Albion chief executive Paul Barber has told fans not to fret over contract negotiations with some of the club’s biggest stars.
Several regular members of the first team have deals due to expire at the end of the season.
They include No. 1 Tomasz Kuszczak, first choice right-back Bruno and fit-again midfielder Andrea Orlandi.
He said: “Just recently we’ve had Rohan Ince, who has received a new contract. There is always going to be a balancing act between some contracts that will be done earlier, some later.
“The most important thing at the moment is we are focused very much on the football, on getting ourselves into a position where we continue to challenge for a play-off spot.
“That will be the manager's focus, that will be the football operation team’s focus and, most importantly of all, the players’ focus.
“They will want to be focusing on their football right now, not on getting into contract talks just while the season is reaching its peak.
“We have a process. It is known to the players and their agents and representatives and is very carefully managed by David Burke (head of football) and his team in a very considered way, so fans shouldn't be worried about that."
Barber has also reiterated money is available to head coach Oscar Garcia during the loan window, despite the club's fight to reduce losses to comply with Financial Fair Play.
He said: "If Oscar needs or wants to strengthen the squad and players are available and want to come here then we have got the funds available to do that. We'll see what happens in the remainder of the loan window."
Players borrowed now for the maximum 93 days would be available for the Championship play-off final at Wembley at the end of May.