www.shiritoren.com.
Follow Shirit Oren on Instagram at @shirit_oren.
