Done it plenty of times myself. Get one of those magnetic flexi cables, you can get them from auto stores, or use air to blow them out. Have used both methods with success several times.
This is the sort of thing:
http://www.ebay.com.au/itm/Flexible-Rod-Magnetic-Tip-Tool-Flex-Pick-Up-Tools-3904-/400217760678?pt=Motors_Automotive_Tools&hash=item5d2ed663a6