A method of producing titanium and titanium alloys having improved lubricity and cold working characteristics includes immersing titanium or titanium alloy as the cathode in an electrolytic conversion coating bath containing acidified zinc phosphate and forming a zinc phosphate coating on the titanium or titanium alloy by maintaining electrolysis conditions in the bath. Further improvements are achieved by pretreatment of the titanium or titanium alloy with a surface adjustment agent prior to immersion in the electrolytic conversion coating bath. The products are further treated with conventional lubricants and exhibit improved working characteristics.