Orlando Sentinal:

When Robert Klein decided to set up a Dial-A-Mattress franchise in Orlando last July, he wondered whether enough people in the area would consider picking up the phone to order a bed.

Sure, the concept of calling in an order and having it delivered to your home worked well in congested Northeastern cities, where Dial-A-Mattress got its start. But would the service take hold in a sprawling, suburban place like Central Florida?

The answer, Klein thinks, is yes.

According to the president and co-founder of the Dial-A-Mattress franchise (which also does business as 1-800-Mattress and mattress.com), the Orlando operation has already racked up $2 million in sales with more than 6,000 deliveries in Central Florida.

Klein claims customers have been calling in part because they want to avoid the high-pressure sales tactics found in some retail mattress outlets.

“You begin to start wondering if you’re in a used-car lot, not a mattress store,” Klein said, noting that his customer-service reps aren’t as pushy.

Dial-A-Mattress doesn’t have stores, choosing to keep its mattresses in a centrally located delivery warehouse.

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