It depends on the context. If we're talking about someone male who is your social equal and you're not in a work setting, the proper reply is to punch him hard in the face.
WHAT WOULD YOU DO IF SOMEONE SPIT IN YOUR FACE; WOULD YOU A.SPIT BACK AT THEM B.KICK THEMC.SPIT BACK AT THEM 5 TIMES D.DO NOTHING ABOUT THE SPIT ON YOUR FACE