A lot of the European's I speak to say, 'how do you call it'.

It's not correct but it does, as already

stated, get your point across.

It depends on what you are asking.

Asking about a sound or a method of speech
How do you say/pronounce 'Extraordinary'?
Asking about a word (normally in written language)
What does that mean?
Asking about an object or person
What do you call him, her, it?