Like any new item taught to a parrot you need to practice before they catch on. Target training is one of the easiest tricks to teach a bird. Not sure if you are using a clicker but when bird touches stick click/reward. I never used a clicker but instead said verbal "good boy" and reward. Wolf has a valid question on age of bird training. For main reason IMO is you dont want to withhold food from a young growing bird.
Assuming bird isnt young, the advice given should work. All due respect to Wolf I never had an issue targetting down, up, sideways etc with Oscar. He knew (knows) touch stick = reward so he would go anywhere I put stick. Targetting is an essential trick to teach IMO. It leads up to flight training, desensitization to new objects, aids in teaching other tricks etc.
Once bird is motivated and realizes "touch stick = reward" you should be good. Start off with stick not too far away and have bird walk to touch. At first it is ok to touch beak and reward but only so bird gets idea or else bird wont move for stick and expect stick to touch him for reward. As bird realizes moving to stick to get reward you can progressively move stick further and further away.
I think there is a section on here regarding target training.....should walk you through steps. Maybe on Michael's blog. But info given is pretty much all you need.
Hope this helps,
Wayne




