Coach doesn't want his team to keep being "bridesmaids".
The Qantas Australian Men's Sevens team has finished fourth at the 41st Hong Kong Sevens.
Australia beat England (14-5) in the Cup quarter finals before being outplayed by Fiji (34-5) in the semis. A nail-biting loss to South Africa (14-12) meant Andy Friend's side took 15 points from the weekend.
In reaching the last four, it marked the first time Australia had reached four consecutive Cup semi-finals since 2001.
"We had a solid performance against England, which makes our performance against Fiji hurt even more," Qantas Australian Men's Sevens head coach Andy Friend said. "I don't think we missed a tackle all game against England, but we missed seven tackles in something like the first minute against Fiji. That's not good enough.
"I've told the boys I can't question their character, but we also need to improve our execution under fatigue."
Friend added: "In my opinion, we have different players that suit different teams. Each game is slightly different. While we can take positives from the weekend - fourth spot shouldn't be taken lightly - we don't want to keep being the bridesmaids."
Australia qualified for the Cup semi-final after a hard-fought win over England. In a tight tussle on a heavy ground following a huge downpour, chances were at a premium. Cameron Clark gave Australia the lead when he ducked over to score, before Stephan Van Der Walt added a second score midway through the second period.
Astonishing defense from the Australians - with Boyd Killingworth to the fore - kept England at bay and the only score they could muster was a try after the fulltime siren through Dan Norton.
In the Cup semi-final, Fiji blew the Australians away with three tries in the opening seven minutes without reply. Semi Kunatani, Jasa Veremalua and Jerry Tuwai all scored to give the Aussies a huge mountain to climb.
James Stannard gave Australia a glimmer of hope when he crossed the whitewash after a quick tap penalty, but the islanders had the final say with further tries to Osea Kolinisau and Kitione Taliga.
South Africa had the Australians on the back foot from the outset in the third-place play-off. Cecil Afrika and Siviwe Soyizwapi both scored tries in the opening exchanges, only for Sam Myers to bring Australia back into the contest when he was fed by Stannard on the left.
Killingworth powered over a minute into the second half to bring Australia within two points, and the remaining six minutes saw the game ebb and flow. Australia was handed a tough penalty opportunity to win the game, but Stannard could only push his kick narrowly wide to give South Africa a hard-earned win.
Elsewhere at a sold-out 40,000-Hong Kong Stadium, series leaders Fiji defeated New Zealand (21-7) in the Cup final, while England won the Plate after downing the USA (19-0) to finish fifth.
The 15-point haul from Hong Kong sees Andy Friend's side cement fourth spot in the Sevens World Series standings, 17 points behind third-placed South Africa and ahead of the USA in fifth by the same margin.
With just three rounds of the season remaining, the 2015-16 HSBC Sevens World Series heads to Singapore next weekend (16-17 April) for the first time since 2006.
Qantas Australian Men's Sevens results in Hong Kong, 8-10 April:
Australia 28-0 Argentina, Pool C
Australia 45-7 Portugal, Pool C
Australia 7-22 USA, Pool C
Australia 14-5 England, Cup Quarter-Final
Australia 5-34 Fiji, Cup Semi-Final
Australia 12-14 South Africa, Third Place Play-Off
Final placings for the Hong Kong Sevens (Top 6): 1. Fiji (22 World Series points), 2. New Zealand (19 points), 3. South Africa (17 points), 4. Australia (15 points), 5. England (13 points), 6. USA (12 points)
Current 2015-16 HSBC World Series standings (Top 6 - after seven rounds): 1. Fiji (128 World Series points), 2. New Zealand (123 points), 3. South Africa (122 points), 4. Australia (105 points), 5. USA (88 points), 6. Argentina (77 points)