Martin Jol felt the pain of his opposite number Roberto Martinez after Wigan dominated proceedings at the DW Stadium but still slumped to a 2-0 defeat against Fulham.
It was an eighth successive defeat for the Latics, who now sit bottom of the Barclays Premier League table having failed to collect a single point in September or October. Fulham were also on a run of three straight losses and without an away win this season, but they put that right thanks to goals late in each half from Clint Dempsey and Moussa Dembele.
"It was totally different from the other games this season," said Jol. "Everybody felt we were in the wrong position (in the table), and Wigan have probably learned the same lesson that we have learned, that if you don't score then you don't get the points."
He added: "It was the same situation we had last week. They could have scored, then on the break we scored our goal. In the 89th minute we could have scored a winner twice, then Everton scored. That was an awful feeling and Wigan probably have the same feeling today."
It was a familiar story for Wigan boss Martinez, who knows he will need all his players to redouble their efforts if they are to put an end to their miserable run soon.
The Spaniard said: "I was delighted with the performance but it was a day when the result was very, very important because of the run of negative results that we've had. I felt we stopped Fulham from showing any sort of creativity, and they've got really creative players.
"You look at all the stats after the game and, from restricting Fulham to one corner, to maybe four shots, to lose 2-0 with the amount we created in the last third is disappointing.
"From a tactical and technical point of view, it will be difficult to explain the result, but I think it's quite clear emotionally and at the moment we're in, we don't have any momentum and we're getting heavily punished.
"It's not a moment to feel sorry for yourself or blame other people, it's a moment for everybody to improve individually an extra 5% and make sure we get the first win as soon as we can.
"With the effort they put in, the players don't deserve to be on this run of defeats."