Tim Talks: Behavioral Health
Tim Talks: Behavioral Health is a fast-paced podcast featuring candid, 10-minute conversations with leaders across the behavioral health field.
Hosted by Timothy Zercher, CEO of A-Train Marketing, each episode dives into what’s actually working in marketing, practice growth, and leadership — with a sharp focus on ethics, sustainability, and smart strategy.
Designed for behavioral health providers, practice owners, and executive leaders, Tim Talks delivers real insight from real operators shaping the future of care.
Short talks. Big insights. Smarter growth.
New episodes weekly.
Tim Talks: Behavioral Health
Leading with Listening: Cassandra Bailey, BCBA & Founder of Grace ABA
In this episode of Tim Talks: Behavioral Health, host Timothy Zercher sits down with Cassandra Bailey, BCBA and Founder of Grace ABA. With more than 15 years of experience leading clinical teams of over 100 providers, Cassandra shares the leadership principle that has transformed the way she supports her teams - active listening.
Cassandra also opens up about her personal journey into ABA, how her niece’s diagnosis inspired the creation of Grace ABA, and why transparency is critical for both staffing and client relationships. From navigating staffing shortages to building trust with families often turned away by larger agencies, Cassandra offers an honest look at what it takes to lead, grow, and serve with integrity.
If you’re building a practice, leading a team, or simply looking for fresh insight into what ethical growth looks like in ABA, this episode is packed with wisdom you won’t want to miss.
00:00 – Opening & Welcome
Tim introduces Cassandra and sets the stage for the conversation.
00:04 – What is one leadership principle that shapes how you support your teams now?
Cassandra shares how practicing active listening transformed her leadership approach.
01:18 – What drew you into the behavioral health field?
Cassandra reflects on her college years, her original path as a writer, and the family experiences that shifted her focus to ABA.
02:26 – How did your niece’s diagnosis inspire Grace ABA?
Cassandra explains how her niece’s Rett syndrome diagnosis fueled her mission to serve families often turned away by larger agencies.
05:16 – What’s been the hardest part of growing your team so far?
She discusses staffing shortages, training challenges, and why finding the right fit is her biggest hurdle.
06:06 – How does your team go about gaining new clients in such a competitive space?
Cassandra explains why client acquisition has been organic and why staffing, not clients, is the true bottleneck.
09:05 – Why is transparency so important in staffing and client relationships?
She highlights misleading practices in the industry (like “no wait list” advertising) and how they create distrust with families.
09:51 – What marketing tactic are you keeping an eye on for the future?
Cassandra shares her plan to build relationships with pediatricians and expand sustainably without compromising quality.
12:01 – Closing Thoughts
Tim wraps up with gratitude for Cassandra’s insights and the mission of Grace ABA.
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