Boss Paul Hurst described Shrewsbury's performance at Lincoln as "unacceptable" following a 3-0 loss at the LNER Stadium.
Salop have made big strides forward since Paul returned to the club as head coach in January.
But goals from Teddy Bishop, Reeco Hackett and Lasse Sorensen saw Lincoln secure a deserved win at Sincil Bank.
Speaking post-match, Hurst expressed his anger at the performance and apologised to the 218 Town fans who made the long trip.
And the boss also gave an injury update on Jack Hinchy - who was forced off late on after picking up a knock.
On the game:
"We were second best from start to finish.
"I feel sorry for the fans that travelled and I appreciate their support but I was amazed when they were clapping at the end in all honesty.
"That is the type of performance for me that is unacceptable. There are ways to lose a game of football - irrespective of scoreline - and that is not how to.
"The lads have been very good since we have come in but that is unacceptable and that message has been said loud and clear.
"A kind of tough night but I'm almost embarrassed. That is nowhere near what we have been about and nowhere near what I want us to be about.
"I have seen we have had six attempts at goal but I cannot really remember them in truth.
"I think TP (Taylor Perry) had a shot but that's about the only thing I can remember. Maybe my mind is playing tricks but I don't think that is too far from the truth."
On scoring early at Reading but conceding early at Lincoln:
"A corner where if VAR is involved it doesn't get given because it's a block - when you look at how Liverpool's goal was knocked off at the weekend (in the League Cup final against Chelsea).
"I'm not asking for that (VAR). My thing with that at the weekend, there would be hardly any goals from set plays because it's part of the game. It happens all of the time.
"I have more of an issue when the referee doesn't see Morgan Feeney's and Chey Dunkley's shirts being almost ripped off their back.
"But that wouldn't have made any difference to the scoreline tonight.
"For that first goal, we had a chance to clear it. We don't clear it and then we switch off. A player six yards out has the time to have a touch and then score. Again, that shouldn't happen."
On being without Marko Marosi, Mal Benning, Aaron Pierre:
"I don't want to use that as any kind of excuse. Could it have contributed? Possibly.
"But we talk about the importance of having a squad and players wanting opportunities.
"We had to change Aaron (Pierre) who started at the weekend and had been playing at centre-back.
"And then we lose Mal (Benning) and the keeper (Marko Marosi). So three of the back five.
"But that doesn't stop you from running around. It doesn't stop you from winning tackles.
"I lost count at the number of times we went in for tackles and came out second best - and in important areas where they end up running towards our goal.
"It summed it up at the end, right on the final whistle. Ryan Bowman tries to play Aiden O'Brien.
"And their lad comes straight through Aiden and takes the ball and the man. A desire.
"And yes, when you are 3-0 it might be a little bit easier. But they kept going until the end.
"It was a team that was hungry. A team that ran, really ran. And I didn't see that from us tonight.
"That is not what I think we have been about."
On Lincoln's second and third goals:
"We make a bad decision in the middle of the pitch.
"Another thing I wasn't happy with was the amount of times we played backwards tonight.
"There is keeping the ball but then there is trying to play into an area.
"I understand we didn't start great. But you can't then just whack it anywhere. But you can see the situation and maybe turn them around and try and ask a few questions of their backline.
"Then you can get yourselves into the game a little bit more.
"But that second goal, we got caught and then we don't recover anywhere near quick enough.
"The third one is luck, let's be honest. But I don't think the scoreline flatters Lincoln so it's irrelevant whether it was lucky or not."
On Jack Hinchy coming off injured late on:
"I think he's got a bit of a dead leg. It's a sore one, I don't know if it's around his knee area as well.
"He was trying to run it off but it was just at that point where it seemed pointless trying to get him through.
"We might as well have taken him off and hope it can settle down quickly.
"I've got something thinking to do ahead of the weekend I've got some decisions to make.
"I'm not sure where we will be at in terms of availability.
"But what I do know is, I know Blackpool have lost tonight, but I watched them against Bolton and they are what I consider a proper team.
"Maybe they should be in terms of where they have been in recent years, but if we are anything like that it will be more than 3-0."
