Shirit Oren Is Teaching Sales Teams the Strategy Behind a Billion Dollar Deal

There is a tendency in sales to celebrate the close.

The signed contract gets announced. The revenue enters the pipeline. The salesperson gets recognized. Far less attention is paid to the conversations, judgment, trust, and communication that made the agreement possible in the first place.

For Shirit Oren, one deal became worth examining more closely.

In 2024, while serving as Vice President of Sales at Uber Freight, Oren landed a billion dollar deal. The achievement was significant on its own, but she became increasingly interested in the process behind it and whether those same principles could be taught to other sales professionals.

That thinking eventually became the Invisible YES Framework, which Oren now teaches through Shirit Oren Consulting.

Revenue Begins Before the Close

Oren’s philosophy starts with a deceptively simple observation: “People don’t buy products, they buy outcomes.”

For sales leaders, that idea has implications well beyond individual conversations.

Teams are often trained to know the product inside and out. They memorize features, prepare responses to objections, study competitors, and learn how to move prospects through a pipeline. Yet product knowledge alone does not create trust.

A buyer needs to understand where the proposed solution fits into the result they are trying to achieve.

Oren believes sellers become more effective when they stop treating the buyer as someone to convince and begin approaching the relationship as an opportunity to solve a meaningful problem.

She calls this selling as a service.

Lessons From a High Stakes Sales Environment

The billion dollar deal Oren secured at Uber Freight provided a compelling test of that philosophy.

Large enterprise agreements carry complexity. Multiple decision makers can have different priorities, and the consequences of a poor decision extend far beyond the person signing the contract. Buyers need confidence in the solution and in the people responsible for delivering it.

Under those circumstances, pressure has limited value. Trust becomes far more important.

Oren’s Invisible YES Framework grew from her experience navigating those dynamics. Rather than relying on a conventional sales mentality built primarily around persuasion, the framework emphasizes communication, understanding, and alignment around the buyer’s desired outcome.

For companies trying to build sustainable revenue, that distinction can influence more than closing rates. It can shape how sales teams represent the business itself.

From Sales Executive to Advisor

Oren has since taken the lessons of her corporate career into Shirit Oren Consulting, where she works with companies on sales performance, communication, and trust.

Her work includes keynote speaking, sales training, and executive coaching, giving her access to the issue from several levels of an organization. A frontline seller may need help navigating buyer conversations. An executive may be looking at the broader culture that determines how an entire team approaches revenue.

Those problems are connected.

A sales culture built around pressure will eventually show up in customer interactions. One built around curiosity, accountability, and outcomes tends to produce a very different conversation.

Oren’s framework gives leaders a way to examine that difference.

The Larger Opportunity for Sales Leaders

There will always be targets to hit. Sales organizations cannot operate without measurable performance, and Oren is clear that her work is ultimately connected to revenue.

Her argument is that commercial results and human relationships do not have to compete.

When a salesperson understands the outcome a buyer needs, communicates clearly, and earns enough trust to have an honest conversation, the sales process becomes less adversarial. Both parties can determine whether there is a genuine fit.

For Oren, the billion dollar agreement demonstrated what can happen when those elements align.

Now she is taking what worked in one of the biggest moments of her sales career and turning it into something other leaders can use: a framework for building revenue without losing sight of the person making the decision.

Learn More

To learn more about Shirit Oren Consulting, the Invisible YES Framework, keynote speaking, sales training, and executive coaching, visit Shirit Oren’s official website or follow her on Instagram at @shirit_oren.