Cardiff City manager Russell Slade says West Brom must improve their bid for goalkeeper David Marshall after their first offer was rejected.
Slade wants to sign players before the transfer window shuts, but admits he must sell before he can do so.
Marshall's exit could pave the way for more signings, but Slade says Cardiff will not allow him to go cheaply.
"The numbers have to be right if we are to lose what is a quality goalkeeper," said Slade.
"We'd all like him to stay and it would be a financial issue, and if the monies were right then obviously the club would have to consider."
|BBC Wales Sport football correspondent Rob Phillips:|
|"Even with the support of owner Vincent Tan, the affable Slade is in one of the most pressurised jobs in the Championship. The way Cardiff cope with a tough looking opening group of fixtures may give us a decent indication of how much that pressure will build."|
|Read more on Cardiff's prospects this season|
Marshall, 30, is under contract until the end of the 2017-18 season, having signed a long-term deal with the Bluebirds in February 2014.
That was during the Scotland international's impressive campaign in the Premier League, which prompted interest from several clubs.
Cardiff were relegated at the end of the 2013-14 season and made Marshall captain as they ended the last campaign in 11th place in the Championship.
The former Celtic and Norwich keeper will be suspended for the first three games of the new term after he was sent off against Nottingham Forest on the final day of last season.
Although Marshall is an important first-team figure, Slade admits he might have to sell him in order to sign any new players before the end of the transfer window on 1 September.
"That would probably be the case," added the former Leyton Orient manager.
"Of course you have to balance the books, don't you? At the end of the day it's about finances.
"It does not necessarily mean we can't do any signings right now. It does not mean that.
"But, obviously, if you were to target someone of a certain value we would have to look at that seriously in terms of the numbers.
"If we don't have that finance available then we would not be in a position to move on that despite finding someone we think might be suitable."
West Brom goalkeeper Ben Foster is set to miss the start of the 2015-16 Premier League season with a knee injury.
The Baggies completed the signing of England international striker Ricky Lambert from Liverpool last week, which came two days after Wales international defender James Chester agreed to join from Hull City.
West Brom manager Tony Pulis says he still wants to sign Marshall.
"He's a good goalkeeper and a keeper we want to bring in to the club," he said.
"You'll have to speak with Richard [West Brom sporting and technical director Richard Garlick] and the money men about where that's at at the moment."