Abstract: This research explored the intra-structure of the self-efficacy of insurance salesmen by the exploratory factor analysis and the confirmatory factor analysi s on the basis of theoretical analysis, interview and questionnaire surveying. T he results showed that self-efficacy of insurance salesmen in China consists of eight factors which are: Factor 1: Interview skills. In the conversation the sal esmen can self-supervise whenever necessary, adjusting one’s way of talking and contents promptly; can read the thought of customers and then continue or stop the conversation. Factor 2: Manner. The salesmen have to be suited to the occasi on, keep good appearance, fine and steady conversation, style, and glamorous and appealing temperament and so on. Factor 3: Persistence. The salesmen have to vi sit the customer on the original schedule even though it is windy and raining or they are weary in body and mind, or they suffer defeats continuously and so on. Factor 4: Control of emotion. The salesmen can adjust their mood while the cust omer refuses them or the customer is impervious to reason. The salesmen can adop t an optimistic attitude and so on. Factor 5: Master of knowledge. The salesmen learna lot of various knowledge about the insurance, can satisfactorily answer t he customer’s questions, make satisfying plan for the customers who want to mak e their insurance and so on. Factor 6: Plans and comments. The salesmen carry on their job and life according to the schedule. They have a clear quantity aim, w hich they have to achieve every month and every season and so on. Factor 7: Prep aration. Before the formal interview with an important customer, the salesmen al ready grasp the customer’s various information and have the image of the custom er and so on. Factor 8: Intuition and judgment. While the salesmen face new cust omers they can very quickly gain a clear idea of the customer’s social status, income situation, educational level, interest and so on. The Scale of Sefl-effic acy of Insurance Salesmen was made according to the principles and methods of ps ychological surveying. The insurance salesmen have to estimate their diathesis o f insurance sales by these eight factors.

Key words: insurance salesmen, self-efficacy, questionnaire development