You fly fish. You're in business. Ever think of combining them? This book is a literate and sometimes hilarious comparison of fly fishing and the art of making a sale. Selling a product or service is a lot like fly fishing. You make numerous casts before the excitement of a strike. Then you set the hook. Fly fishing, like sales, is a numbers game, and there are many ways to improve your skills and your odds. Author Jim Ure proceeds to prove his point as he offers 33 Axioms for sales and selling, each one analogous to an aspect of fly fishing. As the author makes clear, CEOs, sales managers and executives at all levels of business will see how to increase their sales by apply the author's examples. Development executives at non-profit institutions will also benefit from the insights in this book. James W. (Jim) Ure has been in marketing and sales for 50 years, and he's been a fly fisherman for just as long, fishing some of the famous rivers of the world, including the Tweed, Rio Manso, the Henry's Fork, the Orari, the Bitterroot, the Green, the Provo and of course, the River Ure in the U. K. where his fishing ancestors came from. Ure's clients and customers have included American Air Lines, Ski Utah, Continental Bank, Snowbird Ski and Summer Resort, Mount Olympus Waters and Connor Sport Court International and the Sundance Film Festival. He is the author of five books and has sat on the boards of the Utah Museum of Natural History, Tracy Aviary, and the House of Hope (formerly the Utah Alcoholism Foundation). CreateSpace eStore: https: //www.createspace.com/4558814