Everyone who starts a business is selling something? Right? The question is do you really know what it is you are selling? This is a question I ask every woman entrepreneur that I meet. Whether or not she becomes a client, I make sure I don't leave until she recognizes what she is really selling!!

"The sky is the limit", she says. "I will sell whatever anyone wants to buy." NO, that is not the answer.

"Stuff", she says. NO, that is not the answer.

"Marketing, insurance, real estate, financial advice, etc.", she says. NO, that is not the answer.

The real answer is YOU sell piece of mind, a wonderful customer experience, protection, convenience, happiness, and a solution to your potential customer's problem.

Women entrepreneurs, like all entrepreneurs, must understand the importance of solving a problem that exists in the marketplace. The marketplace does not necessarily need what you are selling if you have not meant the requirements of solving THE problem.

I meet entrepreneurs regularly who insist on deciding what their potential customers want. When I ask if they have queried the market about their service or market they revert to they have expertise in development of their product or service.

Remember, just because you can make it or do it doesn't necessarily mean that anyone wants to buy it!

Launching a business is about filling a niche in the marketplace NOT about getting paid for something you know how to or like to do. If there isn't a market for your product or service it will not sell no matter how good it is or how reasonably priced it is.

So, what are you really selling?

Service businesses have the greatest problem with this question as they see the lists of businesses in their space and decide there is always room for one more. WAIT! Before you go out and start a business that already exists, ask yourself how you will differentiate your business from the others. If you don't have an answer ----don't launch a startup.

Competition is good. No, competition is great, but only if you differentiate yourself from the competition. Your business is more service-oriented, more customer-friendly, priced better with better results or a partnership for life.

Buyers want to be amazed, captivated and, most importantly, satisfied with their purchase no matter how much the cost. YES, you heard me right. You can be the most expensive in your niche and still win the business if the buyer believes (s)he has made the best choice.

The most important part of any business is making sure the customer is happy. Why, because a happy customer is a returning customer and a referral to more customers. So, if your strategy is to sell 'em and leave 'em I can promise you, you won't be in business for long.

Women entrepreneurs of the world...what are you really selling? Please answer this question and create a business that can scale and thrive long after you are gone.