And Cole has revealed to the Newham Recorder: "The game plan was for me to stay as the longest person away from everybody and try to hit me on the diagonal or something, but we weren't even doing that, so that went out of the window and we didn't have a Plan B.
"In the first 10 minutes we had lost the game, psychologically anyway. That was diabolical. We didn't even turn up for this game.
"The first 10 minutes we dropped so deep. I can only remember one time when the ball came up to me and I kind of miscontrolled it, but we still retained possession, then I looked to my left and there was no-one attacking - there was nobody there at all.
"I think I had just one cross, apart from that I had nothing and as a striker, that's starvation, that's famine - what am I supposed to work on?"
Cole has admitted the players are suffering, and need to reverse their poor form sooner rather than later.
He added: "I'm deflated. I'm not happy and I hope something can happen as soon as possible because we need to change this asap. Everyone is deflated."