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At the end of the day, most of us are professionals. Unfortunately we rarely act as such. To begin to alter public perceptions of us we need to act as such and, in this instance, it means being assertive. As already mentioned, it can be done so that it reinforces that professionalism. Personally, I do not grin when faced with those questions as I believe it demeans my reply. My typical reply is, "As a fellow professional you fully understand the value of hard earned experience and the peace of mind that delivers. If you would like a cheap job I'm sure you will be well served but I'm afraid I dont not lower my standards." Then you SHUT UP. With an impassive face you wait for THEM to speak. When they do it will be to say sorry or to say goodbye. Either means you win...
You are probably correct to say not to smile when giving a response to such customers, but sometimes smiling makes our comment to the customer appear less rude.
Bit like adding a Smilie to show the tone of our posts on here