Falkirk head coach John Hughes has told Rangers to be more realistic if they want to sign striker Alan Gow before the January transfer window closes.
Hughes does not want to lose the 24-year-old, who is out of contract in the summer.
"Rangers have just bought Kevin Thomson from Hibs for £2m, so Alan Gow is worth more than £150,000," he told BBC Sport.
"If they want to get him before the window closes, Rangers have to get real with the fee they are trying to pay."
Hughes realises that he is likely to lose the in-form forward for free in the summer.
He believes that the player could win the club vital money by helping them to a good Scottish Cup run and a higher league placing.
"I know Alan is a Rangers supporter and they are his ticket, but it is a business and I have to do what's best for Falkirk Football Club," he said.
Falkirk have now rejected three offers from Rangers for Gow.
Hughes' club have been adamant that only a £500,000 offer would tempt them to sell the striker.
Despite their offers for Gow being rejected, Rangers are due to open talks with the forward with a view to tying him to a pre-contract aggreement.
Wolverhampton Wanderers also had a bid for Gow rejected, while Aberdeen and Hibernian spoke to the player about the possibility of a pre-contract agreement.