Purpose. The purpose of this study is to identify the nature and priority tasks of managing the financial potential of enterprises, as well as the definition of approaches to such management on the basis of crisis management. Methodology / approach. The solution of the specified tasks was carried out by using general scientific and special methods, in particular: monographic, dialectical, abstract-logical, analysis and synthesis for defining conceptual approaches to management of enterprises’ financial potential on the basis of crisis management; induction and deduction – to construct a research structure. Results. The necessity of effective management of enterprises’ financial potential is determined. The most expedient concepts of financial management, the introduction of which improves the quality of management of enterprises` financial potential, are identified. A list of tasks of crisis management, which are basic in managing the financial potential of enterprises, is described. Conceptual approaches to management of enterprises’ financial potential on the basis of anti-crisis management are considered. Originality / scientific novelty. The approaches to managing the financial potential of enterprises are improved, which, unlike the previous one, is based on the principles of crisis management through the use of preventive, situational or combined type of management, which will further identify the reserves for strengthening financial capacity. Practical value / implications. It is determined in application of the proposed conceptual approaches to managing financial potential on the basis of anti-crisis management in the practical activities of domestic enterprises, which will allow to quickly detect, respond and prevent the emergence of crisis situations.