Building trust and rapport is the key to establishing credibility. So when given a window of opportunity to prove credibility with a prospective client, it is critical to lead a meaningful conversation. But how do you engage the executive with crossed arms and furrowed brow? The answer is to be interesting and to develop and deliver value-based stories that prove you understand their business and industry situation. Value-based stories will also validate your track record. Then once you've hooked them, executives are more likely to open up, share their perspective and start a professional relationship with you.