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When I say “golden ticket,” what words pop into your mind? Willy Wonka? Chocolate? Gene Wilder? Johnny Depp? Charlie Bucket?

The “Willy Wonka & the Chocolate Factory” movies are based on Roald Dahl’s 1964 novel “Charlie and the Chocolate Factory.”

The book, the original movie and the newer movie focus on 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 candy bar. Whoever found a golden ticket was 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 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. His belief was so strong, he made it a reality. He was certain he would get the golden ticket, in spite of his family’s doubts.

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 true 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.

• 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.

• Eat chocolate along the way. There’s something about the universal love of chocolate. 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. 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 respectful of your family, especially your parents.

• Always do the right thing.

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

• Good usually wins out over evil and spoiled brats. What a relief to know that.

• Be willing to give it all up if your ethics and beliefs are compromised. Stand up for what you believe in, even if you don’t 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. You may not win a chocolate factory, but the victory will be sweet.

AUTHOR’S NOTE: If you doubt the popularity of the story, try to buy a 1964 first edition of Dahl’s book for less than $2,500.

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by e-mail at salesman@gitomer.com. © 2008 Jeffrey H. Gitomer