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How can you use paraphrasing to better understand your customer's needs?

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Paraphrasing is a technique that can help you communicate more effectively with your customers, especially when they have a problem or a complaint. Paraphrasing involves repeating back what the customer has said in your own words, to show that you have listened and understood their needs. In this article, you will learn how to use paraphrasing to better understand your customer's needs, and how it can benefit your relationship with them.

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1 Why paraphrasing is important

Paraphrasing is important because it demonstrates that you are paying attention to your customer, and that you care about their feelings and perspectives. It also helps you to clarify what the customer is saying, and to avoid misunderstandings or misinterpretations. Paraphrasing can also help you to empathize with your customer, and to acknowledge their emotions and concerns. By paraphrasing, you can show your customer that you are on their side, and that you are willing to work with them to find a solution.

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Gautam Sawhney
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Paraphasing has dual benefits for both customers and sales rep. As a sales rep it gives you clarity about the customer needs, it leaves any chances of assumptions which can create a problem in long term. For the customer, its about having a satisfaction that sales rep is really listening to me, just not acting as Catalog Teller.

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Eduard Beltran

Author & Speaker: Negotiation and Leadership.
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Drawing from my experience as a conflict manager consultant, I emphasize the significance of paraphrasing in effective communication. Here's why it's crucial: Paraphrasing serves as a powerful tool to demonstrate active listening and empathy towards the customer. By paraphrasing their statements, you convey that you are fully engaged and attentive to their needs, feelings, and perspectives. This validation fosters trust and rapport, laying the groundwork for constructive dialogue and resolution. Moreover, paraphrasing helps clarify the customer's message, reducing the risk of misunderstandings or misinterpretations. It allows you to rephrase their words in your own language, confirming your understanding and ensuring alignment.

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2 How to paraphrase effectively

To paraphrase effectively, you need to follow some basic steps. First, you need to listen carefully to what your customer is saying, and to avoid interrupting or judging them. Second, you need to restate what your customer has said in your own words, using a neutral or positive tone. Third, you need to check with your customer if you have understood them correctly, and to invite them to correct or add anything. Fourth, you need to use paraphrasing as a bridge to ask questions, offer suggestions, or propose solutions.

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Doyle Srader

Professor of Speech and Communication at Bushnell University
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Graham Bodie and a couple of grad students took up this question in 2016. They said when someone describes an event to you, it's usually possible to paraphrase back the description of the event, its backstory, their emotional evaluation, or all three. Their study was designed to answer which of those approaches would seem the most helpful, sensitive, and supportive to the speaker. Their results showed that including all three elements in the paraphrase was the most supportive, but the second most supportive was just paraphrasing the backstory. I explain it to my students as you validating the speaker's interpretation of how the event came to be -- not agreeing, necessarily, but showing you paid attention and their account made sense.

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3 What to avoid when paraphrasing

When paraphrasing, you need to avoid some common pitfalls that can undermine your communication. For example, you should not use the exact same words as your customer, as this can sound insincere or mocking. You should also not distort or exaggerate what your customer has said, as this can make them feel misunderstood or offended. You should also not use paraphrasing as a way to argue or disagree with your customer, as this can escalate the conflict or damage the trust. You should also not overuse paraphrasing, as this can make the conversation repetitive or boring.

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4 How to handle negative feedback with paraphrasing

Paraphrasing can be a useful tool to handle negative feedback from your customers, as it can help you to defuse the tension and to find the root cause of the problem. When you receive negative feedback, you should not take it personally or react defensively, as this can make the situation worse. Instead, you should use paraphrasing to show your customer that you appreciate their feedback, and that you want to understand their point of view. You should also use paraphrasing to express empathy and apology, and to show your customer that you are committed to resolving the issue.

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Doyle Srader

Professor of Speech and Communication at Bushnell University
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Try naming the emotion you see, and be as precise as possible. Don't just say "You sound mad," but go for something more specific, such as "It sounds like you're fed up," or "I can see your patience is exhausted." Matthew Lieberman at UCLA has demonstrated that naming emotions has a calming effect, and often the recipient of the naming doesn't even notice that a bit of emotion regulation has just happened.

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5 How to build rapport with paraphrasing

Paraphrasing can also help you to build rapport with your customers, as it can create a sense of connection and mutual respect. When you use paraphrasing, you are showing your customer that you are interested in them as a person, and that you value their opinions and preferences. You are also showing your customer that you are flexible and adaptable, and that you can adjust your communication style to suit their needs. By using paraphrasing, you can make your customer feel more comfortable and confident, and more likely to trust you and your business.

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Doyle Srader

Professor of Speech and Communication at Bushnell University
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Stand-up comics have something they label a "callback." If they tell a joke in the first five minutes that's a bit memorable, they may make a reference to it much later in the performance to get a bigger laugh. You can do the same thing when you're paraphrasing back in a conversation -- interject something the speaker said before as part of the explanation for the point they're currently making: "And like you said before, it's ..." Doing that shows that you're listening carefully, because you're retaining what they say, and it also shows that you see a shape to their overall message, that you can follow their thinking. It shows you're on their wavelength.

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6 How to practice paraphrasing

Paraphrasing is a skill that you can practice and improve over time, by applying it to different situations and scenarios. You can practice paraphrasing with your colleagues, friends, or family, by asking them to give you feedback or to role-play a customer interaction. You can also practice paraphrasing by listening to podcasts, videos, or audio books, and by summarizing what you have heard in your own words. You can also practice paraphrasing by writing down what your customer has said, and by comparing it with your own version.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use paraphrasing to better understand your customer's needs?

1

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7

1 Why paraphrasing is important

2 How to paraphrase effectively

3 What to avoid when paraphrasing

4 How to handle negative feedback with paraphrasing

5 How to build rapport with paraphrasing

6 How to practice paraphrasing

7 Here’s what else to consider

Conflict Resolution

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How can you use paraphrasing to better understand your customer's needs?

1

2

3

4

5

6

7

1 Why paraphrasing is important

2 How to paraphrase effectively

3 What to avoid when paraphrasing

4 How to handle negative feedback with paraphrasing

5 How to build rapport with paraphrasing

6 How to practice paraphrasing

7 Here’s what else to consider

Conflict Resolution

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