Upon his rise to prominence some two years ago, West Brom's Saido Berahino was regarded as one of England's hottest prospects.
Now, after a tough six months with the Baggies which has seen him go from hero to villain, the time has come to cash in on the controversial striker before his transfer value plummits.
On transfer deadline day last summer, Berahino was the subject of several bids from Tottenham Hotspur, reportedly in the region of £22 million.
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The 22-year-old made clear his disappointment after his desired move to north London fell through on Twitter, claiming he would never play for West Brom chairman Jeremy Peace again.
He didn't follow through with his promise, of course, and soon returned to the side, yet Berahino still hasn't made ammends at the Hawthorns, especially with manager Tony Pulis.
Last season, the Englishman appeared in all 38 Premier League games, starting 32 of those; this campaign, however, he has appeared in only 18 games, ten of which from the bench.
Reports have surfaced in recent days suggesting West Brom will deny Berahino a move away during the winter transfer window, with Tottenham, Stoke City and Steve McClaren's Newcastle United all vying for his signature.
But due to how the relationship between club and player has broken down, it seems unlikely the England international has an important role to play at the club and should instead be sold.
The fact Berahino would command a fee in excess of £20 million should also convince West Brom to sell; his sale would free up funds for the Baggies to improve their squad.
And given that a player of Charlie Austin's quality signed for Southampton for just £4 million recently, the Baggies would certainly be able to find a suitable replacement for Berahino should he depart.
If Pulis leaves it any longer, amidst a time where the England international is struggling for game time and goals, his valuation will fall. A sale is in both parties’ interests.