Trust is so much bigger today than price; you just don't get asked about it because its easier for your customer to talk to you about your pricing than to ask if you will rob or hurt them.
But never forget your new prospects DO worry about it, and things like this story are on most of their minds.
Here are two examples in my own area:
1. I know a lady who pays more in income tax than most cleaners gross in a year. When I met her, she had her maid cleaning her white wool carpet with a little "department store" machine. I talked about the need for professional care, and she told me the reason she never hired a carpet cleaner was a lack of trust having strangers in her home with her valuables. I introduced her to a cleaner I know in her area, and she now has a cleaner she can trust and he has a great client. But had she not been introduced by someone she already trusted, her maid would still be cleaning her carpet.
2. A moderately large HVAC company here in my community is owned by a couple who are in their 60's. She had been cleaning her carpets in their homes (yes, plural) because they knew what they went through hiring and screening service people, and couldn't trust carpet cleaners to be as careful. I found cleaners in both areas their homes are in for them, but again without knowing them well enough to trust them in the home, she'd still be cleaning the carpet herself.
Remember that you need to always be looking for ways to build trust and confidence in everything you say and do, and to always remember the value of people who will speak up for you and refer you.