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Depends. If you sell One player for 20m, then leave a new signing as undisclosed, potential sellers might try charging you up to 20m for the next one you're trying to buy off them. If you announce you paid £12m for your new signing, clubs know you are limited to 8m and can only push you that far.

When you want to make a statement of intent to your fan base?

When your person responsible has been pilloried as not really knowing what he was doing, and you've got a great deal? When you want to defend selling a star player and can show it was for an amount too good to turn down?