Shrewsbury boss Paul Simpson says his players let the club down in their 4-0 defeat at Rochdale on Saturday.
"I don't care what level you play at, in a professional league or on a Sunday morning, you have to want to work hard," he told BBC Radio Shropshire.
"If you don't have that desire, you shouldn't be in the game, and perhaps some of ours won't be for long.
"That was a rubbish performance, and a group of players I've put my trust in really let me down."
Simpson conceded that Rochdale could have scored more than four but had the work ethic that his own side lacked.
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"Rochdale are a good side and deserve to be top of the table - but they worked harder than us and simply tore us apart," he said.
The result leaves Shrewsbury 10th in League Two - three points off the final play-off place.
"We need to improve - and we need to improve quickly," Simpson added.
Town play Macclesfield at home and then face tough trips to Bradford and Chesterfield over the festive period.
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