Educating the people you serve is not a burden—it's the single smartest way to avoid headaches and build long-term trust.
I manage purchasing for a K–12 school. I handle roughly $120,000 in supplies each year across about 15 different vendors, from classroom furniture to art materials. One of those is Lakeshore Learning, where I buy writing calendars, bulletin board paper, and a bunch of other teaching supplies. And here's the thing I've learned after five years in this role: the teachers I support are incredible educators, but most of them have zero interest in understanding paper dimensions, markup calculations, or why that overtime calculator matters when planning a project. It's tempting to just take their orders and move on. But I believe that's a mistake.
In my experience, the vendors who actually take a few minutes to explain the basics—product specs, cost drivers, common gotchas—are the ones who end up with fewer returns, happier customers, and repeat business. And I try to do the same when I'm explaining options to our teachers. Here's why I think customer education is a non-negotiable part of good procurement.
1. The wrong paper size is a silent budget killer
I once had a teacher ask for 10 reams of "printer paper" without specifying size. I ordered letter size (8.5" × 11")—standard, right? Turns out she needed legal size (8.5" × 14") for a special document she was preparing. The order had to be returned, shipping both ways cost us $45, and the replacement took four extra days. That was completely avoidable if I'd asked one question: "What dimensions do you need?" and then explained the difference.
Now, before placing any order that involves paper, I always check whether the teacher actually knows what size they need. Most don't. And honestly, that's fine—it's my job to guide them. But the real issue is that many online supply stores (including some big names) don't make this info obvious. Lakeshore Learning's shop, for example, lists dimensions clearly on every product page, which is something I appreciate. When I'm browsing the Lakeshore Learning writing calendar section, I can immediately see the size of each calendar pad. That's the kind of clarity that saves time.
2. Markup and overtime calculators help teachers see the real cost
Teachers often want custom printed materials—flyers for parent night, name tags, classroom signs. They see a low base price and then get sticker shock when the final invoice includes setup fees, rush charges, or a markup they didn't anticipate. I've learned to use a markup calculator to quickly show them the difference between wholesale and retail, and an overtime calculator (because rush orders often rely on overtime labor) to explain why next-day delivery costs 60% more.
I once had a teacher say, "I'd rather spend 10 minutes understanding this than deal with a budget surprise later." Exactly. Informed customers ask better questions and make faster decisions. That's the core idea behind customer education, and it applies whether we're talking about office supplies or complex commercial printing.
"Here's something vendors won't tell you: the first quote you get almost always includes a buffer for their own risk. Once you're a reliable repeat buyer, there's room to negotiate. But you have to understand the markup structure first."
3. Trust is built one explanation at a time
Last year, I was ordering a new set of classroom supply organizers from Lakeshore Learning's shop. The listing showed two options—same function, $12 difference in price. A teacher asked why one was more expensive. I could have just said "the cheaper one is fine," but I took a minute to look at the specs: the pricier one had a reinforced base and a 3-year warranty. That extra knowledge turned a simple purchase into a trust-building moment. The teacher appreciated that I didn't just push the cheaper option blindly.
Granted, this requires a bit of extra time upfront. But compared to the time I'd waste dealing with returns, complaints, or rejected expense reports, it's a no-brainer. In fact, after I started proactively explaining things like paper sizes and markup logic, my order accuracy rate went from about 87% to 96% in six months. That's not a perfect metric, but it's real.
The pushback I get (and why I don't buy it)
Some of my colleagues say explaining all this is too much hand-holding. They argue that teachers should know the basics—and frankly, I used to think that too. But the 'why don't they just learn it' advice ignores the reality of a busy classroom teacher's day. They're dealing with 30 kids, lesson plans, and parent emails. They don't have time to memorize paper dimension charts or learn how markup percentages work. It's my job—and our vendors' job—to make that easy for them.
To be fair, not every vendor shares that philosophy. Some just want to close the sale. But the ones that invest in customer education (like Lakeshore Learning, with their detailed product descriptions and teacher discount program) are the ones I keep coming back to. Because when I look good to my head of operations, that's a good feeling.
So here's my bottom line
Educating your customer—whether they're teachers, office managers, or anyone else—isn't an extra cost. It's an investment in smoother operations, fewer mistakes, and long-term loyalty. The next time you're shopping for classroom supplies, take a moment to understand the dimensions, the markup, and what you're really paying for. And if you're a supplier reading this? Please keep making that info easy to find. We'll all be better off.
— An office administrator who's tired of explaining why 8.5×11 is not the same as 8.5×14
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