Yes ma'am, I am.

Consideration of others and public politeness is evident most everywhere you go in The South. It is carved into the very soul of the Southern born and well bred. One very distinct form of this politeness is the use of titles when referring to anyone who is a senior to the speaker, or if not senior by age, senior by position.
"Sir" and "ma'am" are commonly associated with The South and her native folk. They are, however, not "Southern" per se; "Sir" and "ma'am" are accepted titles of respect in many cultures and countries. It's not "Southern" it's simply polite.
A northern-born friend of mine recently told me she becomes embarrassed when she 'slips' and uses a polite title to address someone who is interviewing her for a job in her current city, Philadelphia. You see, the wonderful friend of whom I speak has spent the last several years in Memphis, TN where some of our "Southern Style" rubbed off. How sad it truly is that simple politeness is cause for one to be "embarrassed" or feel uncomfortable. My reply to her, "Good manners never go out of style." I recommended she hold tight to the good manners that, thank God, have a way of infecting the otherwise unknowing mind so to spread throughout the world as beautiful kudzu spreads throughout the Southern landscape.
Teach your children politeness. It is the ONE thing that will separate them from the pack. Good manners separate the 'classes,' not money. A man with a pauper's purse is able to gain every bit the respect as a tycoon if he conducts himself as a gentleman.
Ask any employer if it makes a difference to be referred to in a polite manner, and you'll probably get the same answer. "Yes, sir!" (or ma'am)
Ask me if I'm glad I'm Southern and possess the *ahem* embarrassing "side effects" thereof. I'll answer you "YES MA'AM, I AM!"