Can you explain why Dell's so shy about being green with Dell 1700 laser printer toner?

Pretend you know nothing about Dell 1700 laser printers and you are tasked with getting three toner cartridges. Dashing off to Dell's site find the printer model and the toner cartridges. Just add them to the cart and away you go right? Wait there are two cartridges for your printer, which one do you choose?

One is a full thirty seven dollars cheaper. That's almost enough to buy the 3 you need and get a 4th free. Think of what accounting would say! You would be the hero of the office. But what if you made the wrong choice?

There just is not enough information in the brief product description. What is this “Use and Return” thing on the cheaper product? Has it been used and returned? Can it be the same if it's cheaper? Is this a pricing mistake (the order you need might get canceled). Is this a deal or a dud?

You click the link to the product descriptions but they are Java script based so you can't put them into tabs for easy comparison. “Use and Return assures environmentally sound recycling of used toner cartridges.” Does that mean I pay less for making an environmentally sound purchase? Cool. But is it as new and good like the other one? Uncertainty ensures. A sale of three toner cartridges is lost.

Here's one solution.
Instead of just adding one line to the Use and Return toner cartridge product description state the benefit and explain the process as they did in their FAQ.

“Use and Return, Dell's toner cartridge return program, is easy-to-use and avoids rebate hassles by providing a 23-27 percent on the purchase price of toner cartridges. When your cartridge is empty, return it to Dell in our postage-free packaging. We'll ensure that they empties are properly recycled and kept out of landfills.”

Serviceable but here's a possible improvement.

“This new cartridge comes with full warranty! Use and Return, Dell's toner cartridge return program provides a 23-27 percent savings on toner cartridges. When your cartridge is empty, return it to Dell using the included postage-paid packaging. Use and Return, ensuring your empties are properly recycled.”*

Final Thoughts

If you reward customers with savings for making an environmentally friendly choice be proud and say so.

When people are not confident they may use price to decide quality.

Careful this contrast principle might also lead to doubts and a cancelled purchase. If the price difference is large you might lose a sale.

If you have similar products make it easy to compare.

Provide enough information to help your customers be confident in their purchases.

What do you think? Could you solved this problem another way? Post a reply.

*This assumes the cartridge is new. Truth be told I am still not sure. Perhaps it is new and like most printer manufactures Dell just wants to get the cartridges back so they can recycle the components (and keep you from refilling them).