This research presents a first exploration in the field of management sciences, on mindset and goal orientation theories with a qualitative approach through semi-structured interviews. The analysis of 19 interviews of store managers and salespeople show among others : (1) the mindset is present in the speeches of salespeople and store managers, (2) the mindset is specific to an attribute (selling ability or personality), (3) according to salespeople and store managers, customers can also adopt a goal orientation, especially during a visit to the store, and these goals can alter the exchange with the salesperson, especially in terms of the help requested and according to the predominant goal orientation of the salesperson. The theoretical and managerial implications of these results are discussed.