Derby County manager Paul Jewell has told Robert Earnshaw to up his game if he wants to challenge for a starting XI place.
The Wales international has started just two Premier League games for The Rams this following his £3.5million move from Norwich last summer.
Jewell believes Earnshaw has the ability to succeed in England's top-flight and has urged him to give more in order to win a run in the first team.
"Robert Earnshaw has got a lot of ability but I think he needs to look at himself and start putting a bit more of a shift in because he should be knocking on the door to get in the team," stated Jewell.
"Rob has to look at himself and ask why he is not in the team. It is not just me, he wasn't in the team when Billy (Davies) was here either.
"Robert Earnshaw has played at West Brom, Norwich and Derby so he has all the attributes but I think, and I have said this to him, he needs to ask more from himself."
Meanwhile, Jewell has played down speculation veteran defender Darren Moore could leave the club on a free transfer for either Coventry or Leicester.
"I was surprised to hear that this morning, and even more surprised to hear he was going on a free transfer," he continued.
"Darren Moore is a Derby County player. I haven't had any calls about him and I don't know where that story has come from.
"What I will say is that, just like everybody else, Darren Moore has his price but free certainly isn't his price."