ORCHARD PARK, N.Y. – Not many Bills fans would have bet that new coach Sean McDermott might be talking to his team about handling winning a quarter of the way into his first season.

But here he is.

A day after Buffalo beat the NFC’s Super Bowl representative and one of the National Football League’s two undefeated teams … on the road, that’s exactly what he was doing.

The Bills, who held off the Falcons, 23-17, Sunday afternoon in Atlanta, are now 3-1 and alone atop the AFC East.

“How do you handle winning?” he said re-asking the question.  “You go back and  focus on the grind, the process of what got us to winning in the first place. That’s what winners do, that’s what teams that are used to winning do. We talk about it’s  90 percent process, 10 percent result. That’s where I expect us to be.

“To focus on that process, focus on the Cincinnati Bengals (next Sunday’s opponent), learn from the film that the guys are watching, celebrate the good and the things that are up to the standard of performance that we’re looking for. The things that aren’t, we better get them corrected fast.”

McDermott added, “I believe it’s a big challenge for (us) to keep things in perspective. If we’re going to get addicted to anything, let’s get addicted to the process of what leads to winning.”

He was also reminded that the last two times the Bills started 3-1, they finished 7-9 and 6-10.

“This is a different team, No. 1,” McDermott said. “That said, we can learn a lot of lessons from those guys that were here when they went through that. Things happen in a hurry in this league, and we have to stay hungry, we have to stay humble, and that’s what I’m looking for.

“I think our team loves the challenge. They embrace that role, and really when you look at high-achievers, (they) embrace that challenge on a day-to-day basis.”

He concluded, “We have to understand who we are. That’s where, you have to be honest with yourselves, to know who you really are right now. We’re not where we need to be, and anyone who thinks we are, in this building at least, is only fooling themselves. I’d like to believe that I’m honest with myself when I look at our football team, and I see a team that has to continue to improve.”

Meanwhile, amidst all of the euphoria over the Bills’ impressive start, there are two reasons for concern, both related.

The main one is a failure to heavily involve the wide receivers in the passing offense and peripherally the slow start by second-round draft choice Zay Jones, a wideout who was supposed to upgrade a unit that had lost its top four most productive players after last season.

The overall numbers are compelling or concerning … choose your adjective.

Through four games, Bills quarterback Tyrod Taylor has targeted tight ends or running backs — mostly Charles Clay and LeSean McCoy — 56 times and completed 44.

Clearly, those two positions tend to run shorter routes and are usually covered by linebackers, making it easier to get open.

Still, the contrast to wide receivers is dramatic. In four games, Taylor has targeted wide receivers 42 times and completed only 21.

Veteran Jordan Matthews, acquired in the trade that sent cornerback Ronald Darby to the Eagles, has been the most productive with 10 catches in 13 targets while Andre Holmes has six receptions while targeted eight times. Recently-acquired free agent Kaelin Clay has been thrown four balls with only one catch.

Then there’s Jones.

The 6-foot-2, 200-pound rookie caught 399 passes in four years at East Carolina, made two All-America teams, and his reputation as an inordinately-skilled receiver was why Buffalo took him with the 37th overall pick.

But, through four games, the son — his real name is Isaiah — of former Dallas Cowboys linebacker Robert Jones has been a disappointment. He’s been targeted more (17 times) than any Bills wideout, but has only four catches for an abysmal 23.5 percent completion rate.

What’s certain is that Buffalo’s wide receivers have to step up their contributions, lest opposing defenses continue their success at slowing the ground game even more than in two of the first four games.

And Jones’ responsibility has only grown as Matthews injured his thumb against the Falcons and will need surgery, leaving the date of his return in doubt.

“I thought Zay did some really good things in the game,”  McDermott maintained of the effort against Atlanta. “Zay has to do his job, just like the rest of us have to do our 1/11th. The young man works extremely hard, and he’s going through what normal rookies go through that are expected to come in and play right away.

“He’s earned that role and he’s only going to get better. Our football team looks to get better every week, so do our individual players, and Zay is no different.”

But for Jones, that needs to happen sooner rather than later.

(Chuck Pollock, a Times Herald sports columnist, can be reached at cpollock@oleantimesherald.com)