As a salesperson, there are a thousand different theories on how to talk with your customers to help them find the right vehicle. Entire books have been written on the subject, but the overwhelming majority say that the most important task is to know your customer. And the best advice I’ve heard on this task–learning about people I’ve met for the first time–comes from the classic sci-fi series Babylon 5. Confused yet? Allow me to explain.

At the heart of the meta-plot were four central questions. “Who are you?” asked by the Vorlons, “What do you want?” asked by the Shadows, and the final two questions that changed the entire galaxy: “Why are you here?” and “Where are you going?” There is a huge amount of unpacking that can be done on those four questions: about Order and Chaos, about the nature of the universe, and about how people relate to each other. For now, lets just focus on the questions on their own.

My goal when I first talk to you is to learn how best to help you. In order to do that, I need to know a little more about you. So I will ask questions that lead down the path of “Who are you?” The more I know about you, the easier it is for me to help you make the right decision. It also makes the process that much more fun when you’re working with someone who honestly cares about who you are as an individual, not just a sale. I’ve met some really awesome people this way, and it makes my job a lot more fun.

Once we know more about each other, I’ll start asking questions that lead down the road of “What do you want?” If you’re coming to see me for my help, obviously there’s a reason. I’ll work with you to show you what I have that fits what you want, and how it works best for your situation. The more I know about what you want, the more I can tailor the things I show you to help you get what you’re looking for. I can also make sure that I don’t give you any information that you don’t need. That way, I can save you time and let you focus your attention only on the things that matter to you.

Then we’ll move to “Why are you here?” Out of all the places you could go for my product and information, you came here. Knowing more about what brought you here can shed additional light on to how best I can help you. I can also learn a little bit more from you about what people are looking for in a place they decide to do business, which is wonderful in its own right. Too many people ignore this question and everything they can learn from it.

Hands down the question most salespeople forget to ask is “Where are you going?” Well, unless they’re asking it as you run out the door, away from them. Seriously though, I don’t believe that my help to you ends when you buy my product one time. I like building relationships with people, helping people grow into new situations and being of service long after the first sale. So I want to know where you’re going from here. How will I be able to help you in the future?

So there you have it. My sales theory explained, as taught by Babylon 5. Now, if only I could get a White Star as a demo car.