Southend chief executive Geoff King has vowed to retain the services of striker Freddy Eastwood.
Eastwood is one of the hottest properties in The Championship and he increased his stock on Tuesday when scoring the winning goal against Manchester United in the Carling Cup.
The forward's free kick was out of the top drawer, but he also impressed with his all-round display as he stretched Red Devils defenders Wes Brown and Mikael Silvestre to the limit at Roots Hall.
Eastwood's efforts are sure to have caught the eye and with the January transfer window looming large, it had been suggested he could be prised away from The Championship's bottom club in the New Year.
King has moved to ease Shrimpers' fans uncertainty by vowing to keep Eastwood at the club.
"I don't think there is enough money," King told Sky Sports News in response to questions about selling Eastwood. "He is not for sale. He is our player through and through.
"There has been interest, certainly, but the answer then as it is now is the same: He is not for sale."
Southend picked up Eastwood from Grays Athletic, following his release from West Ham, and King feels The Hammers may now be ruing their decision to show the striker the door.
"I should think our friends down the road at West Ham regret letting him go," he added. "He was spotted by Steve Tilson playing in the lower leagues and he has come on in leaps and bounds, but there is more growth in Freddy yet."