In my father's day, getting a new customer was a big deal. As a traveling salesman in the clothing industry—and working solely on commission—he knocked on plenty of store doors to pitch the owners or buyers. Sometimes, he got invited in, though there were plenty of times he didn't.

All he could rely on for his first impression was his 30-second pitch, his smiling face, and his friendly demeanor. His sense of humor was legendary.

Eventually, he established his "regulars" and sold them his line twice a year based on the seasons. Many of these customers became his friends, and even in seasons when they didn't purchase anything he'd still stop by to shoot the breeze, hoping that the next visit would produce results.

It took him many years to build success. The frustrations he experienced in the earlier years competing against other manufacturer's representatives were tiring and dejecting.

In just one generation, things have changed drastically. Lead generation (or prospect research for nonprofits) is scientific, supported by suppliers and list brokers that use technology to the max. Marketing communications channels can include direct mail, email, webinars, whitepapers, banner ads, conference exhibits, and many more. Capturing data and communicating the right information to the right audience at the right time in order to achieve the ultimate prize—to close a sale—is the objective. The long-term goal, though, is to establish customer relationships, and marketing articles abound its importance.

(A related concept, "stewardship," is a term used frequently in the nonprofit world. Although its original meaning is "to guide or direct something to completion," fundraisers use it to describe their management of important relationships. Phrases like "donor stewardship" or "sponsor stewardship" are common. In business, "customer relationship management" is the term with a similar meaning, but often extends to include backend software programs and customer service protocols.)

But how can you build and steward a long-term customer relationship if you can't access your prospect in the first place?

To reach those big fish you wish you could call your customers, it takes some creativity and perseverance, ingenuity, chutzpah, and, sometimes, just dumb luck.

Here are five creative ideas that can work for you, getting you in the front door of your next important prospect.

1. Connect via a Hot Line

Cold and warm calling have been around forever. After you get someone's assistant or voicemail for the umpteenth time, it's time for a new approach. Invest $10-20 on a prepaid phone. Send it to your prospect in a gift box, by courier, with a note to check the messages. (Sounds like espionage, doesn't it?)

Beforehand, leave a really good message that you've written and practiced to entice your prospect. Whatever you do, don't talk in a monotone, droning on about your product or service. You've got a captive audience for about 30 seconds. Make the best use of your time. Offer something or provide an incentive to call you right away. Make sure you've pre-programmed your number into the phone's memory.

Be available to answer the call that day. The last thing you want is for your important prospect to get a busy signal or, worse, your voicemail.

2. Play with Words

Do some research on your prospect. Find out his/her likes, dislikes, hobbies, and interests. For example, let's suppose she's a tennis player. Buy a case of tennis balls and wrap the box in shipping paper. Make sure to place a business card inside, along with a greeting card that uses a play on words to gain attention:

Hello, Sheila. It takes a lot of balls to get your attention. Now that I have it, all I ask is for 20 minutes—that's all. In 20 minutes, I'll show you how your company can save...

Call in advance to find out if she is in the office. Don't do this if she's on vacation, out of town, or off sick. If you don't get a call back that day, follow up the very next morning.

3. Guilt with Gifts

Send your prospect a holiday gift. My graphic designer did this one year, and I still use her services. This method uses the same psychology as address labels do in direct mail fundraising campaigns. The recipient feels a tad guilty or obligated and takes action.

I received a lovely box of chocolates with a note indicating that she'd like an opportunity to show me her portfolio. No obligation. How could I refuse? It turned out that she was talented, so I gained an excellent designer (in addition to a couple of pounds).

4. They'll Eat It up

Send your prospect a catered lunch. I did that many years ago when I was trying to get the attention of a record producer. (I was a singer then.) Find out what s/he likes and ensure s/he's in the office the entire day, if you can. (Call the assistant ahead of time to find out when a good time is for a delivery.)

Make arrangements with an appropriate caterer or restaurant and pay by credit card so you have a record. Drop off a handwritten note to accompany the meal. Always say why you're writing and include a call to action, whatever that may be. In the case of the record producer, he called me. Of course, I'm not the famous singer I thought I'd be, but I got results that day.

5. Go Nuts

Go to the grocery store and buy a variety of nuts. Nuts in shells, nuts in jars, nuts in cans. Pack them in a nice big gift bag with ribbon and decoration. Include a note card that says...

You're a tough nut to crack.

Include your contact information and why you can help him/her. Then have a courier deliver the gift bag.

* * *

Getting in the front door of prospects can work well with the help of technological bells and whistles. But, sometimes, for the important ones, you need a little creativity to stand out, command attention, and make them smile.

All you're hoping for is a chance—an opportunity to meet in person and get in that front door. The rest is up to you.