We present new Space Telescope Imaging Spectrograph (STIS) observations of three spiral galaxies, NGC 4303, NGC 3310 and NGC 4258. The bright optical emission lines H$alpha$ $lambda$ $6564 AA$, [NII] $lambda$$lambda$ $6549,6585 AA$ and [SII] $lambda$$lambda$ $ 6718,6732 AA$ were used to study the kinematics of the ionized gas in the nuclear region of each galaxy with a $sim 0.07arcsec$ spatial resolution. In NGC 3310, the observed gas kinematics is well matched by a circularly rotating disk model but we are only able to set an upper limit to the BH mass which, taking into account the allowed disk inclinations, varies in the range $5.0 times 10^{6} - 4.2 times 10^{7} M_{odot}$ at the 95% confidence level. In NGC 4303 the kinematical data require the presence of a BH with mass $M_{BH}=(5.0)^{+0.87}_{-2.26}times 10^{6}M_{odot}$ (for a disk inclination $i=70$ deg).In NGC 4258, the observed kinematics require the presence of a black hole with $M_{BH}= (7.9)^{+6.2}_{-3.5} times 10^{7}M_{odot}$ ($i=60$ deg). This result is in good agreement with the published value $(3.9 pm 0.1) times 10^{7} M_{odot}$, derived from $H_{2}O$-maser observations. Our attempt at measuring BH masses in these 3 late type Sbc spiral galaxies has shown that these measurements are very challenging and at the limit of the highest spatial resolution currently available. Nonetheless our estimates are in good agreement with the scaling relations between black holes and their host spheroids suggesting that (i) they are reliable and (ii) black holes in spiral galaxies follows the same scaling relations as those in more massive early-type galaxies. A crucial test for the gas kinematical method, the correct recovery of the known BH mass in NGC 4258, has been successful. [abridged]