Paul Barber said Albion were left in a “slightly difficult position” after Moises Caicedo turned down Liverpool.
But they are ready to move on after completing the biggest deal of their history.
The Seagulls have secured a potential £115 million fee for the Ecuador star who has signed a long-term contract at Chelsea.
The fee will become a British record once add-on clauses are met.
Albion had agreed to sell him to Liverpool for £111 million on Friday morning.
Barber, the club’s chief executive and deputy chairman, told TalkSPORT radio today: “Liverpool’s a fantastic football club.
“For any footballer to have the chance to play at Liverpool, at anfield, you’d imagine that they’d be running up the M6 but it wasn’t to be.
“Moises and his advisors decided for whatever reason that London was their preferred destination, and ultimately Chelsea.
“Obviously in that situation we are in a slightly difficult position because we’ve negotiated a deal, we’ve spent many days working with Liverpool to get a deal agreed.
“They couldn’t have done any more. They were superb - professional throughout. No doubt about that whatsoever.
“But then it comes down to the player. At that point, we are very much out of the loop because it is a discussion between the player and Liverpool and then the agent.
“At the point that it was clear he wasn’t going to Liverpool, then we have to go into a different mode.
“Having negotiated a British record transfer, we have then got to do it again three days later, which is unusual to say the least, and we did!
“We have to got to protect our own interest and our interests are our player, and making sure we realise the value for that player that we are expecting.
“We have done that. Moises now goes on to next stage of his career.
“He is a fine player. He could become one of the best midfield players in the world.
“We have done our bit in the progress of his career.
“We have got a great squad, we have got players coming through behind him, which is our model, and we will look to move on from here.”
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