How To Extract Output Parameters From A Stored Procedure.

I am stuck on how to syntactically retrieve an output value (@ProdCount) from a stored procedure. The SPROC works fine: the value of @ProdCount appears correctly in the output window. However, I can't retrieve it in the DAL handler (value remains 0). Does anyone have an idea on how to properly extract the return value. TIA for any pointers.
SPROC (abridged):
ALTER PROCEDURE and_Store_GetProductsByProdCatID_SortPage
(
@ProdCatID INT,
...
@ProdCount INT OUTPUT
)

AS

SELECT @ProdCount=(SELECT COUNT(*) FROM and_StoreProduct WHERE ProdCatID= @ProdCatID)
DECLARE @SQL nvarchar(4000)
SET @SQL = '
WITH tmpProd AS (
SELECT ROW_NUMBER() etc.. )
SELECT ProdID, etc..
FROM tmpProd
WHERE Row BETWEEN etc..
ORDER BY etc..'

EXECUTE(@SQL)
RETURNDAL handler (abridged): Public Overloads Shared Function GetProductListByCatID(ByVal ProdCatID As Integer, ..., ByVal ProdCount As Integer) As List(Of Product)

Dim productList As List(Of Product) = New List(Of Product)

Try
Using con As New SqlConnection(ConfigurationManager.ConnectionStrings("conAnders").ConnectionString)

Dim cmd As SqlCommand = New SqlCommand("and_Store_GetProductsByProdCatID_SortPage", con)
cmd.CommandType = CommandType.StoredProcedure
cmd.Parameters.AddWithValue("@ProdCatID", ProdCatID)
'...
cmd.Parameters.AddWithValue("@ProdCount", ProdCount) ' Output parm. Add dummy value.

Dim objProduct As Product 'Temp Product.

con.Open()
Using myReader As SqlDataReader = cmd.ExecuteReader(CommandBehavior.CloseConnection)
While myReader.Read()
objProduct = New Product()

With objProduct
.ProdID = myReader.GetInt32(myReader.GetOrdinal("ProdID"))
'etc..
End With

productList.Add(objProduct)
End While

Dim tmp As Object = cmd.Parameters("@ProdCount").Value ' <-- Not updated

myReader.Close() End Using

End Using

Catch ex As Exception
Throw ' Pass up the error.
End Try

Return productList

End Function