Ally Robertson: West Brom must match Premier League rivals

In my opinion, we still need three – with a new centre-back, a new central midfielder and a striker the priority, writes Ally Robertson.

But while, like all supporters, I’m keen for the deals to get done as soon as possible – I do think there may be better value the closer we get to deadline day.

We have already seen some staggering transfer fees paid this summer with Manchester City splashing out £50million on Kyle Walker the prime example.

But these fees shouldn’t come as a shock. More and more money is coming into the game so transfer fees and wages are only going to rise.

The big question is can Albion afford to compete? We are never going to start spending £40million or £50million on one player.

But we do have to match what our rivals in the Premier League are willing to pay – teams who expect to be competing between eighth and 12th in the division with no fear of relegation.

Reports this week have suggested Albion will have to up an offer that’s worth around £21million to land Middlesbrough’s Ben Gibson.

If we’re looking at it objectively, is the player really worth that amount of money? I’m not sure he is.

We’ve also seen the club fail in their attempt to land Kieran Gibbs with Arsenal wanting more than the £10million offered. How much we are willing to pay has always been our downfall as a club. But we have to remember our crowds average around 28,000.

We like to compete with the big boys, but when it comes to attendances we are not in the big category.

For that reason we have to be smarter. There are a lot of good players out there who will want a move this window.

But at this moment in time, clubs can take their time and stick to their asking price.

That will change closer to the deadline as squads get more inflated and the players themselves become more frustrated.

One player Albion have been linked with is Tottenham’s Moussa Sissoko and he is someone who may even become available on loan the closer it gets to September.

If he isn’t going to play at Spurs he will want game time and it’s unlikely a team will match the £30million Mauricio Pochettino paid for him last year.

That would allow Albion to pounce and sign a player with a point to prove.

To land him though, the club has to be willing to pay his wages. And for me that is where we have to show our ambition and desire to compete.

Not paying excessive transfer fees is one thing.

But we have to be continually upping our game when it comes to wages to ensure we remain successful.