Change Your Process

In a lot of industries, buyers love the product but hate the process.  Think about buying a car or applying for a mortgage loan as examples.  Imagine if the buyer could love both product AND process.  Here’s an example.  Buy something at an Apple Store, and you’ll probably never see a cash register.  Your Apple rep will use a handheld device to ring up your transaction right where you are – no standing in line.  What part of your process do customers dislike?  How could you change that – and then market the change – to sell more of your product or service?