Sam Macbeth
Founder, Cawdor Consulting
MBA | ILM Level 5 Coach
Certified Emotional Intelligence Practitioner
Certified Cialdini Professional – Ethical Influence
With more than 20 years’ experience in negotiation development, Sam brings through Cawdor Consulting a rare balance of commercial pragmatism, behavioural insight and coaching expertise.
He has trained more than 10,000 people and worked with professionals from global organisations including Meta, Google, Amazon, Cisco and SAP.
“Sam has become a synonym for negotiation.”
Technology company
Sales Director
“No one’s guidance has delivered more commercial value for me.”
Manufacturing company
Finance Director
“Sam’s thinking reshaped how we approach our goals.”
Energy company
CEO
“A rare combination of commercial rigour and human judgement.”
Professional Services company
Business Development Director
“Sam has become a synonym for negotiation.”
Technology company
Sales Director
“No one’s guidance has delivered more commercial value for me.”
Manufacturing company
Finance Director
“Sam’s thinking reshaped how we approach our goals.”
Energy company
CEO
“A rare combination of commercial rigour and human judgement.”
Professional Services company
Business Development Director
“Sam has become a synonym for negotiation.”
Technology company
Sales Director
“No one’s guidance has delivered more commercial value for me.”
Manufacturing company
Finance Director
“Sam’s thinking reshaped how we approach our goals.”
Energy company
CEO
“A rare combination of commercial rigour and human judgement.”
Professional Services company
Business Development Director
Sam’s approach combines behavioural science with field-tested commercial expertise to make negotiation skills practical, measurable and sustainable.
He holds an MBA, is an ILM Level 5 qualified coach and a certified Emotional Intelligence practitioner - bringing together commercial, behavioural and coaching perspectives on negotiation.
Sam founded Cawdor Consulting to make that expertise available beyond the classroom, combining human experience with AI precision through the Cawdor Companion.
Ideal for:
Technology
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Finance
Energy
Professional Services
Manufacturing
Cawdor Consulting is a UK-based provider supporting organisations across the UK and internationally
