In any organisation, setting goals and objectives is crucial for progress and success. However, even with the best-laid plans and the most motivated team, there are times when individuals may struggle to meet their targets. When team members consistently fall short of expectations, it can be frustrating for both the individual and the team as a whole. As a leader, it’s essential to address these situations quickly and constructively. In my experience, however, we are not very good at setting meaningful goals and objectives that are results-oriented. Rather, the goals we set quantify activities that we need individuals to complete. For example, we all know about SMART goals. I’ve seen leaders build a SMART goal similar to the following – complete an Excel course by the end of the 1st quarter. It’s specific, measurable, it’s achievable, it’s likely relevant, and it’s timed. But what is the result we get by taking that Excel course, that’s what’s missing. Below we’ll go through some strategies to help you navigate the challenges of individuals not meeting your expectations. Before we do that though, let’s discuss how to write better goals.
Writing better goals
When we consider the human element of performance, we consider that it is often not enough to know just what to do. It is also important to know “how”, “why”, and “how well or how often”, in order for people to bring their best ideas and contributions to the work they do.
Without clearly defined performance goals, we can’t determine if it is the person or process that must change. As leaders, we need to create clear, specific performance expectations that support the organisation’s vision and overall objectives.
This process begins by determining what the key result areas (KRA’s) need to be achieved for an individual to be seen as successful in their role. If we take a sales role as an example, some key result areas might be new business development, add-on or cross-selling, customer service, lead generation, new clients, or repeat business.
Now we need to write the goal. There are a few things we need to consider when writing the goal – Is it SMART (yes, this still matters)? Is it within the control or domain of the individual? Are you measuring results or simply quantifying activities? Are you expecting perfection? And finally, is there any chance of misunderstanding?
Here’s an example of a strongly written performance goal:
Increase quarterly sales revenue by 15% by targeting new customer segments and improving conversion rates. It’s SMART, we can assume it’s within their control, it’s results-driven, it does not require perfection, and it is clear. Notice that there will be key activities required to achieve this goal which is where we can focus on things like – call activity, social media spots, etc.
Once we’ve set clear goals I wish I could tell you it guarantees success. The reality is it does not, so if you’re still not getting what you want from your team you can follow the process below to manage them.
Assess the situation
Before taking any action, it’s vital to understand the reasons behind a team member’s failure to meet their goals. Is it due to a lack of skills or resources? Are there external factors impacting their performance? Or is it a lack of motivation or commitment? Schedule a one-on-one meeting with the team member to discuss their challenges openly and empathetically. Listen actively to their perspective and seek to understand their obstacles without jumping to conclusions.
Provide clear expectations
Sometimes, team members may struggle because they are unclear about what is expected of them. As a leader, it’s your responsibility to ensure that goals and objectives are well-defined and communicated effectively. Take the time to clarify expectations, breaking down larger goals into manageable tasks with specific deadlines. Providing a roadmap for success can help team members focus their efforts and prioritise their work effectively. If we’ve written the goal well using the method above, we can make this a coaching conversation. “Do you remember when we sat and built this goal?” “Would you agree we’ve spoken about this over our past several 1:1 sessions?” “What’s getting in your way from achieving your goal?” Etc.
Offer support and resources
It’s essential to equip your team members with the tools and resources they need to succeed. Identify any gaps in skills or knowledge and provide training or mentorship opportunities to address them. Additionally, ensure that team members have access to the necessary technology, information, and support systems to perform their jobs effectively. By demonstrating your commitment to their success, you can motivate team members to overcome challenges and reach their goals.
Encourage accountability
Accountability is essential for maintaining high performance within a team. Clearly define roles and responsibilities, ensuring that each team member understands their contribution to the overall objectives. Encourage team members to set their own goals and hold themselves accountable for their progress. Regular check-ins and progress reviews can help keep everyone on track and identify any issues before they escalate.
Foster a culture of feedback
Feedback is a powerful tool for growth and improvement. Encourage open and honest communication within your team, where feedback is given and received constructively. Provide regular feedback to team members on their performance, highlighting both areas of strength and areas for improvement. Similarly, create opportunities for team members to provide feedback to each other, fostering a culture of continuous learning and development.
Explore motivational factors
Understanding what motivates each team member is key to unlocking their full potential. Take the time to get to know your team members individually and learn what drives them to succeed. Whether it’s recognition, autonomy, or opportunities for growth, tailor your approach to align with their motivational factors. By tapping into their intrinsic motivation, you can inspire greater commitment and effort towards achieving goals.
Address underlying issues
In some cases, a team member’s failure to meet goals may be symptomatic of deeper issues within the team or organisation. Take a holistic approach to problem-solving, examining factors such as team dynamics, organisational culture, and external pressures. Address any systemic issues that may be hindering performance, such as unclear processes, inadequate resources, or unrealistic expectations. By addressing root causes, you can create an environment where team members can thrive and succeed.
Provide opportunities for growth
Finally, view challenges as opportunities for growth and development, both for the individual and the team as a whole. Encourage team members to embrace setbacks as learning experiences and identify areas for improvement. Offer opportunities for skill-building, professional development, and career advancement, empowering team members to continuously strive for excellence. By investing in their growth and development, you can cultivate a team of high performers who are capable of overcoming any obstacle.
In conclusion, dealing with team members who aren’t meeting their goals and objectives can be a challenging aspect of leadership. However, by approaching the situation with empathy, clarity, and proactive support, you can help your team members overcome obstacles and achieve success. By fostering a culture of accountability, feedback, and continuous improvement, you can empower your team to reach new heights of performance and excellence. Remember, leadership is not about fixing problems but about empowering people to unlock their full potential.
