That's why you try to send people to "prestigious" events. Like the Super J Cup, the Super 8 tournament, the King of the Deathmatch tournaments. That way, if they lose you can blame it on the fact that the talent they fought is considered the best in the world, US, etc.
Otherwise, continue a feud by having other TNA workers show up. I.E.-Petey Williams costs AJ a match, etc....