Carlton Cole will go into this afternoon's match with Newcastle United with words of encouragement ringing in his ears from Avram Grant.
The England striker has had to play a waiting game of late behind in-form duo Frederic Piquionne and Victor Obinna, but the manager has been delighted with the attitude and application of his No9. The Hammers have four fit forwards and the manager said all will get their time to shine this season.
Cole has been the loudest voice in support of the playing pair - whether in training at Chadwell Heath or around the dressing room on matchday. He knows he has to take his chance when another opportunity comes along.
Grant said: "Carlton is working like a professional. He now has competition and that will push him forward. He takes the competition well and I believe he will have a good season when we look back in a few months
"I am very happy with the attitude of all the players, they are learning very quick. They have strong character. Carlton Cole is one of them. He has trained well, he is a professional. There is no doubt he has quality. He knows how to be a good striker.
"I believe very much in competition. You see what happens to the teams that don't have competition. This is the reason we brought in Freddie Piquionne, who at the moment is scoring goals. We also have Obinna and Benni McCarthy, who is in a good way."