Lee Bradbury was left ruing missed chances after the Hawks were forced to settle for a 1-1 draw with Hendon on the 3G surface at the Silver Jubilee Stadium.
Matt Paterson gave the visitors the perfect start with a goal after only four minutes of the Ryman League premier division clash.
The Hawks remained in control but squandered a number of good chances to extend their grip on the game.
Eventually they were made to pay when Hendon equalised in the 79th minute with their only shot on target.
Bradbury’s side have now gone three league games without a win.
The Hawks manager said: ‘If we are serious about getting promoted, these are the games we should be winning.
‘Most of the points we have dropped this season have been against teams at the bottom end of the league.
‘Players have to be determined to get the best out of themselves and others every game.
‘It shouldn’t matter where our opponents are in the table.
‘They have to be prepared to try to do the right things all the time and anything less is unacceptable.
‘The players worked hard in the game but once again we were not ruthless enough in front of goal.
‘We should have come away scoring at least four goals and with all three points.’
The Hawks couldn’t have wished for a better start with Paterson knocking in the rebound after goalkeeper Billy Collings pulled off a double save.
The visitors dominated the rest of the first half but Brian Stock, Paterson and Jason Prior all failed to increase their advantage.
The Hawks lost Ed Harris after half an hour following a clash of heads with team-mate Lee Molyneaux.
The centre-back was left with a huge swelling on his forehead and had to be replaced by Andy Robinson.
Against the strong wind in the second half, the Hawks found it much more difficult.
Even so they rarely looked like surrendering their lead until 11 minutes from the end.
Hendon were allowed to work a short corner and the ball was tapped in from two yards by Arthur Lee at the far post.
‘It is crucial we stop conceding poor goals,’ added Bradbury.
‘We switched off and were punished for it.
‘It wasn’t even a good ball in but it found its way through a crowd of players for an easy tap-in.
‘Although we have picked up a point away from home, it felt very much like a loss at the end.
The result ensured the Hawks remained in fourth place – two points adrift of leaders Bognor Regis.
However, they have a game in hand on the Rocks.
‘We have got to pick it up a bit and start winning more games,’ said Bradbury.