Don't be modest. Spell it out. Then use these answers to profile your strengths.

• What are your advantages? Reputation? Experience? Resources? Support staff?
• What do you do well? Core competencies? Technology skills?
• What makes you different from your competition? Product innovations? Proven management?

Weaknesses

Be honest. Facing up to bad news now is better than having an unrealistic marketing plan.

• What could you be doing better? Strategic planning? Continuing education?
• What do you do badly? Lead generation and conversion? Attention to detail? Follow-up?
• What causes problems or complaints? Under-staffing? Out-of-date resources? Inadequate marketing materials? Poor communications?