Gianfranco Zola will cash in on one of his big-name players in order to generate enough funds to raid the January transfer market for a striker.

The West Ham manager, whose team lost 1-0 to Aston Villa on Saturday, knows things must change if the Hammers are to climb away from the relegation places.

A meagre total of four goals in their last 11 matches emphasises the extent of the striking problem and Zola's patience is wearing thin.

With Dean Ashton still a long way from fitness following an ankle operation and, with neither Carlton Cole or Craig Bellamy being prolific scorers, Zola will act as soon as the transfer window opens at the beginning of next month.

The Sardinian has already said he will trim his squad with some fringe players going but that, in itself, is unlikely to produce enough income to enable Zola to sign a player who, he hopes, will turn West Ham's enterprising approach play into goals.

Zola has known from his arrival at Upton Park in September that there would be no money available to him in January so he is prepared to generate his own funds by selling at least one of his major players.

Bellamy, who is now back to full fitness and troubled Aston Villa with his pace, is the favourite to go with big-spending Manchester City manager Mark Hughes ready to offer £7million for the Welsh international.

Zola, meanwhile, looks more likely to persist with Cole who, as against Chelsea six days before, missed several good chances to win the game for West Ham.

"Carlton needs to be more focused on scoring goals, he knows that and I will be working on him every single day until he gets fed up with it," said Zola. "From what he does on the pitch he has to score more goals because it can change his performance so much."

Cole added: "My confidence is okay. I'm getting in the right positions and now I just have to execute it."