Lee Bradbury refused to pull any punches after the Hawks suffered a crushing 5-0 defeat against Bath City at Twerton Park on Saturday.
The Hawks manager felt totally let down by his players in the National League South fixture.
He accused them of throwing in the towel against the league leaders as Dave Pratt and Andy Watkins both scored twice before Frankie Artus capped a rampant display from Bath.
It was a passionless, pedestrian and pride-denting performance by the Hawks, which left the manager seething.
And Bradbury is demanding a huge reaction from them today when they entertain Eastbourne Borough at Westleigh Park (3pm).
‘We went through the motions and were nowhere near good enough,’ said the Hawks boss.
‘It was obvious we failed to roll our sleeves up and Bath wanted it a lot more than us.
‘Bath won more second balls than us and it was worrying watching for me.
‘I want my players to give it everything week in, and week out.
‘But we didn’t do that on Saturday and there’s no excuse.
‘The most worrying thing for me, though, was the way their front two ran us ragged all afternoon.
‘I want my team to reflect me as a person and when I was a player – and that is to be hard-working.
‘If you are going to get beat, at least give it a go but we didn’t do that at Bath.’
The Twerton Park rout began in the 12th minute.
The Hawks failed to clear a corner and after Pratt had his first attempt saved at point-blank range by Ryan Young, the Bath City man was allowed a second effort and made no mistake.
On 29 minutes, Andy Gallinagh nutmegged full-back Dan Blanchett and crossed for Andy Watkins to steer the ball home and double the home side’s advantage.
The visitors were all at sea at the back as the hosts poured through the midfield to sustain the pressure.
A slight improvement at the start of the second half offered brief hope for the Hawks.
But Bath soon nipped any hopes of a fightback in the bud on 65 minutes with a third goal.
Again the defending was shambolic as three Hawks players failed to get in a tackle before Pratt cut inside and beat Young at his near post.
Watkins then added his own second eight minutes later.
And Artus completed the rout on 80 minutes as he made the most of the Hawks’ leaky rearguard.
‘The most disappointing thing for me is we threw the towel in at 3-0,’ said Bradbury.
‘We didn’t have enough pride about us to dig in and try to get back into the game.
‘It was damage limitation and the performance is hard for me to take.
‘I am a proud person and I want my team to be the same.
‘We have to dust ourselves off and put things right against Eastbourne but it is a shame we have to lose a game to get a reaction.
‘There is no doubt we have got quality individual footballers but that isn’t enough.
‘They have got to work harder, match the opposition in endeavour and avoid giving away poor goals.’
Hawks: Ryan Young, Strugnell, Blanchett, Stock, Dutton, Monthe, Swallow (Rod Young, 61mins), Donnelly, Paterson (Hayter, 79mins), Clifton (Morgan, 61mins), Ciardini. Att: 769