Under the conditions of transformational changes taking place in the country's economic system, there is a need to ensure a sustainable competitive position for enterprises. In this regard, there is a need to constantly adapt to current events and adequately respond to market changes. In order to improve the functioning of enterprises, the formation of approaches to improve the management of financial potential becomes important. It is advisable to consider the financial potential as the most important strategic tool for sustainable development of the enterprises, since the existing structure of financial resources, which is formed on the basis of the current legal framework, does not affect the efficiency of their production in the medium and long term and, therefore, does not allow evaluating the possibility of using their financial potential. The purpose of the study is to develop a mechanism for managing the financial potential of an enterprise. The suggested mechanism of management of the enterprise’s financial potential allows to form the financial potential on the basis of methodological approaches to management and taking into account the chosen financial strategy on the basis of a synergetic approach. In conclusion, the authors determined that the mechanism of management of the financial potential of the enterprise is a dynamic system, which is influenced by internal and external factors and consists of a set of tools, levers, methods and principles.