I know where you're coming from, growing up in Vancouver, I've dealt with cultural diversity my whole life. Dealing with people who have different underlying values can be difficult, but as you’ve already pointed out, with the number of referrals, can potentially be good business as well. The most common source of contention amongst different cultures is that of the universalist vs. the particularist.
Universalist:
• Focus is more on rules than relationships
• Legal contracts are readily drawn up.
• A trustworthy person is one who honours his word or contract.
• There is only one truth or reality, that which has to be agreed to.
• A deal is a deal.
Particularist:
• Focus is more on relationships than rules.
• Legal contracts are readily modified.
• A trustworthy person is one who honours changing mutualities.
• There are several perspectives on reality relative to each participant.
• Relationships evolve.
As can be seen by the very brief lists above, the West has strong universalist underpinnings. Neither is right nor wrong, just different, evolving to support one in the culture in which they were raised.
I received a call from a guy last week who even on the phone sounded demanding and impatient. When I went to price the job he was down right rude handing me off to his wife to show me what to do while he went downstairs. I priced the job, made a few suggestions, explained municipal regulations to her, and left my card. That night he phoned me with a totally different demeanor, polite, willing to work around my schedule, etc. He wanted me to talk with his neighbor regarding the proposed work, this wasn’t necessary, but I suggested it, as some of the work was to be preformed on trees backing his neighbour’s property and could potentially affect window sight lines. I did this and he took time from work to come with me. He didn’t quibble over price and told me to do what I thought best. Why the change? Certification, insurance, WC, etc. all the things you should have. He liked that I wasn’t, as he put it, “just another laborer or tree cutter”. This shows a certain cultural bias or prejudice. This attitude toward the lowly laborer can be seen in Western culture as well, but to a much lesser degree than in some other cultures.
If you can get around your own beliefs and values without getting offended and see where the other person is coming from, it’s amazing the cash that can be pulled from proclaimed empty pockets.