Can Sales Be Compassionate? Reflections Ahead of Our Next MI Training

In August, I’ll be delivering another Motivational Interviewing (MI) training on the Gold Coast. It’s shaping up to be one of the most diverse groups I’ve had the privilege to work with. Among the attendees is someone whose registration gave me pause. Not because of who he is, but because of the questions his attendance raised for me about the intersection between sales and MI, and what it means to practice with integrity.

That attendee is Ryan Tuckwood, CEO of Australia’s largest sales training organisation, SWISH Sales Coaching. For those unfamiliar, SWISH stands for Sell With Integrity, Sell Honestly. Ryan and his team have been champions of ethical sales for years, picked up by a few of the Sharks on Shark Tank and now leaders in the Australian sales training landscape.

When Ryan purchased his ticket and let me know he’d be attending, I noticed I had a bit of an ethical itch about it. Not doubt, but a question: How does this sit with the foundational ethics of Motivational Interviewing?

Why Compassion Matters in Motivational Interviewing

When the third edition of the Motivational Interviewing textbook was released in 2012/2013, one of the most significant changes was the explicit addition of compassion to the core spirit underpinning MI. And with that inclusion, MI was formally defined as a practice that should always be in service of the welfare of the person we are supporting. It’s not MI if it’s being used to serve our own gain over theirs.

The addition of compassion wasn’t arbitrary. It came in response to concerns that MI might be appropriated for less-than-ethical purposes such as sales tactics, manipulation, persuasion for profit. The founders wanted to ensure MI remained grounded in its roots as an approach for supporting others’ welfare and autonomy.

The Rise of Ethical Sales: Can Sales Be Compassionate?

Since then, there’s been a quiet but growing movement within the sales world towards ethical, values-based approaches. Ryan’s work is a perfect example. SWISH isn’t about tricks or pressure tactics. It’s about aligning sales practices with integrity, honesty, and care for the person on the other side of the conversation.

As Ryan himself recently posted:

“When you focus on helping humans, not closing leads, you achieve both impact and income.”

He reflected further:

“When done with integrity, sales isn’t about manipulation; it’s about helping people make informed decisions that improve their lives or businesses.”

And this:

“Speak to humans, not leads - it will lead to fulfilment far beyond financial metrics.”

These aren’t hollow slogans. They capture the very heart of what makes sales, when done ethically, a potential act of compassion. His reflections helped settle that ethical itch for me. They reminded me that sales, like MI, can be an act of service when done ethically. Both are fundamentally about understanding human behaviour, meeting people where they’re at, and supporting them to make decisions that serve their best interests, not ours.

Motivational Interviewing and Ethical Sales: A Natural Fit?

The more I sat with it, the more I realised my initial hesitation was about making sure I was clear on my own ethical compass and the boundaries of MI. But I also know deep down I’m not teaching Ryan anything he doesn’t already know.

Ryan’s success is no accident. He has a deep understanding of human behaviour, motivational psychology, communication theory, and how these shape the decisions we make. I’ve heard him speak on podcasts about the connections between his work and approaches like Motivational Interviewing. We’ve shared some private, meaningful conversations over the years about ethics, human nature, and the responsibility that comes with influence.

In fact, I attended the very first-ever SWISH training, back when Ryan and Jack Corbett were launching what was then called ISR. I’ve seen firsthand how Ryan’s commitment to ethical practice has shaped his organisation and his own leadership.

Why I’m Looking Forward to This Training

Knowing all this, I’m genuinely excited to have Ryan attend. Not because I think I’m about to revolutionise his worldview, but because I know he’ll bring thoughtfulness, curiosity, and a willingness to engage in the kind of rich discussion that MI training thrives on.

This August’s group is shaping up to be one of the most diverse I’ve worked with: leaders, clinicians, salespeople, people from health, corporate, and social sectors. The conversations we’re going to have about power, influence, autonomy, behaviour change, compassion, and communication are going to be all the richer for that diversity.

And yes, one of the questions we’ll inevitably explore together is:

Can sales be compassionate?

Spoiler: I believe the answer is yes. In the right hands, with the right intent, and aligned with the spirit of MI, sales can absolutely be an act of service. It can leave people feeling empowered, understood, and respected. It can be about helping, not hustling.

In fact, the very act of selling MI training itself is a clear example of this. The reason I’m comfortable asking people to invest in these workshops is because of my unwavering belief that what I’m offering will help people, improve their practice, and ultimately improve the lives of those they serve. It’s not a transaction for its own sake. It’s a vehicle for positive change.

The same applies to therapy. Clients pay for therapy, yet no one questions whether the work is compassionate simply because there’s a financial exchange. The payment exists because the service helps, because it’s valuable, and because both parties understand its purpose is to serve the client’s welfare.

There are many other examples, and I’m looking forward to exploring them in this upcoming training.

Closing the Ethical Loop

So, my ethical itch? It’s been scratched. I no longer feel conflicted. In fact, I feel even more confident in the alignment between Ryan’s values and the spirit of MI: partnership, acceptance, compassion, and empowerment.

I’m looking forward to the conversations we’ll have in August. Conversations that bridge sectors, challenge assumptions, and remind us that whether we’re helping someone change a health behaviour or make a purchasing decision, our integrity and compassion matter. Always.