CÓMO BRINDAR CRÉDITOS Y COBRARLOS EFECTIVAMENTE

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Cómo brindar créditos y cobrarlos efectivamente

En tiempos tan complejos como los que vivimos, es necesario contar con herramientas, técnicas y estrategias eficientes para saber cómo brindar créditos y cobrarlos efectivamente. ¿Cómo lo hago? Para otorgar créditos, en primer lugar, tengo que contar con un proceso de otorgamiento de crédito muy bien definido dentro de la empresa. 

  • Elaborar documentación acorde para el otorgamiento del crédito.
  • Solicitar información y documentación a la persona o empresa solicitante del crédito
  • Realizar un buen scoring de crédito.
  • Seguimiento de la cobranza del crédito, que las podemos dividir en 3 etapas:
  1. Temprana o preventiva. La cobranza preventiva es un servicio que inicia días antes del vencimiento de un crédito y abarca hasta los 30 días posteriores.
  2. Tardía o extrajudicial. En este caso, existe la posibilidad de recuperar su cartera vencida en un contexto de negociación personalizada, oportuna y ética.
  3. Una vez agotadas las oportunidades del acuerdo extrajudicial, se puede proceder al inicio de acciones judiciales para el cobro de una deuda de crédito.

En segundo lugar, si brindo un crédito busco cobrarlo efectivamente, para ello tengo que contar con una buena estrategia de cobro. Esta estrategia de cobro consiste en buscar la manera adecuada de llegar al mejor resultado entre la empresa y el cliente.

¿Qué me permite una buena estrategia de cobro?

  • Cobrar a un cliente que no está pudiendo pagar en tiempo y forma su crédito.
  • Mantener el vínculo comercial con el cliente.
  • Recuperar dinero otorgado por el crédito.
  • Generar ingresos para la empresa.

Una buena estrategia de cobro es aquella que tiene como premisa apostar siempre al contacto humano, es primordial mantener el diálogo, conocer lo que le pasa al cliente, entender su contexto y situación y luego visualizar las distintas posibilidades de pago del crédito y modo de financiación de la deuda.

Si busco brindar créditos y saber cómo cobrarlos efectivamente, esto implica cambiar el concepto que se tiene sobre dos cuestiones referidas al deudor y la cobranza de créditos. Estamos muy acostumbrados a generarnos una mala imagen del cliente que debe un crédito. Cuando un cliente deja de pagar, se lo suele mandar a lista negra automáticamente, o se lo ve como a un enemigo y esto es algo que hay que cambiar.

Debemos enfocarnos en entender que la deuda de crédito que adquiere un cliente no lo convierte en una mala persona, no tiene nada que ver con él, sino con una situación comercial. Esto en términos generales, no hay que descuidarse de aquellos que realmente se acercan a solicitar créditos con malas intenciones. Debemos ser cautelosos y prestar mucha atención.

Y en cuanto a la cobranza del crédito, en rubros financieros, se percibe cómo la gente se refiere a la cobranza de créditos como algo malo, como si se tratara de una práctica agresiva y abusiva, y la realidad es que lo cobranza de créditos no es así, y si existe de esta manera es una mala gestión de cobranza por parte de las empresas. De hecho, la cobranza de créditos cuenta con todo un marco regulatorio para desempeñarse de manera adecuada.

¿Por qué hacer hincapié en esto? Porque esta premisa debería aplicarse siempre, aún más en este contexto tan delicado, en una etapa de crisis. Principalmente porque en esta situación actual la mayoría de las personas que dejaron de pagar sus créditos lo hicieron porque no pueden, no porque no quieren.

Entonces, ver al cliente que dejó de pagarnos como un enemigo, carece de sentido. La mayoría de los clientes que deben créditos, quieren pagar, por eso es clave que una estrategia de cobro de créditos se trabaje sobre el vínculo y la empatía, que busque y logre que la relación comercial entre el cliente y la empresa no se rompa y puedan seguir trabajando a largo plazo. De esta manera la empresa no pierde clientes y recupera dinero.

Cómo brindar créditos y cobrarlos efectivamente

Si buscamos saber cómo brindar créditos y cobrarlos efectivamente, tenemos que utilizar diferentes técnicas y herramientas que nos garanticen una cobranza exitosa. Esto va a depender de varios factores como:

  • Estadío de la cobranza y días de mora del crédito.
  • Perfil del cliente que debe el crédito.
  • Tiempo en el que se quiere recuperar el dinero del crédito otorgado.
  • Documentación del origen de la deuda y si es que existe, pero puede darse el caso en el que una deuda no esté documentada que no quita que no se pueda cobrar el crédito.

Dependiendo cada caso particular, se pueden aplicar las siguientes técnicas y herramientas para lograr la cobranza del crédito adquirido: 

  • Localización real del deudor del crédito.
  • Establecer contacto a través de distintas plataformas: teléfono, SMS, WhatsApp, Email, etc.
  • Enviar correspondencia e intimaciones de pago.
  • Realizar gestiones de campo: visita en domicilio. Actualmente, esta opción se encuentra limitada por las restricciones de la pandemia.
  • Realizar un acuerdo o compromiso de pago del crédito acorde a la situación particular del deudor y los lineamientos de la empresa.
  • Controlar y hacer el seguimiento de pagos de créditos.

Cuando estamos en el camino de aprender cómo brindar créditos y cobrarlos efectivamente, también queremos saber qué documentos hay que tener a la hora de entregar un crédito y qué cosas no nos pueden faltar. 

A la hora de entregar un crédito hay que elaborar una estrategia según el tipo de crédito (monto, plazo, tipo de mercadería, logística de la firma del documento) y según el tipo de deuda de ese crédito.

Para documentar la deuda vamos a tener muchos tipos de documentación: pagaré o conforme, vales, etc.

  • Cheques diferidos: que son títulos ejecutivos que no dependen de una factura o de una compra para su ejecución.
  • Se recomienda al momento de la firma de ese título ejecutivo, que se firme un mutuo o factura que de origen al crédito por la ley de concurso.
  • Si queremos resguardar de manera más segura la mercadería podemos realizar una prenda sobre esa mercadería.
  • Si se trata de una deuda de una magnitud más significativa, se recomendaría la utilización de una hipoteca.

A la hora de otorgar un crédito, ¿cómo determinamos el interés?

Primero debemos regirnos por la tasa media de interés publicada por el Banco Central, que se va a dividir según el tipo de sector al que pertenezca el consumidor y el tipo de compra a realizar. Dicho interés se deberá introducir en el documento a firmar que vamos a utilizar. Esta tasa debería ser una referencia que permita evitar una renegociación continua, desgastando así la relación con el cliente. Hay diversas tasas que pueden utilizarse como referencia al efecto.

En síntesis, una de las cuestiones más complejas de una empresa tiene que ver con el otorgamiento de los créditos. Debemos delinear muy bien los créditos y parámetros que se involucran en torno a ellos para minimizar al máximo posibles riesgos a futuro.

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