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Paul Goddard says there is no time for the players to feel sorry for themselves - and hopes they come out with all guns blazing against Leeds on Sunday.
"We all have to find something extra," he says, "and you can't have the second best record in the league with 40 points last season at home and be so atrociously bad this year."
Paul shares Glenn Roeder's anger about the situation and says:
"That point was reached a while back to be honest and everyone is fully aware that we have got to get out of this.
"Everybody who knows us and knows what goes on on the training ground knows we are working hard; you are looking for a magic formula and it is not there at the moment.
"We have got a number of players that are off form and a number of key players injured.
"It is proving to be a vital factor and everyone needs to dig deep and look at themselves, including the staff and the players, to see what their contribution is.
"We don't seem to come out the blocks quick and sharp; we have tried to change pre-match preparations and it is not working.
"We seem to be waiting for a goal to come before we kick on - let's hope we have now reached a point where everyone is going to see the seriousness of the situation and act upon it.
"There is no time for being on the floor in this game; you have got to be up and dusted straight away; but I think it is valuable to analyse what went wrong and discuss it.
"The pressure is there constantly in this league but it has obviously built up with our home form being so poor; it is a pressure game and I hope the players thrive on that pressure - and get a performance from it.
"There is no getting away from it; we have to get our first win for the fans who are our lifeblood.
"To fail to score five times out of six is not acceptable and we need to create more opportunities - and take them."
Paul admits putting his finger on what has gone wrong is proving a tricky task.
"If you knew the answers and could put them down in stone you would be a multi-millionaire," he says.
"You work with the players as much as you can and try to maintain their confidence by talking to them and analysing what went wrong.
"You re-focus and hopefully the boys will be focused on Sunday - and raring to put in a performance with no fear in their game.
"How do I deal with it? By trying to analyse the actual game, look at the video, and try to ascertain where things have not gone right.
"I was sitting up until the early hours of the morning after Oldham again watching the video of the match.
"The next day I spend my time talking to the players trying to get my points over about what I think isn't right and listening to their views about how they saw the game."
Tomas Repka returns after suspension, but Fredi Kanoute remains on the injured list, of course.
"It is important we have as many players as possible to select from," says Paul, "but Fredi's loss is a big minus for us because he gives us a massive presence up front."
Not only is the pressure on West Ham, but it is also on Leeds, just three places above the Hammers and also knocked out of the Worthington Cup to lower league opposition midweek.
"Their ambition is Champions' League this year and they have the quality to get there so this is one of those real tough games with the pressure on," says Paul.
"It won't be a place for the faint-hearted and hopefully we can make it a scrap, a high tempo game, and we want to bring some quality to the game, especially to the final third - which is vital, as it is something that has been lacking.
"And we don't want to concede silly goals like the poor set piece on Wednesday - you shouldn't concede from set pieces, not when people get free headers.
"It just shows you that football is a pressure type of game; Terry Venables is obviously finding things a little bit tough there but they have got a lot of quality players and that will kick in at some time - but hopefully not this week.
"We want our quality players to play to their level and get the result that they are all desperate for.
"I am not going to comment on Leeds' position; all I know is, that the few times I have been with Terry in the England set-ups at under-21 level and things, he has shown himself to be a very accomplished coach and his knowledge of the game is second to none.
"Glenn knows him better than myself because he worked with him at club level, but I know he is a very good man, and I know the people at Leeds are very good, and with all those factors you know they have to kick in at some point."
Of the Oldham defeat, Paul says:
"It was a similar pattern to other games and that 42nd minute seems to be a dreaded minute for us.
"We conceded a sloppy goal from a corner and lamely battled on in the second half but we didn't show enough quality in the final third to create clear cut opportunities."
Tactics were changed with three at the back initially, and Paul says:
"We tweaked it to try and get the right players in the right positions to unlock the door and get some opportunities, but it didn't go too well.
"We had to revert and as soon as we did we looked far more comfortable, passed the ball better within that shape but again we didn't create really clear cut chances.
"We certainly need some more creativity, we need to be strong and determined in our defending, and we need to show a tad more adventurous spirit at the right times.
"We need to be front foot forward and make something happen; but we can't be suicidal and we must do it within a framework.
"We want to get the crowd behind us; we understand that they are hesitant at the moment and I am sure if we can force a few early saves and get a few tackles in - and possibly score an early goal - I am sure the crowd will rise and support the players."
Paul's task, as well as picking up the players, is to encourage Glenn Roeder in what can seem a lonely job when things aren't going well.
"Glenn picks himself up; like everyone he is disappointed with how things have gone and you can't hide the fact that he gets down," says Paul.
"But he has a strong resolve and after a few hours of his own company he picks himself up and he is bright and breezy again."