Here is a really neat video that explains target training.
In my experience with my birds, if they aren't doing a "trick" it is because they don't understand what I am asking, usually because I haven't broken it down into small enough steps.
Both my birds learned recall without target training though. We used simple bribery, holding a treat out to get them to jump/fly to the hand and then adding a cue. They had both previously learned to step up for a treat, so flying to the treat wasn't much different from that to them.