When I say "golden ticket," what words pop into your mind?

Willy Wonka?

Chocolate?

Gene Wilder?

Johnny Depp?

Charlie Bucket?

Maybe even Jack Albertson?

And who is Roald Dahl? "Willy Wonka & the Chocolate Factory" is a 1971 motion picture based on the 1964 novel, "Charlie and the Chocolate Factory," written by Dahl.

The book, the original movie, and the newer movie, a darker version with Johnny Depp, are American icons (although the author was British).

The book and movies focus around a slightly nutty entrepreneur, a chocolate factory, tiny workers, and a contest to find one of the five "golden tickets" that were securely wrapped within a Wonka bar. Almost like a lottery, if you found a golden ticket you were rewarded with an all-day tour by Willy Wonka himself of his secret candy factory.

Charlie Bucket, the hero and ideal child, was one of the five winners. The other four children were spoiled brats and as they went on the tour they showed their greed or misbehaved in such a way as to be punished or banished. Charlie Bucket was the winner of the tour and was rewarded with the entire factory and empire. Not a bad day's work.

But there's much more to this children's story. There are lessons to be learned, both in sales and in life. Charlie Bucket was an impoverished kid with a vision. You may call it a dream - but his vision and belief were so strong, he made them a reality. He was certain he would get the golden ticket, in spite of his family doubters.

Here are the lessons. Apply them to your sales life and you will win the gold:

Go for what you want with passion. A big part of winning is your drive and determination.

Have the belief. If you don't believe, silver or bronze will be as far as you can rise. Gold only goes to the real believers.

When you get the opportunity you want - be ready. I am amazed at how many unprepared salespeople there are. It's easy to identify them. They are cold calling and having to submit proposals to win business by bidding.

Seek the support of others who want to help you. No one ever succeeds alone. Especially salespeople.

Smile all the time. A smile is the most important and valuable item in your wardrobe. It costs nothing; but it's worth a fortune. It's your image ahead of your words. It's warmth and welcome at the same time.

Eat chocolate along the way. There's something about the universal love of chocolate. Books have been written about it. It's comfort food that when offered to others makes them feel at home.

Ask a lot of questions. Questions engage others, create revealing information, and help you discover common interests. I have said that questions are the heart of the sale - and the gateway to a relationship.

Be in awe and wonderment at all times. Make your life a series of WOWs.

Be a good person. Self-explanatory.

Be respectful of your family, especially your parents. More self-explanatory.

Do the right thing all the time. Most self-explanatory.

"Nutty" to some people is "genius" to others. Make your own judgments and take actions accordingly.

Good usually wins out over evil and spoiled brats. What a relief to know that. And that "they all lived happily ever after."

Be willing to give it all up if your ethics and beliefs are compromised. Commit to stand and stand up for what you believe in, even if you get the golden ticket.

There's no place like home, even if it's populated with pixilated people. Be grateful for what you have at home.

There's a golden ticket somewhere for you. The secret is: Don't wait on your couch for it to arrive. Go out and get it by working for it, and take advantage of all the gold it has to offer.

You may not win a chocolate factory - but the victory will be sweet.

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Jeffrey Gitomer is the author of The Little Red Book of Selling. President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at www.trainone.com. He can be reached at 704-333-1112 or by e-mail at salesman@gitomer.com.