Shrewsbury manager Paul Simpson thought his side didn't display their best form as they lost the League Two play-off final 1-0 to Gillingham.
Simeon Jackson netted his 21st goal of the season in second-half stoppage-time to send the Gills to League One.
"I don't think there is ever a good time to concede a goal and to lose a game but yes it was cruel," Simpson told Sky Sports 1.
"I don't think over the 90 minutes we played to the level we are capable of and it's a massive disappointment on a stage like we have had today that we haven't performed.
"But we still have to be proud of the work we have done over the year, pleased that we have got ourselves to this day today.
"But this will take a long time for people to get over, our players our staff and our supporters but we have to move on and use the negative from this to make us stronger."
"Maybe over the 46 league games of the season Gillingham finished above us and you have to congratulate them and congratulate the other teams that have got promoted.
"We've got a big disappointment but there's many worse feelings in life than we have got here today and we have just got to deal with it better."
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