For decades cold calling has functioned with the same care as a drunk frat boy about to try an early morning balcony backflip. Shout, "YOLO," take the leap, and brace for pain because you know it isn't likely to end well. Trust Call challenges this reckless business practice and breathes new life into an activity that has remained largely unchanged for longer than most readers of this book have been alive. We have sophisticated processes and systems for engaging customers in every other stage of their decision journeys, yet when it comes to making initial contact with a prospect, we've stooped to essentially advising salespeople to do the wrong thing with such vigorous frequency that eventually they can win the "numbers game." No, call me idealistic, but we should be trying to do the wrong thing less often, maybe even never! Trust Call tells us we need to do better. More than that - it shows us how to do better.