Story 9: Why are targets not achieved?
In Banking Sectors
This article has no relation to any person or special person. The only purpose of this article is to reveal some hidden truths to people, which are not visible even after being right in front of us. All the things in this article are based on my personal experiences, and I wanted to share them with you. It is possible that you may not like some of my opinions, so forgive me for that. My purpose is not to praise or criticize anyone. This article, “Why are targets not achieved,” can be applied to any organization; simply replace the word ‘Bank’ with the name of your organization.
The Big Picture: We’re All Part of the Same Machine
We are all employees of a very great and huge bank. Everyone runs the bank branch together. The biggest responsibility lies with the branch head. As everyone knows, there are many meetings at the Circle Office / Zonal Office or Head Office where targets are given to the branches, or the given targets are reviewed. What is the reason why are targets not achieved, even after extensive planning and consideration at the controlling offices?” Once they are assigned, whether through the phone or in any other way, why are people not able to get that?
The gist is that the bank wants to grow, meet and talk to people, increase deposits, offer as many secured loans as possible, and reduce NPA. Many people might think, “These are the same things we hear repeatedly, the same things are discussed in every meeting.”
So why is it that only 20 to 25 percent of employees are able to achieve their targets, and many are not? Why are targets not achieved, and why, only a few for whom everyone applauds; why are only a few people seen at the top? If you really want to know why this happens to some people and why it does not happen to many. If you really want to know how targets are achieved, then this article is for you.
The Truth About Goals
There are many reasons for this, some of which I have tried to outline here. In reality, goals are set for any organization to move forward, and it is very important to achieve those goals. If any organization is unable to achieve its goal, then it lags behind, and no one cares about the one left behind. Targets exist to propel organizations forward. Falling short means falling behind—a fate no one cares about. Let’s dissect why so many miss the mark:
1. Perspective: The Daily Grind vs. Ownership
We are all employees and do our job according to a fixed schedule. Many people consider it a 10-to-5 daily wage job, while many use it to pass time, procrastinate, and come up with excuses. But some people do their job with honesty and sincerity, considering it their duty. Such people exist in every hierarchy, from class-D to officer level. A bank pays a salary to any employee for working, not for wasting time. Anyone who takes a salary without fulfilling their responsibilities betrays the organization. That organization expects them to contribute, but they fail to do so. In reality, branch management is a job, but the manager or branch head is the leader of that branch. They run the branch. The bank gives complete freedom to the appointed manager to run the branch according to the bank’s policies. The bank expects them to operate efficiently and generate profit. Loans should be high quality; deposits should be strong. But then, why do many people fail to achieve this? This is the main sensitive reason why are targets not achieved.
2. Environment: Teamwork Makes or Breaks a Branch
A branch is the fundamental unit for achieving the target, and a positive environment is crucial. The branch runs with collective efforts, like a team. That team must have unity and a family-like atmosphere. However, some managers think, “I am everything. The bank has made me a manager, so now I am the ultimate authority.” This mentality leads the branch to failure. If the branch works as a team, and the manager acts like a captain, valuing every team member equally, then the branch’s success is guaranteed.
During a conversation with a successful branch manager, he told me that a good manager is one who does not allow conflicts to escalate. He resolves issues immediately. A manager who amplifies minor issues and disrupts the branch is unsuccessful. Such a manager breaks the team spirit, creates stress, and discourages both employees and customers. Customers avoid such branches, knowing that their work will face unnecessary hurdles. They close their accounts, withdraw their deposits, and the branch’s loans turn into NPAs. Some managers even misuse their position, approving loans based on personal interests, even if those loans later turn into bad accounts. Lack of teamwork is the second reason why are targets not achieved.
3. Habits: Laziness and the Art of Excuses
It is true that we work and receive a salary for 30 days of employment, but do we really work efficiently for all 30 days? Maybe we are productive for 20 days, 10 days, a week, or just 5 days, but we still get paid for 30 days. This leads to the development of bad habits.
The worst habit an employee can have is laziness. When a challenging task arises, or we feel reluctant, we say, “I will do it tomorrow.” Or, “Okay, I will see you tomorrow,” or “I am not in the mood right now.” This procrastination dulls alertness. Eventually, it seeps into personal life as well.
