Transparency: defined by the business dictionary as a "lack of hidden agendas or conditions, accompanied by the availability of full information required for collaboration, cooperation, and collective decision making."
Many small business owners don't want to give away the whole lot - we are in the business of making money for our expertise and services. But there is a way to be profitable without hiding behind what can be seen as a shady curtain.
A technician should never tell customers where else they can go to get service, but arm them with enough knowledge to answer customer questions that always lead back to more business for you! (HVAC training is key here.)
Perhaps the most important of all profitability strategies is being your authentic self. Be honest, open, and communicate in human speak (not tech jargon).
Be strategic about what information is public and what is not - for example, you may write about easy tips to keep a customer from needing a house call on your company blog, but it could be followed up by a call-to-action on maintenance agreements.