Ma'am is perfectly fine to use- traditional manners in the South, yes?
Kind of a generic way to show respect- by someone who may not know your last name- or know if you are married or single.
More appropriate at our age than "Miss' would be. Never liked Ms.
Sir is my preference for use in male counterpart situations.
REALLY don't like more familiarity, unless someone knows me personally, or I give them permission to do so.
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