Life presents golden opportunities or profitable investments, but habitual procrastinators miss out. This habit hinders progress in every aspect of life.
The second major habit is making excuses. Whenever we fail to complete a task, we quickly fabricate a strong excuse. We avoid accepting our own mistakes. We fear that acknowledging our errors will lead to embarrassment or ridicule. So we master the art of excuses.
For example:
- “Sir, this happened…”
- “Sir! That happened…”
- “Due to some reason, this work could not be completed…”
- “Sir, I was just one day late, otherwise that Axis Bank officer wouldn’t have given that big loan. I could have secured a 20-crore loan, but I was just a day late!”
- “I tried a lot, but…”
We keep coming up with such excuses.
In reality, these habits become ingrained in us, affecting both work and personal growth.
The day you admit, “Yes! This is my work. Yes! This is my mistake.”
That day, you develop ownership. Taking full responsibility for your work is true ownership.
If you work with honesty and effort, but still miss your target, publicly admitting responsibility has a magical effect. People respect honesty. Accepting mistakes is a sign of bravery; making excuses is for cowards. This is the most dangerous reason why are targets not achieved in any organisation.
4. Approach: Salesmanship vs. Ownership
The bank introduces new schemes to attract customers. There are two ways to implement them: one is the salesman’s approach, and the other is the owner’s approach.
A salesman forces schemes onto customers, whether they need them or not. In contrast, an employee with an ownership mindset understands customer needs first.
A banker with an ownership perspective asks questions, analyzes needs, and then offers a suitable scheme. Customers see its value and spread the word. Soon, more customers visit the branch, requesting the scheme. This is the difference between selling and consulting. A casual approach is the main reason why are targets not achieved
Solutions: How to Turn the Tide
First of all, we must be honest with ourselves and our goals. The first and most important step in achieving any target is to have a clear and visible written goal. This goal should be in front of you every day. It is not enough to simply write it in a diary and forget about it.
If you write it in a diary, make sure to look at it every day and remind yourself, “I have to achieve this target.” Believe me, only written goals have a real impact—what is not written fades away.
Now, to achieve this target, you need to create a structured plan, or you could say “programming. A bad programming leads to the reason why are targets not achieved. So, your plan should outline each step clearly—what comes first, then second, third, and so on until completion. You also need to prepare a list of necessary resources. For example, if your target involves customers, you should have a well-organized list of potential customers based on their needs. Break your target into 9 or 10 different parts.
Include responsible individuals in your plan and delegate tasks to them. Broadly speaking, distribute your target among the responsible team members. Immediately distance yourself from negative people. Take strict action against dishonest staff or customers who attempt to deceive the bank.
Consultation
Discuss your strategies with a successful person in a higher position. Take advice from everyone, but before implementing any suggestion, first analyze and validate it from a successful person in your profession. If you are not getting proper guidance from one senior, seek advice from another. Respect their time, meet them personally, and listen more than you speak. If possible, meet them every 15 days; if not, at least once a month. Taking advice from the wrong person leads to the same reason why are targets not achieved.
Additionally, read a good motivational book on team management.
We must commit ourselves to achieving our goals with complete dedication and honesty. If we achieve our target, that’s excellent; if not, we repeat the process until we succeed. Because the key to success is:
“A simple and repetitive process, followed consistently.”
To achieve any goal, four things are essential:
Stability
Perseverance
Discipline
Focus
Follow these principles repeatedly and consistently, and success will be yours.
Achieving targets isn’t magic—it’s a simple, repetitive process done consistently. Whether you’re a clerk or manager, your mindset defines your branch’s fate. Drop the excuses, own your role, and lead with empathy. The rest will follow.
Take the example of Bank of America, one of the world’s largest financial institutions. Its success is not just due to its vast resources but also because of its strong leadership, teamwork, and goal-oriented strategies. Organizations that foster accountability and consistency in their approach, just like Bank of America, are the ones that achieve long-term success.
Read more story: The Precedent of Honesty: A Powerful True Story of 2022