Salesperson Behavioral Intention Scale – Successful Sales Call

What it measures

Measures five types of behavioral intentions a salesperson plans to enact in future similar calls following a successful sales experience. Covers intentions to make no changes, increase effort, change strategy, seek assistance, or avoid the situation. 3 items per subdimension on a 6-point forced-choice Likert scale.

Response format

Likert

Scale items

• NO CHANGE IN BEHAVIOR (α=.77 — below threshold, use with caution):
• I would do the same thing.
• I will not change anything I did.
• I would do things pretty much the same.
• INCREASE EFFORT (α=.93):
• I will work much harder.
• I would put greater effort.
• I will put in more time.
• CHANGE STRATEGY (α=.86):
• I will change the strategy that I use.
• I would approach the client differently.
• I will try a different tactic with the client.
• SEEK ASSISTANCE (α=.94):
• I will seek advice in how to deal with the situation.
• I would seek advice in dealing with the situation.
• I would get help from someone in the organization.
• AVOID SITUATION (α=.87):
• I will avoid such situations in the future.
• I would avoid similar situations.
• I would not call on that type of prospect again.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Subdimension alphas: No Change α=.77 (CR=.82, AVE=.61 — BELOW α=.80 threshold, use with caution); Increase Effort α=.93 (CR=.89, AVE=.73); Change Strategy α=.86 (CR=.86, AVE=.66); Seek Assistance α=.94 (CR=.91, AVE=.77); Avoid Situation α=.87 (CR=.90, AVE=.76). The 'No Change' subscale falls below the α=.80 threshold and should be used with caution. Companion failure-context scale: SBIS-F (ID 1819).

Recommended companion scales

Citation

Dixon, A.L., Spiro, R.L. & Jamil, M. (2001). Successful and unsuccessful sales calls: Measuring salesperson attributions and behavioral intentions. Journal of Marketing, 65(3), 64–78.

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