Crystal Palace chairman Simon Jordan has reportedly placed a £12million price tag on England striker Andrew Johnson.
Jordan has turned down an £8million bid from Bolton for the 25-year-old and has also refused offers from Everton and Wigan.
But the Eagles supremo admitted the former Birmingham player could leave Selhurst Park if a club meets his valuation.
'If Andrew leaves, it will be on the terms I determine, and that will be the end of it,' said Jordan.
'I'm happy to keep him if I do not get the fee I'm looking for. But if Andrew is to be sold, and there are clubs who want to buy him, I imagine it will happen relatively quickly.
'I think he's worth £20million but I'm in a minority of one. We've already had bids from Wigan, Everton and Bolton plus there's been interest from other clubs.
'Bolton offered the most at £8million but he will go on the monetary terms we agree and we're looking at double figures.'
Johnson, who has scored 74 goals in 134 league starts for Palace, was widely tipped to leave the club last summer after relegation from the Premiership, but he was persuaded to sign a new five-year deal.
Jordan said there was no clause in Johnson's contract that he could leave should Palace fail to achieve instant promotion - they were eliminated in the Coca-Cola Championship play-off semi-finals by Watford - but that the pair agreed they would discuss the situation again a year later.
Jordan added: 'I'm very relaxed. I have a player who a lot of clubs want, but who could also do a job to get Palace back into the Premiership.
'I also have the option of cashing in, and using the money to rebuild the squad, and make sure we get promotion.
'So I have two choices; I just have to decide which is the better one.'