Southampton chairman Ralph Krueger says he wants the club to keep its summer transfer business out of the public domain.
Krueger is keen to avoid a repeat of last summer, which featured constant speculation about their players.
Southampton have already rejected a £10m bid for defender Nathaniel Clyne from Liverpool despite the 24-year-old having a year left on his contract.
"We just aren't a gossip club. We don't play games," said Krueger.
"We're very open in our communication and in our style. There's no need to play this out on the public stage.
"What's best for the club is to do our business professionally, do it openly and if clubs don't match and players don't match our expectations and our principles, we move on."
Saints sold five first-team regulars last summer - Dejan Lovren, Adam Lallana and Rickie Lambert all joined Liverpool, while young defenders Luke Shaw and Calum Chambers moved to Manchester United and Arsenal respectively.
In an interview with BBC South Today, Krueger also spoke of the exciting challenge ahead of Ronald Koeman's squad next season following Europa League qualification.
"It represents growth on every single scale," he added. "When you take on international competition as an athlete and as a club, there's growth involved in that.
"You're challenged outside of your normal comfortable environment. There's a lot of surprises on and off the pitch that you need to deal with to be successful.
"It's a wonderful opportunity coming at the perfect time."
Southampton's last European qualification came in 2003 when they lost 2-1 on aggregate to Romanian side Steaua Bucharest in the first round of the Uefa Cup.