OXFORD United’s ability to land their main targets this summer is down to selling players a vision for the future rather than offering the most money, according to chief executive Mark Ashton.

This week Ryan Taylor became the club’s third signing, following Liam Sercombe and Kemar Roofe.

The trio have two things in common – they were right at the top of United’s wish-list and other clubs were in the race for their signature.

It is clear the club are investing to improve Michael Appleton’s squad, with Roofe’s move, like Alex MacDonald and Chey Dunkley last season, involving a transfer fee.

But Ashton made it clear the U’s success this month has not been based on throwing money at players.

“Absolutely not, we have a wage structure and we stick to it,” he said.

“We’ve not broken it and we have no need to. It’s about the right type (of player).

“All of us are working hard to do that and Michael is at the forefront of that because the player has to buy into what he wants to do.

“It has to be like that, because if it was just about money then, with the greatest respect, we don’t want them.

“They’ve got to want to play for Oxford United for the right reasons – to be a part of what we’re trying to build here and be hungry for success.

“I think the three we’ve brought in all fit that mould.”

United’s process for bringing players in means discussions about wages come after they have sat down with Appleton, who outlines his plans.

It means they have one foot in the door before negotiations begin.

Ashton said: “Michael talks about what we’re trying to build, what the club is about and what it means to our community.

“That’s all in the discussion with the player and it seems to be working because players are coming to us and saying ‘I want to be a part of this’.”

Player recruitment was identified by Ashton as a major area which needed improving when he arrived at the club following Darryl Eales’s takeover last summer.

While it still has some way to go, the U’s chief believes the due diligence is paying off.

He said: “We haven’t just been trying to bring players in now, we’ve been trying to bring some of these players in since July 4 last year and that identification process took place then.

“It’s been an ongoing process talking to clubs, players and agents to move it forward.

“That has allowed us to do our business early.”