Always, always, helps to talk to friends, ask for recommendations, I lucked out when I moved to town, found a good mechanic right away, great rates, and most of the time if it's not major work, he doesn't charge for labor on the premise that when I recommend him to friends/family, it builds his reputation as a good mech. as well as bringing in more business.
Personally, I find it really helps if you self diagnose before going to a private mechanic, if you can ID the problem and express exactly what work you want done, its easier to eliminate the "well, we recommend" conversations. Also does not hurt to let them know you are mechanically inclined, in my experience, they treat you with more respect and actually do a good job the first time if you make a point of letting them know the only reason you are there is because you do not have the time/space/specialty tools to do it yourself.
For the record, the only reason I ever head to the local stealership is for OEM parts I cannot get elsewhere.