Queens Park Rangers striker Charlie Austin will remain at Loftus Road until the club's £15m valuation is met, says director of football Les Ferdinand.
Austin, 26, scored 18 goals as the west London club were relegated from the Premier League last season.
"If someone meets the valuation, it is down to Charlie to whether he wants to leave the club," Ferdinand said.
"When you look at what Christian Benteke went for, I don't think we're pricing him out the market."
Belgium international Benteke joined Liverpool for £32.5m from Aston Villa this summer and Ferdinand argues QPR's asking price for Austin is "just a true valuation".
Ex-England striker Ferdinand says the Championship side have only received "two firm bids" for former Swindon and Burnley forward Austin this summer.
"I wouldn't say they've been turned down - we spoke to the clubs but they have not met our valuation," Ferdinand told BBC London 94.9.
The R's rejected a £12m bid from Leicester City last month, while West Ham are now interested in the player, according to the Evening Standard.
Austin is out of contract at QPR at the end of the season but Ferdinand remains hopeful of keeping him at the club.
"It is not a foregone conclusion that he will go," he added. "The rumours won't stop until the transfer window closes."