Part of the Sales Skills Training Series

Know Your Customer Types for Great Customer Experiences

Your customer’s journey starts the moment you meet them. Learn to use observation, listening and communication skills to know your customer’s type and deliver great experiences!

Know Your Customer Types for Great Customer Experiences

You are the guide for your customer’s experience. Their journey begins the moment they enter or call your business. It continues as you introduce yourself and begin working with them. Their journey may end with a purchase—or their purchase may start a new relationship or a referral.

You can get your customer’s journey off to a great start—and earn their loyalty—by understanding three customer types. Get ready to learn more about them!

What Is A Customer Type?

We get it. We all have our own interests and experiences. Who wants to be a “type”?

But when you meet your customer, they have the same goal: purchasing a product that meets their needs. Your goal is understanding their needs to guide them to that product.

So, while you can’t know everything about your customer, knowing your customer’s type can help you approach them. And as you get to know your customer, you can better serve them as individuals.

Meet Three Customer Types


The Wanderer is obviously interested in your product because they are in your store or have called—but they’re not sure where to start.

Some Wanderers are “window shopping.” They have seen something in your store or on your website and want to know more about it. Others have already done some research online and have a bit more knowledge, but they are not experts.


Experts know a lot about your business or product. They may be ready with a lot of research or very clear ideas about what they want.

Working with Experts can be challenging, especially if you are a new salesperson. The key to guiding experts is keeping up on your product knowledge, whether your product is a car, a computer, a blender, or an insurance policy.


Seekers are looking for a specific item, a specific price, or both. Maybe they have seen it in an advertisement or received a promotional email. Either way, they want one item at one price—or, they want to know if they can pay even less for it.

Identify Customer Types

You can identify customer types by developing your observation, listening and communication skills.


The Wanderer: Stands at the entrance of the store and looks around.

The Expert: Goes quickly to one area.

The Seeker: Carries a list or an ad.



The Wanderer: Speaks slowly or sounds unsure.

The Expert: Speaks quickly and confidently.

The Seeker: Has a questioning tone of voice.


The Wanderer: Says they are “Just looking.”

The Expert: Mentions product specifications.

The Seeker: Asks about a specific item or price.



The Wanderer: Says they “found you online.”

The Expert: Dives into product details.

The Seeker: Starts with a specific product and price.


The Wanderer: Willing to talk but may seem hesitant.

The Expert: Wants to teach you about the product.

The Seeker: Brings every question back to one product or price.



The Wanderer: Chatty, takes a while to explain why they are calling.

The Expert: Direct, eager to tell you about the product.

The Seeker: Direct but Questioning, wants to verify price or availability.

Needs, Motivations, And Potential

Your customer’s motivation is what drives them to your business. Their need is what they are hoping to get once they arrive there or contact you. Here is a quick summary of each type’s motivations and needs—and the potential each offers.

Touch and swipe.








  • Curiosity
  • Social Interaction
  • Attraction to a Product
  • Being “In the Know”
  • Sharing Their Knowledge and Seeking Yours
  • Passion for a Product
  • Best Price
  • Value-for-the-Dollar
  • Specific Products


  • Entertainment
  • A Pleasant Environment
  • Someone to Talk To
  • The Latest and Greatest
  • Bells and Whistles
  • Speed
  • Convenience
  • Efficiency


  • Drives Traffic
  • Can Become Loyal—So Roll Out the Red Carpet!
  • Drives Higher Dollar Sales
  • Easier to Upsell
  • May Already Be Loyal—But You Have to Keep Earning It!
  • Drives Number of Sales
  • Low Loyalty—But You Can Win Them Over!

Putting It All Together . . . and Looking Ahead

In this lesson, you have learned to use your observation, listening, and communications skills to identify customer types. Your next step is learning how to ask customers the right kind of questions to learn about their individual needs.

When you do that, you prepare yourself for more sales—and better communication—wherever you meet your customer.


Great Customer Journeys Start with Knowing Your Customer’s Type

Great journeys start as soon as your customer enters your business or finds you on the phone. By sharpening your observation, listening, and communications skills, you can quickly identify your customer’s type and meet their needs.

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