Most agency owners think their clients have it easy. But the gap between how you believe your agency operates and how clients and prospects actually experience it is often wider than you’d expect, and it’s usually the small, everyday frictions that do the most damage.

In this episode, Chip and Gini ask if you were on the receiving end of your own agency’s processes, would you be happy? The answer, for a lot of agencies, is probably not. Their point isn’t that agencies should cave to every demand, but if you market yourself as a partner, act like one.

The friction can start before someone even becomes a client. Contact forms loaded with qualifying questions scare people away. And back-and-forth emails to find a meeting time have no excuse in 2026. Use a scheduling tool, have a link ready, and make it especially easy for prospects. Once someone is ready to talk, the goal is to respond fast and remove every obstacle.

When it comes to the handoff from prospect to client, agencies should have a standard proposal template so they can turn paperwork around in 24 hours, not days. Make invoicing and payments as easy on the client as you would want it to be if you were in their shoes. And when it comes to project management tools, if the client already has one they’re using, just use it. The tool matters less than having one. [read the transcript]

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