They want dialogue with human beings. Yours is a destination driven by problems. They're not happy. They have to replace something. We channel that hostility into anger and then we send them home.
Independent jobbers know more about products, know more about how to solve problems than the chains.
By definition, you've been given an advantage. You sell to professionals. People expect you to know more. People expect retailers to know less and not provide any service. Price advantage vanishes when the service function is believed to be real.