This paper attempts to provide a better understanding of behavioral processes and their impact on the transition from products to services. The objective was merely to explain behavioral dimension of transition. The paper indicates seven behavioral processes which play a critical role during the transition. Managerial service awareness and role understanding, as well as employee service awareness and role understanding seem to be the right triggers to change the behavioral processes in the desired manner. The main focus was on the German and Swiss machinery and medical equipment manufacturing industries.