How many other items do they have that if you call them by their actual name, or a trade name - they may not know what you are talking about?
If I am ordering a panelboard I generally will be giving them some more details of what I want and not just telling them "I want a panelboard" and hope I get what I want. For the common "loadcenters" I usually have most of the catalog numbers of the ones I use the most memorized and just ask for the catalog number. For the commercial series panelboards, you not only need to order the panelboard, you also need to specify the enclosure, cover, and other options.