Technical director Luke Dowling: West Brom shouldn't be afraid to sell

Dowling, who arrived from Nottingham Forest as sporting and technical director three weeks ago, believes the Baggies should back themselves to unearth suitable replacements.

However, in his first interview with the press since his arrival at The Hawthorns, he confirmed the main message to Albion's squad this January will be to stick with a winning team and see out the season.

"If a bid comes in and it's right, sell," said Dowling. "Don't be scared to do that and have confidence as a club that you can replace that person.

"From the outside looking in the (Nacer) Chadli situation was typical West Brom of a few years ago, brilliant.

"Take the money, the squad's perfect, you don't need to go and spend it straight away.

"A lot of clubs have got the money and panic, and they go and buy within 24 hours of the window shutting and we all know you're not buying perhaps exactly what you want.

"Don't get me wrong, you do sign players on the last day for many reasons, negotiations might have taken that long, the club you're buying off are waiting for their player to come in.

"But technically if you're selling a player with two days to go and buying one with one to go you've got money burning a hole in your pocket."

Chadli was off-loaded to Monaco for £10milllion in summer because he did not want to be reintegrated into the squad in the Championship.

But the Baggies held on to Craig Dawson, Jay Rodriguez and others in the face of interest from Premier League clubs.

Dowling is expecting more offers for Albion's best players in January.

"If we don't get a bid for any of our players in January we're doing something wrong or not where we should be because we've got Premier League players in the Championship," he said.

"We fully expect bids for our players in January, that's life. What we will do in January is what we did in summer.

"If it's not right, they'll stay. If a player does leave it's because the club feels it right for them to go.

"As a club we're not scared about receiving bids – it means we've got good players and other teams want them which is a good thing."

However, the former Watford director believes Albion's promising season will help convince them to stay.

"The players are enjoying their football here," said Dowling. "There’s a lot to be said about winning games. Supporters enjoy it, but the players do as well.

"So Jay Rodriguez, Craig Dawson, Jake Livermore, whoever it is, they know they’re in a good place, playing in a good side, and more importantly they’re playing at a good club.

"That will be the message. Winning games makes it more enjoyable coming into work on a Monday morning .They know that anyway.

"They're not stupid these players, some of them have played in struggling teams, they appreciate the upside of it now.

"They're playing in one of the best, if not the best, team in the league. It's a different pressure now to go and win games, and it's one they're really enjoying.

"I don't think we need to spell it out to them. If you're a footballer, being looked after very well financially, and winning games, what more do you want?"