Not a problem at all for me. I just respond in kind. "What would you like, Hon?" And, I respond "Well, Hon (is it okay if I call you Hon? I would like coffee with cream and some hotcakes. Thanks, Hon?" Generally, after that, they don't call me Hon again.....

If the relationship is professional, I stop it the minute I hear it. I am not any doctors, dentists, receptionists, or employer's honey, sweety, or luv. Generally I say, "That is what my husband and mother call me. I would prefer you address me as ..."