I have been told time and time again that it is wrong and unloving to befriend someone with the ulterior motive of bringing them to Christ. So let me get this straight: it is unloving to care about someone's eternal salvation and well-being?
Admittedly, some of our "bait and switch" tactics are a little problematic. Too many times we view people as another number on the headboards of our baptismal records.
But imagine the paralytic's surprise when his four buddies brought him to Jesus to be healed, and Christ replied, "Son, your sins are forgiven you." He could have easily protested, "Wait a minute: I came here to be able to walk again, and instead You talk to me about eternal life!" The man didn't cry "foul" though, and it reminds me that Jesus always had "ulterior motives" when it came to issues of healing, justice, and societal reform.
After all, what could be more loving than to tell someone about the Father's heart of love?