Brentford want at least £20m for striker Neal Maupay.
It follows reports that newly promoted Sheffield United are planning a £15m move for the 22-year-old, who scored 28 goals last season.
Aston Villa, managed by former Brentford boss Dean Smith and also recently promoted to the Premier League, have been linked with Maupay too.
But the Bees have noted that financially troubled Birmingham City sold striker Che Adams to Southampton for a reported £15m.
Brentford, on the other hand, do not need to sell so feel they can hold out for significantly more than that amount.
They have already banked sizeable transfer fees for several players in recent years, including the recent sale of goalkeeper Daniel Bentley to Bristol City and Chris Mepham’s January move to Bournemouth, so are in a position to play hardball.
There is also a belief that Maupay’s market value will increase further by the time the January transfer window opens if he stays at Brentford and continues his prolific form during the first half of the coming season.
The Frenchman was signed from St Etienne in 2017 and is under contract at Griffin Park until 2021.
Meanwhile, Brentford are set to complete the signing of David Raya – West London Sport revealed in May that the Blackburn goalkeeper was being targeted as a replacement for Bentley, who has since left.