I'm getting in on the tail end of this but I think I get the gist of where you are.
I think your answer lies in the past relationship your customer/potential customer has had with OEM personnel and independents.
The guy needs RELIABLE help to solve a problem to get him back up and running (to meet his obligations) and will seek it if it's available......regardless of the cost if he feels what he gets is worth the expense.
In making that determination, sometimes it's as simple as a firm hand shake with a steady look in the eyes. Maybe a simple "Yes sir" for an answer. Maybe because you look him directly in the eyes when discussing things. Maybe it's a "sir I don't know but I'll find out". Or it's a 2am call on Sunday morning and his OEM doesn't feel like getting out of bed but you are "there for him". Maybe a comment about a past experience of yours where you didn't know the answer to a question but kept at it until you got the answer and got her fixed. Maybe it's giving proper credits for work or information supplied to you by others that has made your work successful on a particular project. Maybe it's being punctual with a clean and pressed uniform "looking" like you are ready and willing to help him solve his problem. Maybe it's because you don't try to BS him about something that he knows more than you. Maybe it's because you find out how he wants the problem solved: Basic functionality, or a complete teardown looking for other things that might cause problems in the future. ASK HIM up front and keep him posted as to progress and your schedule for completion.
I learned a long time ago that you get hired because the hiring authority either can't, won't, doesn't know how, doesn't have the resources, or doesn't care to do what it takes to get the job at hand done. You have to provide the inspiration to him that you DO have those lacking resources and are ready and willing to exercise them.
Then when you get your pat on the back, maybe a bonus in the pay check for you doing your "above and beyond the necessary" a polite "sir my business is based on word of mouth and I would certainly appreciate your sharing your feelings about my work with others interested".
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