Brentford co director of football Rasmus Ankersen has insisted that the Bees will stand firm their £15million valuation for Scott Hogan.
West Ham have had several bids for the striker rejected and the 24-year-old was an unused substitute for the 2-1 loss to Newcastle.
“He has a very high market value. We have our valuation and we'll see if a club meets that,” Ankersen said.
“There's been offers and a player has to be mentally ready to play and give everything for the team. If the manager feels a player isn't quite ready, it's his right to leave a player on the bench.”
West Ham have been public in their interest, going against Brentford's quiet tack, and Ankersen leaves those issues to other clubs but believes their private way is the way to do business.
He added: “I don't know where information comes from. We just try and do it the way we think deals should be done. The rest is out of our control.”
Brentford are going to be active during the January window, whether Hogan goes or not, and Ankersen believes things are starting to pick up with deadline day just over two weeks away.
He explained: “It doesn't just depend on what happens with Scott. We're working on things.
“The window has been slow but it's starting to wake up. I'm pretty confident that we'll get there with a few new players.”
The Bees received an unexpected windfall after they drew Chelsea in the FA Cup fourth round and Ankersen believes that tie will assist in their aims.
He said: “It's not going to have a massive impact but everything helps. We're a small club that has to be smart in the way we do deals.
“We've got to look at players who can make a difference now but also have a resale potential for us.”