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

Willy Wonka?

Chocolate?

Gene Wilder?

Johnny Depp?

Charlie Bucket?

Maybe even Jack Albertson?

"Willy Wonka & the Chocolate Factory" is a 1971 movie based on Roald Dahl’s 1964 novel. The book, the original movie, and the newer movie, a darker version with Johnny Depp called "Charlie and the Chocolate Factory," 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" 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 more to this children’s story. There are lessons to be learned, both in life and in sales. 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 lessons from Charlie Bucket that can be applied to your sales life so you will win the golden ticket:

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

• Believe. Gold only goes to the real believers.

• Be ready when you get the opportunity you want. Don’t be an unprepared salesperson. They’re easy to identify; 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.

• Smile all the time. It costs nothing, but a smile is worth a fortune and is the most important and valuable item in your wardrobe. It’s warmth and welcome at the same time.

• Eat chocolate along the way. There’s something about the universal love of chocolate.

• Ask lots of questions. Questions engage others, can create revealing information, and help you discover common interests. 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. That should be self-explanatory.

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

• Do the right thing all the time. The most self-explanatory.

• Make your own judgments and act accordingly. "Nutty" to some people is "genius" to others.

• Good usually wins over evil and spoiled brats. And "they all lived happily ever after."

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

• There’s no place like home (even if it’s populated with pixilated people as it was for Charlie Bucket). 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.

So you may not win a chocolate factory — but the victory will be sweet.

By the way, if you doubt the popularity of "Willy Wonka and the Chocolate Factory," try to buy a 1964 first edition of Dahl’s book for less than $2,500.

If you want more information on how to deepen the belief in yourself, go to www.gitomer.com, register if you’re a first-time visitor, and enter the word "belief" in the GitBit box.

Contact Jeffrey Gitomer at salesman@gitomer.com or (704) 333-1112. Gitomer is president of Buy Gitomer in Charlotte, N.C., and the author of "The Little Red Book of Selling." He gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at www.trainone.com. Sales Moves appears weekly.