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Analyser le risque client pour limiter les risques de non-paiement

L’analyse de risque client est une opération qui consiste à étudier quelques critères pouvant rassurer l’entreprise de sa capacité à payer. De cette manière, l’entreprise sera épargnée des risques d’impayés. Pour ce faire, il faut se focaliser sur les données financières du client potentiel.

Analyse risque client : les données financières

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Afin d’évaluer la solvabilité d’une entreprise, elle doit fournir certaines données bilancielles qui vont témoigner de sa capacité à honorer une transaction. En France, toutes les sociétés doivent obligatoirement publier ces éléments de comptabilité. Une analyse économique et financière est toutefois nécessaire. Cette évaluation va se baser sur des données et ratios comme le Gearing, l’EBITIDA to sales ratio et le DSO ainsi que le DPO et la rotation des stocks.

La rotation des stocks vous permettra d’évaluer le niveau d’activité d’une entreprise. Pour ce faire, vous devez sonder la durée de conservation des marchandises. De cette manière, vous n’auriez pas du mal à détecter une baisse des ventes par exemple. Si la rotation des stocks est élevée, cela signifie que l’entreprise a une bonne maîtrise des processus d’approvisionnement. Cela représentera des avantages pour le BFR. Le cas contraire va augmenter le BFR et pourrait amener à des tensions de trésorerie.

Quant au gearing, il consiste à évaluer la structure du financement de l’entreprise. C’est le ratio de la dette financière nette sur les capitaux propres. Le niveau du gearing repose sur le secteur d’activité et la stratégie de l’entreprise. Il faudrait faire une comparaison avec les entreprises dans le même secteur et ayant le même type de stratégie. L’analyse dépendra aussi de la capacité de remboursement de l’entreprise ou de son aptitude à booster ses capitaux propres.

Que faire si le client potentiel est à l’étranger ?

Analyser le risque client ne se limite pas à l’étude de ces ratios. Afin de s’assurer que l’entreprise est en mesure d’honorer ses engagements, il faut s’attacher aux notions de flux et de cash. En ce qui concerne les clients potentiels situés à l’étranger, l’intervention d’un tiers ayant une bonne connaissance du marché local est nécessaire.

Vous pouvez alors faire appel à une société de renseignements ou un assureur-crédit ou encore à une banque ayant en sa disposition de relais sur place. Il ne doit en aucun cas avoir des liaisons avec les pratiques commerciales des entreprises implantées dans le pays. Cette proximité permettra de se procurer des informations plus fiables concernant les clients et les prospects. De cette manière, les risques d’impayés sont limités.

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François Huynh
Lecturer @ INSEEC Executive @NEOMA - Director of AD Avenue Group - Former Yahoo! @ad_avenue Website: https://ad-avenue.net
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