Our whole board have done incredibly well to completely alter the wage bill and transfer methods in a very short space of time. Under Hughes and Mancini initially, we spent big and paid huge wages. Ferran made the call to alter this when FFP became a serious threat. We've since walked away from certain deals where prices were above our valuations, and agent fees were ridiculous. We've offered performance based wages which ensures we get commitment from players.
If we pay every asking price straight up, and every agent exactly what they want we create a culture of being big spenders and we'll be mugged off on every player. There's a reason Real, Barca and PSG are always contacted when top players are available and it's not just because of the stature of the clubs - it's because of what they're willing to pay to agents and in wages.
We've more money this summer but we're working on all transfers in tandem. Had we paid £50m to Liverpool for Sterling straight up, Wolfsburg then say, well we want £60m for De Bruyne, and they stick to those demands knowing we'd paid what Liverpool wanted so we'd pay what they wanted too.
Instead, we've bid lower and then re-bid with a £5m increase. We've shown that we will negotiate and that we have our own valuations. We meanwhile talk to Wolfsburg over De Bruyne and they can see that we've not just paid up with no real thought to the money involved and that we have negotiated. It might not see us sign the players for much lower than they're valued by their clubs but it at least depicts the image that we won't just pay up.
As a club we're an attractive proposition. More so than we were when we paid huge sums for Tevez, Barry and Ballotelli for example. Sterling and De Bruyne will know they've a better chance of winning things with us than their current clubs and that is something we can play to, in an attempt to negotiate with their clubs.
If City are seen as being willing to pay without second thought then prices for players we're interested in go up. If we are seen as wanting to negotiate it changes our image. Clubs don't have to sell, but their players may turn down contract extensions, may lose commitment to the club and may even hand in transfer requests because they've had an offer from a more desirable club. I think that's why we're quietly going about things and biding our time. It makes sure that we don't put out the image of being cash rich and player hungry and able to pay whatever a club asks of us. It might make £0 difference this summer but if you've got a quality player and want a load of money, we all know the clubs that will pay up without a thought. For our financial stability we don't want to be seen in that bracket.