Step one: recognize that while you are responding to them, you are speaking to others that do not include trolls. Seriously. Any negative comment or review of your produce and services are an opportunity for you to shine for those who actually do want to explore new things. Point is don't get discouraged and distracted your marketing is working because people are seeing it. Respond positively and use the negativity as a platform to talk about how awesome you actually are once again haha.