There is a new phrase today "back to basics" and this means in business when someone asks for your help and you can not provide it is best to help them achieve their goal. Use your business partnerships as a building block for your customers and they surely will come back to you because you were so helpful in them achieving their goal. You as a business become a vital source of information, a trustworthy component for business, and a company that serves the public interest versus "what's in it" for me attitude.
Start today and the next time a call comes in and they want your service offer them options, train them on what you can do, offer to refer to other business partners you know and work with, and if you just can not do the service offer resources such as the web, local chamber, or professional organizations that the person can utilize to solve their situation. Together we can bring about a change from "what's in it for me" to "what's in it for us".