Bournemouth manager Eddie Howe admits the club are not used to the big money being spent in the Premier League, but knows they have to get used to it.
Howe was in charge of the Cherries back in 2009 when they were down in League Two, and eventually led the club up to the top flight over two separate spells at the Vitality Stadium.
Bournemouth last week spent £20million to sign Nathan Ake, breaking their club record fee for the fourth time in two years.
Howe remains uncomfortable with the amount of money that has been spent, but acknowledges that it is a necessity to remain competitive at the top level.
Howe told the Daily Echo: “The difficulty for us is that most of our income is generated by the television money associated with the Premier League and not through our stadium.
“We are trying to be competitive in the league and trying to move the club forward to become an established club at this level.
“You are not going to do that if you are not active in the transfer market and not prepared to spend, as I think every Premier League club will this summer.
“Some of the figures are uncomfortable for us as a club because, historically, we have never paid these types of fees. But, until two years ago, we had never before been in the Premier League.
“It is something you have to get used to and adjust to very quickly. It is the climate we are in and you have to be prepared to do it. Hopefully, the effects will be seen on the pitch.”